Hafele India

Häfele Germany was founded in Nagold, near Stuttgart, in 1923 to provide quality fittings to...

By Himanshu Dhapola | March 1, 2013

Mr Wolf
Director
Hafele India Pvt Ltd

Häfele Germany was founded in Nagold, near Stuttgart, in 1923 to provide quality fittings to the local furniture manufacturers. Over the years Häfele has expanded initially all over Germany, then Europe and ultimately globally.

Himanshu Dhapola:- Share with us the brief profile of Häfele India.  

Mr Wolf:- Häfele Germany was founded in Nagold, near Stuttgart, in 1923 to provide quality fittings to the local furniture manufacturers. Over the years Häfele has expanded initially all over Germany, then Europe and ultimately globally. Today Häfele has 40 subsidiaries globally and generates a turnover of in excess of 7,000 Crores with 6,500 employees. The company continues to be controlled by the family and is not listed. Häfele India was founded in 2003 to bring quality fittings also to this emerging market. Headquartered in Mumbai, Häfele India now has a nationwide presence with 6 Branch offices and employees in 18 different locations all over India. Total employee strength has exceeded 300 in 2012. We cater to all market participants - from the end-user to projects and the furniture industry. With a strong focus on kitchen fittings, Häfele has managed to become the leader in this field in India. The franchise concept of opening Häfele Design Studios was pioneered in India.

Himanshu Dhapola:- In what context, franchising is apt for spreading your brand’s footprint across India? What typeof training and business support you will be offering to the existing and aspiring franchisees?

Mr Wolf:- Häfele India realized that they wanted to create a chain of uniform, high quality retail outlets across the country, where customers can access the wide-range of Häfele products. Hence the birth of the Franchises Model in the year 2008 took place where, Häfele could provide the touch and feel of the product in its environment. Häfele recognized that this would not only enhance the physical brand presence in the market but would also back the brand promises which are projected through different advertising media. Häfele has a dedicated training team which has training programs designed to meet basic, specific and intensive learning of Häfele’s range of products. This is done to ensure that unaltered, uniform product communication travels across our distribution channel right up to our end users and all our customers are perfectly aligned to the product knowledge base that exists with our employees.

Himanshu Dhapola:- What all retail distribution channels do you have? How much investment varies from one format to other?

Mr Wolf:- We have Appliance Dealers, Lighting Dealers and Sanitary Dealers.

Himanshu Dhapola:- What marketing strategies do you follow to stay ahead of your competitors?

Mr Wolf:- To provide our customers with a world-class retail environment where they can experience our products and make an educated purchase decision.

Himanshu Dhapola:- How many stores do you plan to open within this year and how many of these will be franchisee-run & company-owned? Are you targeting some particular cities or regions?

Mr Wolf:- Apart from opening all our new Design Centers we will also open at least 15 new Häfele franchise shops to further increase our market penetration. We intend to target B & C towns this year too.

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