For plush homes

Global home fashion and lifestyle major Rosebys has successfully made its presence across the major cities in India. With plans to expand further, Aloke Banerjee, CEO, Rosebys Interiors India Ltd, shares the future aspirations as well as franchise requirements of the company.

Abha Garyali (AG): Tell us something about the origin, growth and success of ‘Rosebys’? When, where and how did it originate?

Aloke Banerjee (AB): Rosebys was established in the year 1929 in UK as a convenience retail store selling homewares. In the year 2008, it was launched in India and has grown to be a leading home décor and lifestyle accessories store chain in India.

AG: From where did you get the inspiration to opt for franchising as a mode of expansion?

AB: The success of other renowned brands through franchising made us foray into franchising. This model was adopted considering that it offers better financial and organisational benefits to the brands.

AG: What difference have you noticed in the performance of the company after it opted for franchising?

AB: Our stores in UK were operated on company owned model which was a huge liability, especially at the time of recession. However, taking up franchise model in India has helped us to be self sufficient in terms of cash flows. It has also helped us in expanding to various parts of India and also achieved the desired level of business. Franchisees on their part ensure that the brand ethos and guidelines are followed whilst achieving the desired business objectives.

AG: What is the USP of Rosebys?

AB: Rosebys has a concept based product offering. We offer an array of products from bed, to home and bath furnishings, to lamps, candles, vases, frames, premium utensils to personal care products amongst others.

AG: What qualities do you look in prospective franchisees for your company?

AB: The franchisees need to be financially strong and have a good knowledge about the market. They need to be energetic to drive the brand and be involved in the day to day activities.

AG: What are your views about India as a market place for your company?

AB: The Indian market has a huge potential to grow in the home décor category.

AG: What all training and support do you provide to the franchisees?

AB: We provide training at two levels, one at the franchisee level and the second at the staff level. The training includes business understanding, product know-how, customer servicing, visual merchandising and customer relationship management.

AG: How much investment is required by an aspiring franchisee?

AB: The total investment required is approximately Rs. 20 – Rs 25 Lakh.

AG: What are your future plans in terms of expansion through franchising?

AB: We plan to achieve our target of 500 stores by end of 2010.

AG: What are the challenges that can be faced by a franchisee in this business? How can they overcome these challenges?

AB: The prime challenge faced by a franchisee is regarding the right location. Location is of utmost importance as it decides the footfall. The franchisee should also keep in mind the steady availability of merchandise and communication with the customers as per company guidelines. Footfall development is another area of challenge, in this aspect the company actively needs to help the franchisee to overcome.