Delhi-based GAMLE kitchen appliances, the flagship brand of Orange Crow International,is on an expansion drive and plans are underway to strengthen market share via franchise route. The company’s range of kitchen appliances features designer cooktops, hobs and electric chimneys.
The expansion strategy is to come up with a chain of franchise stores which will be christened GAMLE World,an experience centre of sorts that will have on display the company’s newest launches. About 15 experience centres are being planned, and they will be located in metropolitan cities across the country. The first GAMLE World will come up in Jaipur, and there are plans to have one in Gurugram.
Commenting on the strategic move, Orange Crow managing director Sanjeev Dayal said that the idea is to put an array of products in the store and let consumers have an experience of the new designer range to make their life easier.
Further, the company will be expanding operations in all major metro and non-metro cities including Guwahati, Hyderabad, Bengaluru, and cities in Odisha,Rajasthan, Punjab, Uttar Pradesh, etc. While expanding its dealer distributor network, the company seeks to increase its presence in all parts of India. “Our intent is to be present across India by the end of the year,” informed Dayal.
Sharing the modus operandi, Dayal said that as of now the company is primarily importing its range of appliances from China, as well sourcing a few from big local manufacturers and OEMs. “We are competing on quality as well as price,” he said. To begin with, the company is offering three product categories – economy, essential, and premium – at relatively affordable prices as compared to those of its peers. Dayal shared that GAMLE products in the economy range are priced 10-15% lower than corresponding ranges of competing brands in the market; likewise the essential range is 20-25% lower, and premium range is 30-35% lower.