23/03/2012
Videocon to add 625 Digiworld stores in a year
Digiworld, the electronic multi-brand retail store from Value Industries, a listed company of Videocon Group, is expanding its footprint and plans to launch a total of 1,000 stores by the end of next financial year.
“We are targeting tier II and III cities for growth by opening 625 new stores as these markets are exploding,” Anirudh Dhoot, director, Videocon Industries, told Financial Chronicle.
“We want to take the total tally to over 1,000 stores by the end of financial year 2012-13,” he said. The tier II and III towns and cities were growing rapidly with a taste for good consumer durables and electronic goods and the company wanted to aggressively tap this segment offering top quality brands, Dhoot said.
At present, the company retails consumer durable brands like Videocon, Philips, Hitachi, Panasonic, Sansui, Electrolux, Kenstar, Usha and Kelvinator, Kenstar, Toshiba, Sony, mobile brands like Apple, Blackberry, Nokia, Samsung, HTC, Videocon mobile handsets and services and D2H services and Canon and Nikon range of cameras.
Dhoot said, at present 60 per cent of the existing 375 Digiworld stores in 65 cities were owned by the company and 40 per cent by the franchises. “We will follow the same ratio in expanding our foot print pan India this financial year,” he said.
On Wednesday, it opened one of its largest 10,000 sq ft franchise-owned stores at Boisar town in Thane district, near Mumbai. The company said Boisar being a booming industrial town with a population of about 6 lakh would generate a business of Rs 50 lakh per month.
“Four more Digiworld stores are lined up in New Bombay, Cochin, Pune and in Punjab next month,” Dhoot said. The size of the stores ranges from 1,200 sq ft to 12,000 sq ft depending on the location, he said.
“The company and the franchisees invest a total of Rs 30 lakh-Rs 5 crore per store,” Dhoot said. He said it takes about six to 12 months to break even.
Dhoot said look wise all Digiworld stores flaunted a uniform format for branding for which the company invested Rs 5 lakh-Rs 25 lakh for exterior and interior decor.