Dehradun-based bathroom furniture supplier Dazzle International is targeting the Delhi-NCR market to expand its retail footprint. The company has developed a comprehensive range of furniture pieces including bathroom vanities, mirrors and storage units.
“At present we have 85 dealers,” informed Anurag Gupta (dazzlekitchen@gmail.com), director of the company. He shared that the company is looking forward to establishinga retail base in Delhi-NCR, followed by Rajasthan. “We are targeting the national capital region and are aiming to appoint approximately 30-35 dealers by the end of this fiscal.” The target, he said, is to have around 140 channel partners by the end of March 2019.
Dazzle at present has dealer network in the states of Jammu & Kashmir, Punjab, Haryana, Uttarakhand and Uttar Pradesh (majority of it in the western region), informed Gupta. “We have one distributor for the state of Jammu & Kashmir,” he shared and added that for the other states the distribution is managed from its office in Saharanpur, Uttar Pradesh. “As we expand our market presence, it will be difficult to serveall the markets from Saharanpur. Going forward we would like to appoint at least one distributor per state,” he reasoned.
Discussing about requirements from a potential dealer, Gupta said that the dealer’s showroom should be in a good location and he should be dealing in reputed brands. “They should be able to provide us with space to display 5-10 Dazzle products,” he shared. On the investment front Gupta clarified that channel partners need to put in a minimum of Rs 1-1.5 lakh and that the first order should be of 15-20 vanities.
On its part Dazzle would supply dealers with two display stands free of cost – each stand can display four wall hung vanities – and three brand stands for mock-ups. The company will supply customised products, as and when necessary, at marginal additional costs. “We are also available on Amazon, and now on Amazon Prime. However, we have worked out the costing in such a fashion that it does not impact our offline retail partners. We provide around 50% trade margin to our offline channel partners.”
The company will be participating at Vibrant Ceramics, a tradeshow coming up in Ahmedabad in mid-November this year. “At Vibrant Ceramics, we are hopeful of forging distributorship alliances with players from across the country,” remarked Gupta. For the bathroom furniture range the company is investing in branding building through key magazines and trade fairs. “We hope our marketing and positioning initiatives, via our participation in tradeshows and in print magazines, will help elicit channel partner response from across the country.”
