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India to get a new ‘Wardrobe’

08-September-2008
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India to get a new ‘Wardrobe’

Organised laundry business in India is set for a major boost with Wardrobe launching its operations in Delhi with an aim of setting up a pan-India network of an ultra modern chain of dry cleaning and laundry stores.

Promoted by Diamond Fabcare Pvt Ltd in collaboration with Australia’s Brown Gouge, plans are afoot to open about 1,000 retail outlets across 30 cities over the next five years at an investment of Rs 150 crore.

Fabcare’s initial focus is on the Delhi NCR market. Jyoti Maheshwari, Chairman, Diamond Fabcare, said, “Our plan is to open 100 exclusive stores and 200-300 pick and drop centres in 2008-09 at an investment of Rs 14 crore.”

The company has identified 30 locations in Delhi, Gurgaon, Vaishali, Indirapuram, Kaushambi and Noida for the soft launch between September and mid-October 2008. Seventy more outlets will be added later in the current fiscal. After Delhi and the NCR, the company plans to launch operations in Mumbai, Bangalore, Chennai, Hyderabad, Pune, Ahmedabad, Surat, Kanpur, Jaipur, Lucknow, Nagpur, Indore, Goa, Chandigarh, Bhopal, Ludhiana, Vadodara, Shimla, Nasik, Jalandhar, Bhubaneswar, Dehradun, Amritsar, Aurangabad, Navi Mumbai and Kochi in a phased manner.

Meanwhile, Wardrobe is launching a Rs 3-crore ad blitz next month. According to Maheshwari, the campaign would cover print, radio, outdoor (mobile hoardings), mall promotions, and direct mailers, besides door to door promotions.

Wardrobe is the second organised retail player after the White Tiger brand in the Indian laundry and dry cleaning market, estimated at Rs 3,500 crore. Wardrobe’s business plan is to target 70 per cent of the retail segment and 30 per cent of institutional business.

“Our business model revolves around three dimensional reach through outlets, pick and drop centres (shop-in-shop format) and home pick and delivery. Our model also envisages franchise operations. After opening 50 company-owned outlets, we will offer low cost franchise opportunities to prospective franchisees,” informed Dr A Srivastava, Executive Director, Diamond Fabcare.

With demand for laundry services increasing at about 25 per cent annually and with a big void for international standard organised players, Wardrobe hopes to capture the market. “Our USP is our seamless and compelling service with global equipment, technology and logistical support, offering high quality service at competitive pricing,” claimed Maheshwari.

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