Bengaluru-based furniture fittings specialist Cervetti India is keen on expanding its retail footprint beyond present markets of Tamil Nadu and Karnataka. “As we seek to expand, we will be focusing on new states,” informed Ajay Jain (ajay@cervettiindia.com), director–business development at Cervetti.
In an exclusive interaction with Sourcing Hardware, Jain shared that the new states and cities would be Kerala, Chhatisgarh, Mumbai, Uttar Pradesh, Rajasthan and Hyderabad. According to Jain, the new channel partners will include dealers and distributors. “We have recently appointed a distributor in the state of Kerala. It is a big market for us and we have taken the lead in appointing a key trade partner,” he informed.
“We have already shortlisted the potential business partners in most of the states where we plan to increase our street presence, and a few are in preliminary discussion stage.” Cervetti offers hinges, ball bearing slides, Cervobox slides, kitchen accessories such as sliding system, joinery fittings, and aluminium profiles. At present it has over 100 dedicated dealers, and has set for itself a target of adding 200 dealers by 2020.
In several cases discussions are in final stages and Cervetti will be appointing two to three distributors, depending on the outcome of discussions with potential partners, in the state of Rajasthan and one distributor in Uttar Pradesh. Explaining why UP, despite being a large state, will have only one distributor, Jain said that at present the company is focusing on only a few pockets of the state. Going forward, as the focus region increases Cervetti will appoint more distributors to cater to the market demand. For Rajasthan and Uttar Pradesh, we have already put in place a business development team.”
“We want to associate with dealers and for that we are at present focusing on premium counters,” remarked Jain, adding that only such dealers would be able to do justice to the Cervetti brand. A potential exclusive dealer, he said, will need to put in Rs 4-5 lakh for stock and display; and must have a space of around 1,000 sft to display full range. The company is also tying up with multi-brand outlets. As for distributors, the company is keen on associating with one who has an established network, has been dealing in premium products, and can make an investment of Rs 25 lakh.
Talking about future plans, Jain shared that Cervetti India is coming up with an experience centre. “We understand the importance of an experience centre. Not only does it allow us to invite trade partners and stakeholders – interior designers, architects, etc – and explain the utility and functionality of our entire offering; it also allows us to send across a message that we are invested in our trade and our business associates. We will come up with an experience centre in Bengaluru by March 2019,” shared Jain, while indicating that Bengaluru experience centre will not be the only one.
Not only is Cervetti expanding its street presence, it is equally keen on adding to its product range. “Going forward we will be launching glass architectural hardware and project hardware – door hinges, door locks, etc,” he shared. “Our focus will remain on providing consumers with quality products in an affordable price bracket.”
