The very first Neeru’s franchised outlet opened in Bangalore on October 19, 2014. Commenting on the occasion was Harish Kumar, MD of Neeru’s,” This is the first franchisee store of Neeru’s in India and very soon within three to four months we will be all across India. Following that we are coming in Dubai and through Dubai we are planning to go overseas.”
He also mentioned that the franchised outlet is still in an experimental stage where they will come to understand its pros and cons. By March, Neeru’s plans to double up their growth rate. The company is already set to open new outlets in Commercial Street, Bangalore, one in Vijayawada and one in Vizag. The franchise format will be between 1000 – 5000 sq.ft., depending on the location.
Kumar adds,”We impart training to franchisees, staff training and also support with marketing as well as promotions and take care of after sales services. Rentals are of course going to be a challenge and so will retaining of staff. We make sure if there are 100 pieces to sell, then the 100th piece must also sell. The USP at Neeru’s is to give the best of fashion to the customer. We find a huge demand for ethnic wear across the world.”
The 1800 squ.ft. store, located at 100 feet, Indiranagar, was inaugurated by Neeru Kumar, the brain behind Neeru’s and South Indian actress Sanjjanaa The store is franchised by two partners, Sravani Cheruku and Priya Vishwakuamran who, together with their husbands, have invested around 2.5 crore into setting up the store. “The staff are completely trained by the Neeru’s company and we get full support,” explained Sravani,”The investment also includes stock that comes from Hyderabad. We have products like the mix and match that start at Rs.550 and the tunics at Rs.1500 and above. Our target audience is everybody from youth to the elder crowd.”
Priya elaborates,”This particular stretch of road in Indiranagar, does not have any ethnic brand stores, so we chose this location. We are expecting at least 100 walk ins in a day. We do plan to expand our categories with kids and menswear. We will also do our own marketing even though the franchisor will be supporting us. Apart from our husbands being good friends, we always wanted to do something of our own and something different. Both of us have worked in the corporate world earlier.”
The brand which started since 1971, has been coming out with ranges of sarees from banarasis, kanchi, uppada to pochampally, salwar suits, dress materials, tunics, mix & match and accessories. The Brand is also associated with Bollywood actress Karishma Kapoor who has signed up as brand ambassador.