Donracks eyes smaller kirana as exclusive showroom opens

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Eyeing to extend their reach to the small and medium retailers, Donracks, the premium player of the display and storage solutions, opened an exclusive showroom in Chennai.

“The showroom is actually meant to focus on the smaller Kirana stores”, Kannan Ramani, the DGM, told Indiaretailing. However, the company will be looking to expand its reach to other institutions as well.

He said though they don’t have any specific policies of giving customers credit facilities, they will help them set up the accessories within 48 hours of the deal.

This endeavor of the company, according to Ramani, will help the smaller retailers gain customers as their products will enhance and beautify the looks of the stores.

“The smaller stores are poor in display and thus fail to attract customers. At times the customers don’t understand what is being displayed. Our accessories will give the customers a ‘touch and feel’ effect and thus will help the smaller retailers to cash in some more money” he added.

On the quality of the products, Ramani said they are priced at a lower value, very much within the affordable reach of the small retailers, without altering the quality. “They won’t come with a painted finish and hence will have a lower price. Otherwise the quality will be the same”, he added.

Admitting that there was steep competition from both the organized and unorganized sectors, he said “our primary rivals in the retail sector would be the organized players like Featherlite, Akura and some other unorganized biggies.”

Featherlite is an established retailer of exclusive variety of office furniture and is in the business for the past 20 years. They have exclusive outlets in all the leading cities in the country.

On the expansion plans of his company, Ramani said in the coming 12 months, the company plans to open stores in all the major cities including Delhi, Mumbai and Bangalore catering to both the organized and the unorganized sectors.

The company currently has a plant in Chennai and plans to increase them in the coming years.

-Satrajit Sen

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