Fashion franchising at its best

Having re-invented the traditional sari as modern classic attire, Satya Paul, a premium design label aims to endow with the extensive sari market by focusing on excellent design sensibilities and affordability. In an interview, Jyoti Mohan Narula, Managing Director, Genesis Colors shares the success journey of his company.

Ramanjit Kaur (RK): When and how did Satya Paul originate? Also share the growth and success of the company?

Jyoti Mohan Narula (JMN): Satya Paul is a womenswear fashion brand by Genesis Colors Pvt. Ltd (GCPL) which is also the holding company of fashion labels such as witch (premium lingerie) and Samsaara (the multi- designer luxury boutique chain). We started the operations of Genesis Colors in the year 1985 and now it holds the marketing and distribution rights for several international luxury labels under its arm Genesis Luxury. The USP of our brand is our prints (saris, suit sets, thaans), bridal wear and kurtis (western wear).

RK: When did the company start franchising and what is the inspiration behind taking up the franchise route?

JMN: We opted for the franchise route in 2004 to expand our presence across the nation in order to cater to the rising demands of ladies’ fashion wear and accessories. The labels that GCPL has acquired, reiterate the company’s strategy to reach out to audiences across age and demographics. The company’s well-networked marketing team ensures that all its brands enjoy the widest reach possible through synchronised pan India initiatives, while maintaining high standards of image for each distinct label. Franchising is the best preferred mode of expansion for international and domestic companies.

RK: What are the eligibility criteria for selecting the franchisees?

JNM: We are looking at aspirants who are willing to invest a capital of around Rs 50- 55 lakh, of which Rs 2.5 lakh is the franchise fees. A franchisee also needs to have an area of approx. 1000 sq. ft on ground floor preferably at high street and in high end malls to open the franchised outlet.

RK: What kind of support and services a franchisee will get when partnering with you?

JNM: We believe in providing proper product and customer training to our franchisees and their staff, which includes operational strategies, business development plans and all marketing support to establish the brand in the market. It is very important to impart proper staff and product training to replicate the model and we firmly believe in it.

RK: How many franchised outlets does the company presently have?

JNM: Satya Paul womenswear business presently runs through 40 exclusive brand stores in 20 cities of the nation, out of which 16 are franchised. The brand is also catering to over a 100 multi brand womens’ wear stores in India through a state of the art digital design studio, company run factories and a vast distribution network. Besides the domestic market, we also have marked our presence in the international market also with our two brand outlets.