Indian is known for its tradition and culture worldwide. Artisans and craftsmen help us to carry our traditions forward throughout the world. There are brands in India which are focused towards maximizing the involvement of artisans and craftsmen in their organizations. There is a niche segment of customers who are dedicated for such style of clothing. One of those brands is Seune Cottonlife. We spoke with Mr. Karan Puri, Founder & CEO, Seune Cottonlife to know about his brand and future plans for the expansion of Seune Cottonlife.
1. Mr. Karan, please throw some light on Seune Cottonlife.
After having worked with weavers and artisans in the interiors of Gujarat, Rajasthan and Madhya Pradesh, we were ready to create something which has the traditional base with modern look. Indian Culture is so vast and diversified that when you go deep into the study of it, you always end up learning and creating a completely unique element which became our forte We have closely worked with Khadi, Mrignaynee and Craft Plus in designing their fabric basically to see young and corporate customer’s response in their emporium and that encouraged us to launch our own clothing line.
2. How do you see the growth of your Brand from the day you started it? In which locations Seune Cottonlife marks its presence?
We started in 2012 with 2 stores in Gurgaon and the response has brought us to franchising to help us to expand. Widely accepted by the mass, we have been growing since and aim to be the best contemporary women wear in cotton. We want to move ahead slowly and selectively in the first 5 years zeroing on good franchisees. We would like to ensure them with good stitching quality, living designs which breathe and the best color combinations leading to good margins and profitability.
3. What is the unique selling proposition of your brand?
A couturier with distinguished cut and style, Seune epitomizes the diversified culture of India. Our contemporary women wear is based on cotton with amazing color combinations in traditional but modern designs. These are not priced very high but are high on corporate women’s shopping list.
Our stores boast of an astonishing range of contemporary Indian women’s and men’s wear in handmade material in a rich tradition of weaves, prints & dyes. Playing with colours, not to forget, a hint of vegetable dyes to add that youthful spark to the cloth crafted is another forte of Seune.
4. What are the challenges you have faced while creating and establishing your brand.
It is basically the shortage in hand woven fabric in vegetable dyes, because the new generation is not interested in helping their families in carrying this tradition. So the volume suffers but we still ensure that we majorly provide hand woven, vegetable dyed material. Our unique color combination with some hand embroidery makes our Brand’s presence felt where ever we go. So we have quite high repeat shoppers.
5. There are various ways of brand expansion. What made you choose the franchise route?
It is very important to get a feel of the fabric and see overall quality in actual and that is possible only by having Brick and Mortar model, which can only be achieved through franchise route. We also like to create emotional connections with customers through inspiring product design, unique store experiences, and compelling marketing.
6. Not everyone is well acquainted with the know how of apparels industry. What kind of backend and front end support you would provide to such franchisee?
It is not that difficult business. From the free planning of a Seune Cottonlife shop to the management and training assistance, Seune Cottonlife’s operational system helps a franchisee to maximise his profits. Knowledge, reputation and differentiation represent the pillars of Seune Cottonlife, a guarantee for those who want to invest in the growth of their business image.
7. What are your future plans for domestic and international expansion of Seune Cottonlife.
We are not very aggressive as of now. We would like to work with few franchisees whom we want to see growing from shopowners to become our partners, increase volume and revenue of these stores and they further drive growth in their area by having more stores. Internationally we have not planned much. We will decide only after our first exhibition in Chicago in June ’15.
8. Please share the franchise facts of Seune Cottonlife with us.
• Total Investment- Rs.15- 40 lacs
• Franchisee fees – Rs.2-3 lacs
• Area required – 500 sq.ft – 1500 sq.ft
• Royalty – No Royalty
• Margins- 30%
• Payback period- 2 years