Packaged to Perfection

 

MAPP’s philosophy behind venturing into retail was simply to provide a one-stop solution to two of the major components in the profession – a place to procure raw material from and a place to sell a ready product from.
 
Magnificence, a pioneer in the field of gift packaging, launched MAPP – Magnificence’s Academy of Packaging Professionals
– in January 2009.
 
MAPP is a landmark institute that aims at directing enthusiasts who want to excel in the field of packaging by giving them
professional knowledge and practical training while nurturing their creative aptitude.
 
MAPP has been set up to provide a professional stance towards packaging to students who have a creative flair for it.
Numerous packaging techniques, concepts and skills would be taught including those sourced from across the globe to
help the students be in sync with international trends. MAPP offers an exclusive set of courses, designed to satisfy thirst for
knowledge and creativity. MAPP offers not only professional courses but also hobby and other short term courses.
 
Shalini Beriwal, CEO, MAPP, tells Retailer in an interview that MAPP aims to enforce confidence, recognise a student’s
orientation and efforts on self-development and reward them with certification and employment/employability.
 
Retailer: What prompted you to venture into retail? What is the philosophy behind this brand?
Shalini Beriwal (SB): When we started the academy, we were aware that there would be a demand for an outlet that
would cater to two basic needs – one, serve as a point of purchase from where students could buy raw material, and two,
serve as a point from where they could market their designs.
 
The philosophy behind this was simply to provide a one-stop solution to two of the major components in this profession – a
place to procure raw material from and a place to sell a ready product from.
 
Retailer: Please tell us about your product offerings. What does the product range comprise?
SB: As stated above, our product range covers material needed by the student during the course and the products created
by students during the course. Now, we have also started stocking material that a student does not need during his course
but will need eventually in the long run. The prices depend on the material and the product sold.
 
Retailer: Where do you source these products from?
SB: The raw material is sourced from India and other foreign markets. The ready products sold here are those that have
been designed by the students.
 
Retailer: Who is your target audience?
SB: Our target audience is anyone who needs either raw material for gift packaging or ready gift packaging for any kind of
consumption.
 
Retailer: What is the USP of this brand and how is it different from other traditional, unorganised retailers?
SB: Normally, a retailer does not mix two segments together. He will either have raw material or ready product. We keep
both and this is our USP. MAPP will also be a good one-stop shop for anyone who is looking for freelance or full time
designers as well as raw material.
 
Retailer: What are your future expansion plans?
SB: We intend to expand rapidly and open 200 MAPP shops in the next 10 years.
 
Interviewed by Suranjana Basu
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