Synonymous to innovation in design

Making designer silverware for the well travelled discerning people. The products impart palpable attribute to her/his taste and preference, will always look for branded silver ware with a guarantee. With the exposure of working with world renowned lifest
Deepak Whorra

Making designer silverware for the well travelled discerning people. The products impart palpable attribute to her/his taste and preference, will always look for branded silver ware with a guarantee. With the exposure of working with world renowned lifestyle brands, Episode has the edge in understanding and ability of delivering such products which appeals to the aesthetics and are functional as well.

 

Vrinda Oberai, Franchise India Media caught up with Deepak Whorra, Director, Episode to understand this innovative retail business.

 

Vrinda Oberai (VO): What are the varieties of product ranges that you offer? How innovative are Episode’s products? What is your target audience?

Deepak Whorra (DW):  Episode showcases its repertoire of over 2500 designs for all your day to day needs and for your personal and/or business gifting needs as well, making occasions memorable for lifetime…even generations.

 

Episode has contemporarily designed products in the categories ranging from tea/coffee sets; serve ware & table ware, decorative items to stationery and desktop items among others. Episode also provides probably the widest variety of religious figurines and puja thalis, diyas, incense holder etc.

 

There can be mainly three kinds of target audience for corporate gifting – festival gifting to business associates, sales promotion tie ups for marketing schemes by corporate and event based requirements of gifts like conferences, dignitaries, corporate sponsored events like sports events, glamour or business events.

 

Thus industrialists, celebrities, corporate executives, architects & interior designers, are among the esteemed clients of Episode.

 

VO: How do you perceive the Indian corporate gift market and since when are you present in India? What channel have you explored to enter the India market?

DW: The corporate gift market is an ever expanding horizon for Episode. With our outlets present at Mumbai (3 outlets), Gurgaon, Delhi (5 outlets) and Kolkata, Episode has been able to work with industry mammoths and steadily increasing the size of its kitty.

 

Episode’s inception was in 2001 when we launched our flagship store at Greater Kailash. However, the family lineage of the founders traces back to over 100 years in Silverware.

 

Primarily, Episode reaches out to the corporate tsar via its retail outlets and additionally through electronic channels like internet, e-mail, other than generic PR and advertising in the print media.

 

VO: Could you please share some facts and figures about both – the Corporate Gift Industry in India and abroad?

DW: Though, no published figures are available but corporate gifting takes centre stage during festivals like Diwali (among others) and the values of corporate purchases account for over 40 per cent of our annual turnover in India.

 

VO: What remains to be Episode’s USP? How is your marketing strategy different for your stores – abroad and in India? How different is the audience?

DW: Episode’s USP is innovative designs and extensive collection - the impeccable renditions of the widest variety available of religious deities, the unique silver fused glass vases in the variety of designs, the silver fused porcelain dinner set – all have become Episode’s signature pieces. Word of mouth arising from customer satisfaction is our biggest USP coupled with the fact that Episode offers value for money and value for its products.

 

VO: What are Episode’s expansion plans for India two years down the line?

DW: We intend to increase our presence in Metros other than Delhi, Mumbai and Kolkata, followed by tier 1 cities. To our existing product profile, we intend to add other lifestyle/interior décor products which are sourced from the finest craftsmen this country has to offer.

 

VO: You have manufacturing facilities in India?

DW: Yes, we have manufacturing facilities at our factory in Noida.

 

VO: How do you retail your products (MBOs etc)?

DW: We retail our products through our retail outlets, the latest addition being the three outlets in the departure lounge of the IGI Airport, New Delhi.

 

VO: What is the price range for the product range Episode offers? Is it any different for India and abroad? If yes, why?

DW: Prices at Episode vary from Rs. 200 onwards up to Rs. 23.5 lakhs and products are offered in two categories – silver with a guaranteed purity of 92.5 per cent and brass handicrafts plated/coated with silver. Episode does not retail abroad.

Deepak Whorra
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