Exclusive business outlets works best for TISVA
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Exclusive business outlets works best for TISVA

TISVA was launched in April 2014 with its flagship store in Chandigarh. The brand’s uniquely designed products include ambient lighting concepts; LED designer range; chandeliers featuring both organic and modern minimalistic design language; table and floor lamps which are high on technology, featuring dimmable and tunable controls; wall lights; pendants, LED spot lights and utility products including LED lamps, battens, strips and down lights. Designed with little ones in mind, TISVA’s most popular range includes exciting and playful lights catering, especially to kids. TISVA has recently introduced outdoor lighting range as well into its portfolio.

 

Tell us about the brand USP?

Tisva goes beyond ordinary lighting concepts and brings forth a collection of aesthetic luminaries designed with love to illuminate contemporary homes.Tisva caters to premium customers in Sec A+ ranging from home decorators and redecorators to end consumers. The brand is for the modern family through which one is able to showcase one’s fine taste.

What are the price points your brand ranges in?

Our product range caters to premium segment. Price range of Tisva lights is 2,000 onwards and goes upto Rs 2 lacs. The price spot ranges from about Rs. 40,000/- to 50,000/- in the premium segment. But, our recent launches have also been liked and are currently fastest selling products. These products range between Rs. 1, 20,000 to 1, 50,000.

 Amid many players in this segment, what’s your strategy to beat the existing competition?

TISVA is amongst the very few organised brands offering technologically advanced home decorative lighting solutions and unmatched service assurance with its exclusive product portfolio, which is regularly refreshed and updated in line with the latest trends. The brand focus is on promoting lighting concepts and lighting consultancy to end customers and interior designers as opposed to selling singular lighting fixtures. In terms of marketing initiatives, Tisva has done campaigns across all major dailies, magazines and digital media. TISVA also partnered with Mercedes and joint promotion activities were done in prominent and affluent residential locations in Gurgaon. Apart from this, Tisva regularly hosts marketing meets for architects. Recently, the brand associated with well-known interior designer Gauri Khan. This association is in line with the brand’s philosophy and reflects on its luxurious lighting concepts for illuminating contemporary living spaces.

Which format according to you, works well for your brand– EBOs versus shop-in-shop?

Exclusive business outlets works well as our customer wants experience and we are able to give complete experience through customised experience zone at EBOs.TISVA EBOs feature specially designed experience zone for consumers to see, touch and feel the diverse range of world-class home decorative lighting concepts apart from the matic display area. These stores have been conceptualised to create an atmosphere of automated lighting concepts.

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?

We have opted for Omni-channel strategy including online presence, multi-brand stores and franchisee and own stores. We sell through the home improvement e-commerce sites as well as through retail outlets. We will soon be selling through other such platforms.

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

In metro(s), average store size is about 2500 sq. ft carpet area, whereas in tier-1 average size lies between 1200 -1500 sq ft.

Investment of about 30 lacs+ is required in metros and more than half of this amount is shared by company and rest is taken care by the franchisee.  Similarly, for Tier 1 cities, the investment required is about 20 lacs+ and follows the same route.

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

We use the latest technology solutions from SAP for core business operations and the entire system is integrated centrally with the company and eases out the operations all around..

How do you manage your supply chain and logistics effectively?

Since Tisva is an initiative of Usha International Ltd. hence we have a robust logistic and supply chain processes in place that ensures smooth operations and efficiency.

What’s your expansion plan?

In the last two years, Tisva has rapidly increased its footprints to Mumbai (Khar), Chandigarh (Elante Mall), Delhi (Ghitorini), Chennai and 11 franchised stores across 11 cities, the latest addition being Jaipur and Baroda. TISVA lights are available through select multi-brand shop-in-shops as well. We plan to further strengthen this network by increasing our presence in strategically located high footfall areas in top 30 cities of the country and we are looking to tie-up with right franchisee partners for this.

In the next few months, we will be opening stores in locations like Indore, Jalandhar and Ghaziabad. We are looking to expand in other cities like Surat, Nagpur, Lucknow, Kolkata, Bangalore, Coimbatore, Ludhiana, Kochi, Trivandrum and Calicut. We are also looking to expand priority partner’s network across India.

What support do you give to your franchisees?

We provide great support to franchisees, enabling smooth process flow and operations. In addition to sharing the cost of opening a store and providing man –power to work on sites and architects and interior designers, we also extend our services to the extent of providing training to sales personnel, promotional support in terms of  advertising and BTL to increase footfalls of the stores. We also provide support in terms of recruiting the right man power for the store, so that the best can be achieved by the franchise holder.

 

 
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Subway India's Rapid Expansion: 100 New Stores in 2024 and a Bold Vision for the Future
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Subway India's Rapid Expansion: 100 New Stores in 2024 and a Bold Vision for the Future
 

Subway, the global leader in freshly made, customizable sandwiches, has achieved a significant milestone in India by opening 100 new stores in 2024. This expansion underscores the brand’s rapid growth trajectory in one of its fastest-growing international markets. With a renewed focus on modernization, localization, and customer-centric innovations, the brand is strengthening its position in India’s highly competitive Quick Service Restaurant (QSR) industry.

A Landmark Achievement in India's Growth Journey

India’s dynamic and evolving food industry has presented a lucrative opportunity for Subway to expand its footprint. With the opening of its 100th store in Lokhandwala, Mumbai, Subway now boasts a formidable presence of over 900 stores in more than 160 cities across India.

“Reaching this milestone of 100 new stores in a year is a testament to our customers’ trust in the Subway brand. This marks a significant chapter in Subway India’s growth journey, reflecting our unwavering commitment to delivering fresh, high-quality, and made-to-order sandwiches to our discerning customers,” said Tarun Bhasin, CEO of Culinary Brands, the exclusive master franchisee for Subway in India, Bangladesh, Sri Lanka, and other countries.

The brand’s aggressive expansion in 2024 is driven by the increasing consumer demand for freshly made, healthy, and convenient food options. As lifestyles change and urbanization accelerates, Subway is strategically positioning itself as a preferred choice among India’s young and working population.

Strategies Driving Rapid Expansion

The remarkable success of Subway’s expansion in India can be attributed to multiple key strategies:

  1. Leveraging Market Trends: Consumers today are more health-conscious and seek fresh, nutritious, and made-to-order food. Subway’s offering of fresh ingredients and customization aligns perfectly with this trend.
  2. Penetrating Tier II and III Cities: Recognizing the potential of India’s smaller cities, Subway has expanded beyond metropolitan areas. “Our innovation team closely follows local and international trends to offer an exciting menu to consumers. Our current menu already features multiple localized options, such as Paneer Tikka and Tandoori Chicken, which are very popular as they offer familiar tastes while maintaining Subway’s global sandwich-making approach,” Bhasin stated.
  3. Modernized Store Design: To enhance customer experience, Subway has introduced a refreshed store design that is more inviting, convenient, and modern. The response from customers has been overwhelmingly positive. “The new look aligns with what today’s new-age consumers seek – a smart and inviting ambiance that reinforces the freshness associated with Subway,” added Bhasin.

Subway’s Focus on Tier II and III Markets

While Tier I cities remain key markets, Subway is aggressively expanding into smaller cities to tap into their growing disposable income and rising demand for global QSR brands. Establishing outlets in high-footfall locations such as malls, airports, and highways ensures greater brand visibility and accessibility.

“At Subway, we recognize that every market has unique preferences and challenges. That’s why our menu innovation team continuously researches and adapts offerings to suit regional tastes while maintaining our global standards,” Bhasin explained.

Menu Innovations Catering to Evolving Preferences

The brand has also introduced new product lines to cater to India’s evolving taste preferences. Recent additions include the Hot & Cheesy Signature Subs and Breakfast Specials.

“Consumers love our Hot and Cheesy Signature Subs. They are the perfect indulgence during winters, offering 1.5x filling, extra cheese, and served piping hot. Options include Cheesy Paneer Tikka, Mexican, American Barbecue, Chicken Tikka, and Lamb Pepperoni,” said Bhasin.

Subway’s Breakfast Specials are another hit, offering fresh, made-to-order sandwiches that cater to professionals and early risers. “It’s a perfect fit for morning meals, and customers can walk in or order online in metros and mini-metros to relish these sandwiches, best paired with hot coffee,” he added.

Technology-Driven Growth and Customer Engagement

Subway is harnessing technology to enhance customer experience, streamline operations, and support its rapid expansion. Key tech initiatives include:

  • Customer Engagement: Tools like Net Promoter Score (NPS), Online Reputation Management (ORM), and Customer Relationship Management (CRM) are used to interact with customers and gather insights.
  • Retail Expansion Support: Specialized technology tools aid in identifying potential store locations, ensuring efficient supply chain management, and optimizing operations.
  • Digital Transformation: Enhanced online ordering, loyalty programs, and AI-driven recommendations are being integrated to provide seamless customer experiences.

“Technology has been an anchor for multiple departments at Subway. Various specialized tech tools are leveraged to support retail expansion and drive decision-making in the supply chain, quality, and operations,” Bhasin noted.

The Road Ahead: Making Subway India’s Largest QSR Chain

Looking forward, Subway has set an ambitious goal of becoming India’s largest QSR chain over the next decade. This vision is built on key pillars:

  1. Fresh, Customizable Offerings: Subway remains committed to delivering high-quality, made-to-order food that aligns with consumer health trends.
  2. Localized Menu Innovation: Expanding its menu to include more regional flavors and healthier options will be central to sustaining growth.
  3. Wider Retail Presence: Strengthening its footprint in metros and Tier II and III cities will ensure greater accessibility.
  4. Digital and Technological Integration: Embracing digital platforms for seamless ordering, loyalty programs, and data-driven decision-making will be critical to scaling operations.
  5. Overcoming Challenges: While competition, supply chain complexities, and shifting consumer preferences pose challenges, Subway’s strategic focus and adaptability will be key to its continued success.

“We recognize that achieving our goal requires strategic planning and agility. However, our unwavering commitment to fresh, high-quality food and a robust expansion plan will drive Subway’s growth and success in India,” Bhasin concluded.

 

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