We are targeting about 25-30 new stores every year: SSIPL
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We are targeting about 25-30 new stores every year: SSIPL

SSIPL has been in the business of manufacturing and selling sports brands for the past 20 years, with Nike and Lotto. They have identified the opportunity in the market. Apart from Planet Sports, there have been practically no other organised retailers selling international sports brands under one roof. 

What does your total product line comprise of?

In terms of brands, all international sportswear brands from Nike, Adidas, Reebok, Skechers, Puma, Lotto, Asics, New Balance and Speedo are a part of our portfolio. We are footwear centric, apparels and accessories and contribute about 20 per cent to the total business.

Who is your target consumer and what consumer area/sensitivities does your brand stand for?

Our target customer is anyone, who is enthusiastic about sports and fitness irrespective of the age group and the activities they are interested in. We envision becoming top of the mind name recall for anyone looking for renowned brands in the sports and fitness segment.

Our focus is on elevated service and brand experience. While we are an MBO by design, our focus on an elevated service and brand experience, make us no less than an EBO by character. Most of the sports brands are available in the Indian market today.  These range from top end brands like Nike and Asics to mass appeal brands like Columbus & Lotto. We are, thus, able to cater to a wide customer base.

What are the price points your brand ranges in? What is sweet price spot in brand that you have observed?

Our price range varies from location to location, though we primarily operate in the 2.5k – 8k price segments. The sweet price point is 4k-7k.

Keeping in mind the growing customer preferences, what’s your Omni-channel strategy? Do you sell through own ecommerce or through marketplaces and which ones?

Today retail organisation which chooses to leave out even a single channel of customer interaction to sell its product is losing potential customers. We too are certainly planning to enter Omni-Channel retail, how soon and in what all formats, is something that we will disclose soon. We are also in the process of launching our Virtual Store App, which is in the pilot phase.

What’s the average store size and investment required to open a store?

The average store size is 900 sq. ft. for 32 lacs.       

What’s the technology that is being used to make store operations efficient and who are your tech partners in the same?

In terms of technology integration, Sports Station runs on AX platform and Microsoft is our tech partner.

What’s your expansion plan?

With a number of new trends catching on, namely athleisure, sports and fitness are rapidly becoming a part of the modern Indian lifestyle, which presents to us mammoth growth potential. We will keep adding new brands and new products to our portfolio and will continue to increase our retail footprint. From here-on, we are targeting about 25-30 new stores every year, at least for the next 3 years, and would also be looking at gradually increasing our average store size.

How many franchise stores are you planning to open and where? What is the investment involved and ROI for the franchisee?

For an aggressive expansion plan, franchisee model works best. Apart from a few flagship stores in top cities, we intend to go through the franchisee route for expansion.

Investment of 32 Lacs is required for a franchise store and the RoI can be expected to be 12-15 per cent in the first year.

What support do you give to the franchisee?

·         Backend Operations - We have dedicated team of area managers, who are responsible for the sales and operations of a given set of stores. Franchisee stores are also allotted area managers. The area managers are responsible to ensure that the franchisee stores understand and adhere to the company’s policies and processes.

·         Product – A dedicated product planning team at the backend to ensure that each store gets the right brand mix and products in the right quantity, at any given point of time.

·         Training – A back-end training team that travels across the country training store staff at all store locations, at least once in a quarter.

·         Managers’ training – We have an extensive three days training program for franchisee stores’ managers, which covers policies, processes, product and KPI knowledge and leadership skills.

·         Branding & Visual Merchandising – We provide branding and VM support in terms of guidelines as well as materials.

 
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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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