How STRUTT is creating a difference in Indian fashion and lifestyle space?
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How STRUTT is creating a difference in Indian fashion and lifestyle space?

Kindly shed light on the journey of STRUTT. How did the brand start and journey so far? Also shed light on your entrepreneurial journey

Strutt is from a Suburb of Delhi where it dreams about creating beautiful, original Carry on Travel gear and is inspired by all the hustle bustle and the very busy lifestyle. We understand what really matters: Faith, family, local community, quality, sustainability, craftsmanship, and taking the time to make something good and we make sure a little bit of everything goes into handcrafting each and every bag.

When we had started we were mostly manufacturing for other private labels and small time Agents for the purpose of corporate gifting. We then got extremely lucky with Walmart and that’s when we got direct exposure to the customer. And so Strutt was born. From there onwards there was no looking back.

 We believe we can change the Travel world, one bag at a time. 

 Indian fashion and accessory market is already crowded with many premium international, domestic brands and niche fashion designers. In such scenario, how your fashion label standouttoothers?  

 The Millennials are guiding our path and carving the niche for our Fashion Label. Travelling and Awareness has become so intrinsic to the culture of the Millennial that Their lifestyles and needs and Shopping patterns are what is Guiding our path. Strutt is emerging as an industry leader in the carry on Travel Luggage space. The options, colors, variety, sizes shape we have them all. The bags are compact and Easy to carry and needless to say extremely stylish. The variety offers something for everyone. Each bag is made and designed keeping in mind the size of the airline Cabin Baggage. The most common sizes we are offering are perfect for 3 to 4 days’ travel. There are some standard features across bags which are imminent for essentials and those have now become our highlighting features.

According to you, what are the factors propelling growth in fashion and lifestyle retail market of India?

 It’s the time and age of the Millennial. They have now become the most significant demographic of the population. For the Millennial today quality is king, they seek both quality and value and are more attracted toPvt Labels that deliver both. The Millennial state of mind has changed the way the purchases are made across generations. The sheer size of the Indian youth paves the way for sustained growth in purchasing power.

What is your current distribution in the online and offline space. Do you have retail store or plan to open in near Future? Going forward, what are the plans to scale up the distribution?

We have An online Store www.thestruttstore.com .However When we did decide to go live with our Brand and While the website was under construction we did try Offline retail by sharing a wall of an established store in DLF Mall of India. We did this to understand our customers and their needs better and to get a live feedback on our products. We were in DLF for about 5 months before we launched our website and from there we moved to completely our online store once it was launched. The future for Strutt looks super exciting in both the Online and Offline space.

According to you, what are the major challenges in your retail category? 

We manufacture each and every bag. We do not sell stock items. Our manufacturing methods have evolved to a point where we can handcraft a bag after we have received the order and then dispatch it within 24 hours. While working for brands like Walmart we learnt a lot and achieved great cost advantages. When we decided to go retail we decided we will transfer these Cost advantages to the Customer. Due to this we work on limited margins. Now this is where the challenge arises. All these big companies like Myntra, Amazon and Flipkart work on Stock models. Also their objective is to continuously increase consumer base which is why they offload stocks at discounts of 80 – 90 %. We are too small a fish to match these discount and survive the losses. Another big challenge we face in the online retail space is the Logistics and delivery of the bags. Our delivery partners still haven’t gained complete control over their last mile service. Which is why smaller brands like us suffer huge losses in COD deliveries, when they are not delivered and return back to us even if the customer wanted the purchase.

Is your start-up backed by any VC or PE? Do you have plans to raise funds?

Not as of now. We are Bootstrapping as of now.

 At last, kindly highlight your growth plans?

We Plan to grow online with maximum reach and offline through a unique model which will enable a lot of entrepreneurs and quicker and more efficient deliveries. Considering our growth chart in the last couple of months we are extremely optimistic about the future and the direction we have taken and are looking at achieving a Leading role in the Travel life cycle of the Smart traveller.

 

 
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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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