Our 2020 vision is 600 exclusive stores: Ravi Modi
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Our 2020 vision is 600 exclusive stores: Ravi Modi

In 1999, Ravi Modi, Founder, Manyavar created a family business that re-invented men’s ethnic wear category. The brand became synonymous with wedding wear and later to festivals.

What is unique about franchise strategy that is making your model a hit in the market?

The business model of Manyavar is routed through the franchisee model. Trust and values are the two key points that are embedded in the strong business relations. The major challenges of a business with regards to the resources usually raise three questions namely -- What, How and When. This can be explained through robust strategies established with the partners. The franchisees complete the Manyavar Parivaar as they are treated as our extended family; thus the sense of belongingness has shown its dedication in maintaining our mission and vision.

What are your criteria for selecting investor?

People should have experience in the field of retail; minimum carpet area should be 1,000 sq ft and willing to invest Rs 40-50 lakh as an initial investment.

What training and support you will be offering to your investor?

We cover various avenues ranging from software and system like ERP, process driven technology based communications tools to employee training in soft skills imparting our values.

How do you envisage your growth prospects in India? 

The retail business here is unique as compared with other markets across the globe. Despite difference in demographics, careers, preferences and lifestyles, we still have same ‘Indianness’ in our blood. The Indian ethnicity is unique and in the today’s world not just Indians but rest of the world appreciates this.

What is the preferred franchise model for your brand’s expansion? 

We follow two franchise models – single-unit franchise and multi-unit franchise. In single unit franchise, we maintain individuality in concurrence with the uniformity of the brand values. We believe ‘we rise when our associates prosper’ and this belief led to the evolution of the multi-unit franchise model.

What is your expansion plans? 

Our 2020 vision is 600 exclusive stores with 1 million sq ft of retail space, including 100 flagship stores and 50 global stores spread across 300 cities worldwide.

 

 
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Digihaat Revolutionizing E-commerce with ONDC to Empower Small Businesses in India
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Digihaat Revolutionizing E-commerce with ONDC to Empower Small Businesses in India
 

In a rapidly evolving digital commerce landscape, Digihaat emerges as a transformative force, leveraging the Open Network for Digital Commerce (ONDC) protocol to empower underserved sellers and expand e-commerce access in India. In an exclusive interaction, Rahul Vij, COO of Digihaat, sheds light on how this buyer application is reshaping the industry by ensuring a fair, transparent, and sustainable marketplace for both sellers and buyers.

The Birth of Digihaat and Its Unique Proposition

Digihaat is an ONDC protocol-enabled buyer application that acts as a front-end interface connecting sellers to buyers. Explaining the platform, Rahul Vij stated, “Digihaat operates like any other buyer application, but its entire supply chain, backend services, and technology stack are sourced through the ONDC protocol. This allows any seller onboarded via ONDC to gain access to a vast digital marketplace.”

Unlike traditional e-commerce platforms, Digihaat does not impose a centralized control over sellers but instead provides them with a democratized ecosystem, where they can independently manage their inventories and sales without paying heavy commissions.

Addressing Key E-commerce Challenges

Digihaat is committed to making e-commerce more accessible and inclusive, particularly for small and rural businesses. “The idea is to help sellers increase their audience reach and integrate them into India's digital economy. We align closely with the local for local initiative, ensuring small businesses, entrepreneurs, farmers, and artisans get a fair marketplace,” said Vij.

A key challenge in the current e-commerce ecosystem is the lack of visibility and support for local and underserved businesses. By leveraging ONDC, Digihaat ensures that these sellers are not overshadowed by larger players but receive equal opportunities to showcase their products across the country.

Seller Onboarding and Delivery Mechanism

Seller onboarding is facilitated through seller network participants (SNPs), who assist in managing catalogues and deliveries. Vij explained, “These network participants take care of onboarding, managing the catalogue, and ensuring seamless deliveries for sellers. They play a crucial role in bridging the gap between independent sellers and the ONDC ecosystem.”

Expanding India's E-commerce Reach

Currently, e-commerce penetration in India is at just 6 percent, leaving immense room for growth. Digihaat aims to onboard the remaining population through a transparent, efficient, and scalable model. “Our vision is to empower not just buyers but also millions of sellers across India. When a revolution of this scale happens, the ease of selling and buying transforms, much like India’s UPI revolution,” he remarked.

By lowering entry barriers and simplifying digital transactions, Digihaat intends to replicate the success of digital payment systems within the e-commerce space.

Supporting the Make in India Initiative

Digihaat is aligned with the Make in India movement by promoting local artisans, MSMEs, and traditional businesses. The platform has launched a dedicated section, Amazing India, featuring handicrafts, textiles, and artisanal products year-round.

“Amazing India will permanently showcase various indigenous crafts and self-help group products, reinforcing our commitment to India’s rich heritage. Different festivals and seasons will highlight different crafts, from textiles to handmade diyas and jewelry,” explained Vij. This initiative ensures a sustainable and consistent platform for local businesses to thrive.

Leveraging AI for Enhanced Discoverability

Technology is at the heart of Digihaat’s operations. The platform integrates AI-driven solutions to improve seller discoverability and optimize operations.

“We are building a tech-first marketplace that simplifies seller onboarding and enhances buyer experiences. AI will help enhance product visibility and create a seamless experience for both sellers and buyers,” he shared.

Sustainability in E-commerce Operations

Sustainability is a growing concern in e-commerce, and Digihaat takes a proactive approach to addressing this challenge.

“Our open network model removes middlemen, ensuring sellers retain a larger share of their profits. By eliminating unnecessary operational inefficiencies like inventory holding costs and logistics complexities, we maintain a transparent, sustainable, and cost-effective model,” highlighted Vij.

Unlike traditional e-commerce platforms, Digihaat does not impose predatory commissions or hidden fees. The platform's goal is to create an affordable network that benefits both buyers and sellers without inflating costs through deep discounting tactics.

Measuring Success Through Seller Empowerment

Digihaat evaluates its success based on the number of unique sellers gaining customers, the percentage of first-time buyers, and the overall user retention rate.

“For us, success means empowering first-time sellers and buyers to embrace digital commerce. Our goal is to digitize as many small businesses as possible while ensuring an experience that matches leading e-commerce platforms,” he emphasized.

The Long-Term Vision for E-commerce Transformation

Digihaat envisions a future where ONDC fosters a truly open e-commerce ecosystem.

“ONDC ensures that once a seller is listed, they can operate independently without paying exorbitant commissions. Digihaat acts as a trusted window for these sellers, giving them the visibility and confidence to reach new digital shoppers,” asserted Vij.

Digihaat is not just targeting Tier II and beyond markets but is a pan-India initiative. Sellers come on board via self-help groups, SMEs, and established brands, creating a universal network where small businesses and major players coexist with equal opportunities.

 

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