Kochi-based Kriztle Bath &Wellness Pvt Ltd is keen to expand market presence beyond its traditional strongholds. The company markets bath and wellness wares including vanity wash basin counters, bathroom accessories, faucets & rain showers, shower panels, spa, sauna, etc.
“Currently we operate across south India with a network of about 200 dealers. In the next two years we are aiming to double the present strength,” shared M K Ansari, managing director of the company.Kriztlehas already identified the markets it wants to focus on for expansion.
“As far as expansion into new markets is concerned, we have decided to focus on markets such as Maharashtra and Gujarat,” informed Ansari.The company will use its expertise, gained in southern markets, to increase market presence in the western markets. Explaining the logic behind choosing this region as its new focus market, Ansari reasoned that when seeking market expansion by increasing dealer base, Kriztle gives a lot of importance to logistics. “For us, logistic issues are main constraint for area wise market expansion. Our first consideration is the serviceability of the area.”
“All our channel partners are premium dealers who have discerning customers for quality and innovative designs,” shared Ansari. Talking more about the company’s dealership model, he informed that Kriztle has two types of dealerships – Kriztle Boutique and Kriztle Gallery. Kriztle Boutique requires at least 1,000sft for display space and Kriztle Gallery requires 750sft display space.
Talking about displays, he said, “Aesthetic display is a pre-condition for our dealership.” According to Ansari a good display not only adds to aesthetics of the showroom but also helps communicate product details better.