Glittering profits moulded in passion

Offering reasonably priced high quality fashion jewellery that could be a part of every...

By Himanshu Dhapola | January 19, 2013

Geeta Ahuja

Offering reasonably priced high quality fashion jewellery that could be a part of every women’s wardrobe and day to day wearing, SABAR's, a jewellery design, manufacturing and retail company is ready for expansion. In an interview, Geeta Ahuja, Director, SABAR's talks about the brand’s expansion plans via franchise route.

Himanshu Dhapola (HD): When and how did you come up with ‘SABAR's Jewellery?

Geeta Ahuja (GA): It all began because of my passion for jewellery as I started designing jewellery for myself when I was in my teens. In 2000, I started exporting my designer jewellery under own company called Trading Destination Inc and soon became an established name in the international market. By 2005, we were exporting our jewellery to the Middle East, Africa, Europe and USA. The same year, we launched our brand in domestic market to leverage the booming Indian market as growing numbers of people in India started spending money on their lifestyle. There Indian consumer’s mindset was changing and they were buying jewellery not only for investment but also as a fashion statement. As people’s interest in fashion jewellery grew, they demanded high quality fashion jewellery at reasonable prices that could be a part of their wardrobe and day to day wearing. At this time, we opened our first outlet in National Capital Region or NCR) in 2009. Currently, we have a retail outlet in Crown Interiorz Mall, Faridabad with stocking and warehouse in company-owned facility in New Delhi. SABAR's headquartered in Lajpat Nagar, New Delhi, now designs, manufactures and retails high quality fashion jewelry for women.

HD: When and why did you opt for franchise business model?

GA: Sabar’s considered franchising not until Franchise India Holdings Ltd (FIHL) stepped in and offered us the platform, the logistics and the franchising business model to expand our presence. Since our association with FIHL, our company’s outlook towards franchising has completely changed.

HD: Share brand's expansion plans in the near future.

 GA: In 2013, we are targeting to open at least 20 outlets in NCR and other metropolitan cities.

HD: What are the attributes that you look for in your franchisees?

GA: First and foremost requirement is that the potential franchisee should love fashion jewellery and have the ability to run the business. He should be willing to devote time and resources to this business. The person will have to make required investment in the business and can expect revenues after the gestation period is over. Having a long term outlook is good for both franchisor and franchisee as only then can they depend on each other for support. Last but not the least, the aspiring franchisee should also have strong ability to manage human resources, inventory, follow guidelines along with impressive interpersonal skills

HD: What kind of training and support do you offer to a franchisee?

GA: An experienced trainer from SABAR's management will provide training to assist the franchisee in the commencement of operations. Phase I instruction pertains to administrative, operational, and sales and marketing matters. It also includes a liberal amount of on-the-job training. We also have formalised a mechanism for ensuring quality control among franchisees that will be implemented by the field supervisors. We offer ongoing training and support in many areas critical to the success of the franchisee's business, including unit operations and maintenance, customer-service techniques, product ordering, suggested pricing guidelines, and administrative procedures. We also take care of development of advertising materials and strategies for the benefit of all members of the franchise network. We also supply franchisees with consumer marketing plans and materials for use at the local or regional level.

HD: What are the core competencies of your brand that you feel will offer tough competition to your competitors? What is your mantra for success?

GA:Our export quality products and our designs the core competencies of the brand. We launch nearly 2000 designs every two months in different categories. We provide life time warranty for our products and a unique ‘delivery at home’service gives a tough competition. We believe in four P’s i.e. plan purposefully, prepare prayfully, proceed positively, and pursue persistently.

HD: What is your contribution towards Corporate Social Responsibility?

GA:As CSR initiative, we do not allow child labour in our manufacturing plants and packaging units. We also support following organisations for the benefit of society: CRY Foundation and CAN support (an NGO to support cancer patients for their treatments).

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