Evok: Showering Customers with Kitchenware

Evok is a company from the umbrella of Hindware Home Retail Pvt Ltd. Evok has a tag line of Homes with Soul and is doing every bit to prove this right. D K Jairath, Brand Director and COO at Hindware Home Retail Ltd (HHRL) reveals to Sahiba Sachdev that t
D K Jairath

Evok is a company from the umbrella of Hindware Home Retail Pvt Ltd. Evok has a tag line of Homes with Soul and is doing every bit to prove this right. D K Jairath, Brand Director and COO at Hindware Home Retail Ltd (HHRL) reveals to Sahiba Sachdev that the company is planning to have 50 stores across India in the next three years, with an investment of Rs 250 crores… and more


Sahiba Sachdev (SS): What is the rationale behind launching Evok Kitchen + Bath specialty store?

 

D.K. Jairath (DKJ): In today’s time, kitchen and bathroom need intensive care for detailing in understanding a particular space and expertise from designing to installation and post care. Taking the core USP of Evok forward, Evok Super Specialty Kitchens will be the one-stop-shop, which will give a comprehensive and coordinated “Turnkey Solution” to the entire kitchen and bath. Also, having smaller in space stores as compared to large stores helps in multiplication of such stores in a short time.

 

After the successful opening of Evok- Home fashion Mega Store in Delhi & NCR last year, Hindware is all set to launch its Super Speciality Kitchen + Bath store in South Delhi at GK- II.

SS: Give us an insight into your company in terms of presence (number of outlets and location).

 

DKJ: We currently have five Evok-Home Fashion Mega Stores in Delhi NCR.

Super Speciality Kitchen + Bath store in South Delhi at GK-II will be our first pilot store, post modelling for first six months. Evok will multiply in various locations across the country with a mission to be the largest Kitchen + Bath super speciality chain of stores in the country.

SS: What kind of growth in sales has your company seen?


DKJ: We have just started out. However, keeping in mind speed of urbanisation and customer's need to have lifestyle bath and kitchen spaces, the sector is expected to witness 30-35 per cent year-on-year growth for next 6-7 years, undoubtedly.
       
SS: Who are your target audience? Are you into some kind of partnership with other hotels and spas etc wherein you provide expertise along with products to them?

 

DKJ: Super Speciality Kitchen + Bath chain of stores will focus on end consumer, architects and interior designers through it various offerings. In short span of time, Evok through large format and super speciality stores had made a significant presence in all three segments.  

SS: Seeing the competition, the small markets are also providing customers quality products that are as good as that of brands and that too at a cheaper rate. Do you think it is a threat to your business? How do you address the issue?


DKJ: Local players do not have the band width and infrastructure to compete with Evok.
Currently in home interior category the challenges are the mind set and availability of quality products requiring high quality of installation and after sales service.

 

We at Evok source our furniture and related products from across the globe. This way we offer products that are in line with the latest trends in home interior. We also focus on details and Indian sensibilities.

 
SS: Home stores need to be very attractive and pleasing to the eyes to gain more footfalls. What do you do to make this happen?

 

DKJ: Increased number of footfall is seen due to these initiatives- great retail design + navigation, great products + services, great value for money offerings/offers and super knowledge based consultation from design to installation. And we ensure that these are intact.

 

SS: Are your stores company owned or franchised? What is the store size?

 

DKJ: All Evok stores are company owned. But the store size differs as we have three different formats of speciality chains that cover living, kitchen and bath domains ranging from 8000 sq. ft to 30,000 sq. ft in size.


SS: What differentiates you from your competitor?

 

DKJ: ‘A true blue’ Evok chain of one stop home interior stores - Design to Installation at value pricing is our key USP.  

 

SS: What are your expansion plans?

 

DKJ: We plan to launch 50 such stores in next three years

 

 

 

 

D K Jairath, COO, Hindware Home Retail Ltd
RECOMMENDED FOR YOU
TRENDING ARTICLE