Fulfilling biz dreams by refilling cartridges

Offering 360 degree solutions on printer and printing requirements to customers, Cartridge World has emerged as a marked leader in cartridge refilling and recharging market in India. In an interview, Naveen Rakhecha, CEO (South Asia)–Cartridge World shares brand’s expansion plans in India.

Priyanka Rai (PR): Share with us the inception, growth and success of Cartridge World?

Naveen Rakhecha (NR):The Indian operations of Cartridge World began in November 2006 through a master franchise route with the pioneer in cargo, courier and logistics industry - AFL  Pvt. Ltd. AFL has previously established global brands such as DHL and Western Union in India. Entering India and finding customers was easy enough for Cartridge World. It found customers across all cities, be it Jammu or Kerala. The business model helped us reach and educate customers quickly as the stores are franchisee owned and operated. Bryan Stokes, the founder of Cartridge World, along with Paul Wheeler, who had an impressive background encompassing franchising, finance and management, planned the franchising structure of Cartridge World.

PR: What all services or product do you offer?

NR: Cartridge World offers 360 degree solutions on printer and printing requirements to customers. It is known as one stop shop – solution provider for all printing and printer related needs, with following product and services offerings-recharging of ink and toner cartridges, replacement toner cartridges, remanufactured toner cartridges, expert advice on choosing a printer keeping your need and pocket in mind, free pick-up and delivery.

PR: Brief us on the future expansion plans of Cartridge World?

NR: Over 100 franchisees have already been appointed in cities throughout India. AFL through the franchise route intends to set-up a network of 250 Cartridge World stores in the next few years and aims to garner a 10 per cent market share.

PR: What is the specialty of your brand?

NR: Our strategy is to educate, communicate and demonstrate. We use our retail stores, neighborhood & local marketing programs to promote cartridge reusing and recharging.Provide requisite marketing support to propagate the various services of Cartridge World stores through national and regional PR programs and activities. We provide Sales and marketing tools, designs / artworks for campaigns and marketing programs. Marketing training is continual and advice may be sought by franchisees when and where required.

PR: What according to you is the scope for aspiring franchisees in this business? Is the future bright in the years to come?

NR: The Indian market size for printer cartridges is pegged at over Rs. 4000 crores and growing annually at over 30 per cent. However, the Indian customer has a very limited choice between expensive OEM cartridges, counterfeits and ‘locally’ refilled cartridges of poor quality. A product, which is cost effective and yet assures the performance of a brand new cartridge, is undoubtedly a strong value proposition.

PR: What are the qualities and qualifications that you seek for in your franchisees?

NR: Cartridge World is looking for committed and passionate partners who together with us carry forward the mission to provide the best sales and service package on the supply of consumables and printers and provide information on the benefits of recycling. The aspiring franchisee must have graduate degree and a good track record in business or profession.  A capital of Rs 10 to 16 lakh depending upon the city along with an area of 27 to 40 sq mt is needed from franchisee’s end.

PR: Share with us the challenges that can be faced by your franchisees? How can these be overcome?

NR: There are some existing and emerging challenges in this industry.  Cartridge World with its global presence, R&D ability, strategic tie-ups and more than 15 years experience is well poised to exploit the opportunities like addressing price sensitive market, changing the perception of refilling and reusing printer cartridges, advancements in technology.