New Delhi-based Amaryllis Appliances (India) PvtLtd, a marketer of energy-saving and eco-friendly exhaust fans and kitchen appliances, is gung-ho about its retail expansion.The bid to increase footprint is in line with the company’s objective of providing world-class products in an affordable price range to Indian consumers, said the company director Ramavtar Gupta.
“At present we have over 300 dealers including six distributors. We have set a target of increasing the dealer base by 200 and the number of distributors to 10 by end of this year,” shared Gupta. “While the dealership offer is for pan-India, the focus market will be south and west. We need to increase our market presence in these regions,” added Gupta.
The potential dealers and distributors, said Gupta, will be chosen on the basis of their financial strength, domain knowledge, and their network strength with the architect and interior designer community. “We are not looking for exclusive stores. Our focus at the moment is to have dealers on board who operate on a multi-brand outlet (MBO) model. On our part we will like to have a display area for our brand, Amaryllis.”
Gupta shared that investment required to be a dealer for Amaryllis would be around Rs 20,000 to Rs 25,000. “We value our business partners and keep coming up with various schemes, cash discounts, etc for their benefit.”
“All Amaryllis products are certified by SGS, CE and CB,” he informed. “We provide bestquality premium products at the most competitive rates; this has helped us make a name for ourselves in the competitive market which is flooded with me-too products.” Gupta added that apart from competitive pricing, it is the design and energy-efficiency aspect of products that acts as a differentiator for brand Amaryllis.