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Inspired by the unique power of developmental drama programme to instill confidence and self esteem among children, Helen O’Grady came up with Helen O’Grady International. In an interview, Arpita Mittal, CEO, Helen O’Grady International, shared the successful journey of the company.  

Ramanjit Kaur (RK): Could you please shed some light on the origin, growth and success of Helen O’Grady International?
Arpita Mittal (AM): Helen O’ Grady International was founded by Helen O’ Grady in Perth, Australia in 1979. Helen apart from being a qualified teacher also worked extensively in children’s television as a presenter and producer. She used her knowledge to create a unique and developmental drama programme which then attained great success internationally. The company entered India in 2003 through license agreement.  

RK: What inspired Helen O’Grady International to take the franchise route to expand the business in India?
AM: Helen O’ Grady and her husband Steve Griffith were extremely keen on launching the programme in India. Steve has an emotional connection with our country and truly wished to offer this fun filled and creative educational knowledge to children and the youth of India. The young scion of the business family of the Govind Properties Pvt. Ltd, Harsh Seksaria happened to observe a Helen O’ Grady class in New Zealand and was floored by it. This is how we got the license for the programme in 2003 in Mumbai. Later in 2005, we got the franchise rights to expand the brand further in India. Franchising in India had started to look promising by then and our model with its emphasis on fair practices and best work ethics fit in wonderfully.  

RK: What is the USP of Helen O’Grady International? How it is different from other players in the sector?
AM: Helen O’ Grady International offers a unique speech and drama programme for children of three to 18 years of age. The USP is its unique well structured curriculum which spans a cycle of 15 years and ensures that no child ever repeats a single lesson in his entire duration of this course, even if s/he is with us for 15 years.
The curriculum is uniform across the globe and hence presents a truly global platform to students who are given opportunities to explore their potential at par with any other student anywhere in the world. Practical learning through energetic classes guided by well trained teachers in our drama system as opposed to theory classes that depend on rote learning and add pressure to our already over burdened kids is another significant difference. The best part is that there is no competition and no exams, only positive motivation and an equal opportunity to all students.

RK: What kind of background is necessary to secure the franchise of your company?
AM: People who are already working in the field of education are the perfect candidates for our business module. Also, those who have a passion for education and wish to enter this highly rewarding field can also secure our franchise. Here enlisted few more elements are a must to be a part of our organisation. These include:
•    A capacity to invest a minimum of Rs three to five lakh for a territory
•    An infrastructure to start an office       
•    Basic business acumen
 
RK: What kind of training and support does a franchisee get after partnering with your company?
AM: After the initial exchange of mails, which establishes the note of intent on the part of the future franchisee, the candidate is invited to come to our head office in Mumbai for a ‘Discovery Day’ where they are made to observe demonstration classes and basic franchisee training regarding the operations and processes is imparted. Once the agreement is signed, onsite teacher’s training is conducted three times in the first year of operation. They are trained in the exclusive Helen O’ Grady drama system with its unique methodology. From the second year, franchisees can request for paid trainings or attend the workshops in Mumbai.  
In addition to this, onsite business development training is offered which includes meetings with principals, educationists, and trustees. We firmly believe in regular day-to- day handholding and guidance to our franchisees.  

RK: How many franchised centres do you presently have? What are your future target locations to expand?
AM: We have around 300 centres operating within schools\activity centres across India. These are being run by our 30 franchisees\Master Franchisees. We have franchisees in various states such as Maharashtra, Goa, MP, Tamil Nadu, Andhra Pradesh, Delhi, NCR, Rajasthan, Chandigarh and neighbouring countries like Maldives and Srilanka, Nepal, Mauritius, and Bangladesh. Now, we are targeting states like Karnataka, Kerala, Orissa, Bengal, north eastern states, Himachal Pradesh, Punjab, and UP in India.  

RK: Any advice for the young entrepreneurs?
AM: Know what you like to do and then do it whole heartedly. Make efforts to learn everything about the business you wish to take up. Ask questions, seek answers. After that, do not nurture any doubts and anxieties. Success will surely follow. Respect the guidelines and advice of the franchisor. Be transparent and honest. Do nothing on the sly.
Work hard as there are no short cuts to success.

RK: What are the future plans of the company in terms of expansion through franchising?
AM: Our target is to increase from 300 centres to 500 centres in the coming year through an increase in centres with existing franchisees and by developing new area franchisees.