License India : What percentage of revenue is contributed from online? Anuj Sawhney : At present over 9 to 10% of our sale volume is generated pan-india from online sales. This percentage is constantly on the rise, whereby it peaks during the festive season due shortly. Fast movers vary across product categories. The customers especially like multi-utility and innovative products which Swiss Military specialises in. These are products like the multi-utility charger, Universal Travel Wallet, World Travel Organizer cum torch, new Windbreaker cum Pullover or even the multi-utility laptop trolley bags and gold plated roller ball pens do exceptionally well. License India : Any new developments? Anuj Sawhney : We would shortly be announcing our partnership with a world-renowned Licensing firm as our partners in the Indian sub-continent. We are gearing up now to foray into distribution cum retail formats and licensing simultaneously. It is the exponential growth and overwhelming response to our product range that has prompted us to take this multi-pronged approach to penetrate the Indian market further. To read more about the speaker, please visit Brand Licensing Show on October 18-19, 2013 License India : What is the mantra for developing a successful brand licensing in India? Anuj Sawhney : The choice of licensee or a partner in business is the first and most important step in ensuring the relationship entered into is a success for all concerned in the long run. The licensee partner should conform to the same global quality standards set by the brand in every market entered into. It is the only way the end customer would see coherence in the brand duplicated over and over again. This is especially true when a brand has such a varied product offering as ours with over 1,100 SKU's in the global offering at present. Other criteria looked into are transparency of the relationship, conformance to guidelines and boundaries set and the aggressiveness with which the brand is pushed and expanded into the market in question. Fulfilment of these criteria ensures a problem free and smooth functioning for both the licensor and licensee in the long run. License India : Do you manufacture all your products in India or import them? Anuj Sawhney : Our product lines are manufactured in multiple product lines globally which are checked thoroughly by an extensive system governed by Swiss quality mandates. Our global team of quality experts supervise every process during the product life cycle to ensure every product meets global quality standards expected of our range. License India : What all product line do you supply to the companies? Anuj Sawhney : Our Indian portfolio presently comprises of five product divisions including Travel Gear, Writing Instruments, Garments, Leather gear and various Lifestyle Accessories comprising of alarm clocks, universal adapters / chargers, keychains, multi-tools, torches, organizers, flasks etc. License India : Men seem your main audience and your products are mostly innovative. What are the future categories you intend to introduce? Anuj Sawhney : Swiss Military was initially positioned as a Premium Men's Lifestyle brand but due to the over whelming response to our product bouquet we are now catering the line to women also. It is for the same reason that we are initiating a new range of cosmetics & body care products targeted at women and also introducing a whole new line of women's wear in our range shortly. In addition to these we are shortly introducing eye wear, electronics and outdoor gear as part of our Indian offering. License India : What are you plans to enter the retail space in India? Anuj Sawhney : We entered the Indian B2B market 4 years ago to better understand and adapt our global product lines to better suit Indian tastes and price patterns. The Indian sub-division of Swiss Military Worldwide has not yet begun retail operations. It is only now after our initiation into the Indian market has met with double digit growth year-on-year and simultaneous expansion into multiple product lines that we are now drawing plans to open retail as well as distribution formats pan India. Owing to our extensive retail presence globally, with over 600 retail stores in Europe alone that we shall be at ease in duplicating our success in the retail format here in India in the next quarter. Retail formats are handpicked after extensive market research whereby various metrics are ascertained to gauge the response to our innovative and ever expanding product lines. The reason is that the brand comprises of varied product lines whereby a retail format should be able to justify a one-stop shop concept for our target audience which forms the key criteria for any location in question.
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