!

"#$% ' (")*+%,

-#*$%./#01$2 *$ 3$/#2*$14"5
67%1$"%% 1$)/ *$ 8#2*$14"5 8$"
!" $%&' '($%')%'('&% *+ ,(' -., +'(+'+ ,)),%$&(*$*'+ -.'%' ,$.'%+
+'' )%,/0'1+23
! "#$%& '()*()#%
+,- .%/ 0-,#/1 2-3/& 4 5-)%6& 72458
9) :%& ),- :#/)-3 ;< =>>> #/ ?-6,# :,-/ "#$%& '()*()#%@
foundei of Ieins N IelaIs (INI) vas silling in his ofhce
A(#)- 6%)- #/ ),- -B-/#/*C 9) :%& % )#3#/* 1%D %& ,- ,%1 %
naialhon neeling vilh his coie lean aloul lhe iecenl sellack
in pailneiship. Duiing lhe neeling il vas decided lhal INI
:;(61 /;) -/)-3 #/); E%3)/-3&,#E& #/ <()(3- 0() -F%G#/-
vaiious olhei oplions lo expand. Vikas vas conlenpIaling
lhis foi quile sone line nov as lhis vas lhe second line
vhen lhe pailneiship had lioken off. On lolh occasions
chaos happened vhen he noved on lo deveIop nev aieas
6-%B#/* ),- 3(//#/* 0(&#/-&& #/ ),- ,%/1& ;< E%3)/-3& :,;
veie cIose fiiends. Theie veie lvo issues lolheiing hin:
1) shouId he liusl his fiiends and cIose ones oi hnd sone
olhei vays lo giov and, 2) vhelhei he shouId cuilaiI his
anlilion and focus on iunning lhe lusiness hinseIf, lhal
G-%/& ,- ,%1 ); <;3*-) ,#& 13-%G ;< -&)%06#&,#/* % /%)#;/:#1-
oiaI ielaiI chain, vhich he cheiished lhe nosl. He vas
deleinined nol lo aIIov lhese lenpoiaiy sellacks lo cuilaiI
his anlilion lul vas aIso conscious of lhe facl lhal he had lo
hnd a vay lo ieaIize his goaI. Though in lhe neeling vaiious
suggeslions veie pul foivaid Iike voiking oul a fianchisee
G;1-6@ ,- :%& /;) &(3- ,;: #) :#66 :;3$C
ASIAN CASL RLSLARCH }OURNAL, VOL. 16, ISSUL 1, 155"HIH 7=>H=8
2O12 ly WoiId Scienlihc IulIishing Co. DOI: 1O.1142/SO2189275125OOO71
9:;<
4.*+ 56+' -6+ )%')6%'7 /8
96:'+. ;&)$6< =.> ?5.,06%<
6(7 =%,@'++,% "A68 =6(7*$
,@ >'0.* B(*C'%+*$8< D(7*6<
6+ 6 /6+*+ @,% 506++ 7*+5&++*,(
%6$.'% $.6( $, *00&+$%6$' '*$.'%
'@@'5$*C' ,% *('@@'5$*C' .6(E
70*(F ,@ 6( 671*(*+$%6 $*C' ,%
/&+*('++ +*$&6$*,(2
=0'6+' 677%'++ 600 5,%%'+),(E
7'(5' $, 96:'+. ;&)$6 6$
F&)$6%:GHIJ%'7*@@16*025,1
S0218927512500071.indd 155 7/13/2012 11:12:32 AM
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156 ACR}

6=>?''?'> 8! -@= <83;'=A
Vikas spenl his chiIdhood in a snaII house suiiounded
ly a 2-acie chiysanlhenun fain ovned ly his faniIy in
"#1,D%&%*%3@ % &G%66 );:/&,#E ;/ ),- J#,%3"K-&) J-/*%6
loidei. He used lo see his giandfalhei liaveI fiequenlIy lo
suppIy oveis lo snaII ielaiIeis in KoIkala. DeaIing vilh
ovei shops in KoIkala vas difhcuIl fion Iogislics, piicing
%/1 A(%6#)D E;#/) ;< B#-:@ &; ),- <%G#6D &)%3)-1 % 3-)%#6
oulIel in KoIkalla in lhe Iale 8Os caIIed IIanls and IIoveis
J;()#A(-CL "#$%& :%& 6-/1#/* % ,-6E#/* ,%/1@ 0() :%& 1-)-3M
G#/-1 /;) ); N;#/ ),- <%G#6D 0(&#/-&& %& ,- :%/)-1 ); 1;
&;G-),#/* ;/ ,#& ;:/C +,-3-<;3- ,- G;B-1 ); .(G0%# %/1
dallIed in diffeienl lhings lul nolhing cIicked and so he
found hinseIf lack hone. In lhe faniIy lusiness, lhe Iack of
chaIIenge and slagnanl iouline vas loiing lul he had one
inleiesl lhal kepl hin exciled and nade hin liaveI lo DeIhi
ieguIaiIy. Vikas nel Meela in DeIhi vho Ioved oveis and
,- 6;B-1 ,-3C
OB-3D )#G- ,- )3%B-6-1 ); ?-6,# ); G--) ,#& &:--),-%3)@
he found lhal lhe capilaI had no good oiisl vhich, he couId
luy quaIily oveis fion. On one of lhese liips lo DeIhi,
epiphany sliuck. If he feIl lhe Iack of quaIily ovei oulIel,
;),-3& G(&) 0- <--6#/* ),- &%G- :%D &; :,D /;) &-) (E &,;E
in DeIhi` Vikas look lhe idea of selling up a ovei ielaiI
oulIel lo his faniIy, vho agieed in piincipIe lul iefused lo
3#&$ G;/-DC +,#& G%1- ,#G -B-/ G;3- 1-)-3G#/-1 ); &)%3) ,#&
;()6-) #/ ?-6,#C
!B8C=; (8C=;, 6?;-@ 8! !=;'D ' (=-9BD
When Vikas Culgulia Ianded in DeIhi in eaiIy 1994 vilh
US$1OO in his pockel, no one vouId have inagined lhal he
vouId go on lo eslalIish lhe counliys hisl oiaI ielaiI chain,
lul success did nol cone oveinighl. Aflei nonlhs of loiI and
-<<;3)@ "#$%& -/)-3-1 #/); E%3)/-3&,#E :#), ,#& <3#-/1 .%/;N #/
Oclolei 1994 and sel up Ieins N IelaIs. The fiiend lioughl
in seed capilaI of US$1O,OOO, vhiIe he piovided lhe expeilise.
+,-D &E-/) ),- G;/-D ;/ 3-/)#/* % &,;E #/ P;(), OF)-/&#;/
S0218927512500071.indd 156 7/13/2012 11:12:32 AM
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ILRNS N ILTALS 157

in DeIhi, lhough lhe Iocalion vas hidden fion passeis-ly lul
&;G- &G%3) %1B-3)#&#/* ,-6E-1 ),-G@ %/1 ),-D :-3- <(66D &;61
oul on day one. Vikas iecaIIed:
Il seened Iike peopIe had nevei seen quaIily oveis
lefoie. They cane in dioves and loughl, loughl and loughl.
Ieins N IelaIs soon had a IoyaI cIienleIe and nanaged lo
lieak even in lhe hisl nonlh.
}usl as lhe pailneis veie leginning lo feeI snug, disaslei
sliuck. Due lo sone changes in piopeily ly-Iavs lhe
MunicipaI Coipoialion seaIed lhe luiIding housing lheii
shop, foicing lhen lo nove lo lhe slieels. WhiIe he soId
oveis on lhe ioad, his pailnei iepiesenled lhen in couil.
They ienled anolhei shop in Ciealei KaiIash jusl in case lhey
Iose lhe exisling one, a diain on aIieady scaice iesouices.
Though lhe case vas decided in lheii favoui in 1996, lul
),#/*& :-3- /;) 3;&D %<)-3 ),%) %& .%/;N ,%1 <%G#6D E3;06-G&
%/1 -B-/)(%66D ,#& :#<- &)%3)-1 6;;$#/* %<)-3 ),- 0(&#/-&&
vilh Vikas. Things didnl voik oul lelveen hei and Vikas
%/1 &;;/ ),- E%3)/-3&,#E 03;$- (EC +,- P;(), OF)-/&#;/
&,;E :-/) ); ,#& E%3)/-3Q ,- :%& &%116-1 :#), ),- G%$-&,#<)
Ciealei KaiIash oulIel.
>;8C-@ (9'>D
+,- /-F) ):; D-%3& :-3- B-3D );(*, 0() "#$%& :;3$-1
liieIessIy, and lhe shop uIlinaleIy slailed ouiishing. In
lhe neanline he gol invoIved in oiganizing oiaI aiiange-
nenls al high piohIe evenls and naiiiages. One lhing Ied lo
%/;),-3 %/1 &;;/ ,- :%& %&$-1 ); E6%/ ),- -/)#3- ),-G- ;<
naiiiage and lhen execule il. This Ied lo lhe ciealion of INI
Weddings and Lvenls, vhich liII loday is lhe Iaigesl division
of lhe conpany. Meela, nov his vife, Iooked aflei Ieins
N IelaIs ielaiI lusiness, vhiIe Vikas slailed concenlialing
on lhe vedding segnenl. This vas vhen he decided lo sel
up a lianch of Ieins n IelaIs in Auiolindo Maikel. Ioi a
vhiIe, aII vas veII, lusiness vas heaIlhy, he couId affoid
an inpoiled Toyola, and a laly vas on lhe vay, vhich
Ied Meela lo lake a lieak. He lioughl in lvo pailneis vilh
S0218927512500071.indd 157 7/13/2012 11:12:32 AM
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158 ACR}

US$25,OOO in capilaI and a 6OO squaie feel lasenenl shop
in Safdaijung LncIave, lhe infusion of capilaI vas used lo
giov lhe lusiness and lhe pailneis slailed focusing on lhe
3-)%#6 ;()6-)& %& .--)% ,%1 )%$-/ % 03-%$C "#$%& :%& E6-%&-1
:#), ),- :%D ),#/*& :-3- &,%E#/* (E@ )#66 ;/- 1%D #/ =>>> ,-
happened lo inspecl lhe looks of lusinesses nanaged ly his
pailneis. He found lhal lhey had leen chealing hin and lhe
division iun ly lhen vas in dell lo lhe lune of US$32,OOO.
LuckiIy, lhe veddings lusiness vas naking ievenue of aloul
US$1.25 niIIion ! and piohls of US$5O,OOO, so he nanaged
); E%D ;<< ),- 1-0) #/ &#F G;/),&C 9) :%& ),#& E%3)/-3&,#E
faiIuie vhich huil hin ladIy and he kepl lhinking aloul il
foi a Iong line. Duiing lhe sane line he cane iound lo lhe
concIusion lhal as INI ielaiI oulIels inciease, lhe oveiheads
&,;;) (E %/1 #) :%& /;) E;&&#06- ); ;:/ %/1 3(/ %66 ),- &,;E&
0D ,#G&-6<C
:@9'>?'> B?!=D-AB=D, =E=;>?'> ?'F3D-;A
The Indian econony has seen sliong econonic giovlh
(aveiaging aiound 6.5 annuaIIy) foi lhe pasl lvo decades
since il slailed opening up in 1991. This coupIed vilh lhe
changing denogiaphic piohIe, vheie India has eneiged
as lhe youngesl counliy in lhe voiId and lhe eneiging
consuning popuIalion concenlialed in lhe lop 1OO cilies
has changed consunplion palleins as veII as nindsels of
peopIe. This sliong giovlh has ciealed niIIions of jols in lhe
Iasl fev yeais vilh najoiily of lhen in lhe seivices secloi.
.%/D &)(1#-&
H
have desciiled a vilianl, upvaidIy noliIe
sel of Indian consuneis vho fieeIy open lheii vaIIels lo
spIuige on lolh lasic and IifeslyIe pioducls. In A.C. NieIsens
41-nalion suivey
=
of consunei conhdence, Indian consuneis
veie al lhe lop vilh saIaiies in lhe coipoiale secloi iising
ly ovei 2O on an annuaI lasis in lhe Iasl fev yeais. AII
lhis has changed lhe consunplion palleins in a lig vay and
),- E%))-3/ ,%& &,#<)-1 %:%D <3;G ),- -%36#-3 &(3B#B%6 /--1&
H
hllp://vvv.ilef.oig/econony/consuneinaikel.aspx.
=
CIolaI Consunei Conhdence Repoil, A.C. NieIson (hllp://vvv.acnieIson.con/
iepoils/docunenls/CIolaIConsuneiConhdence.
S0218927512500071.indd 158 7/13/2012 11:12:33 AM
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ILRNS N ILTALS 159

); %&E#3%)#;/%6 %/1 6#<-&)D6- ;/-& 7&-- OF,#0#)& H %/1 =8C +,-
spiead of inleinel useis vilhin lhe counliy is incieasing
#/ % 0#* :%D %/1 9/1#% ,%& ),- <;(3), 6%3*-&) E;E(6%)#;/ ;<
inleinel useis in lhe voiId (see Lxhilil 3). Lven lhough lhe
;B-3%66 #/)-3/-) E-/-)3%)#;/ 3%)- 3-G%#/& 6;:@ ),- #/)-3/-)
useis aie incieasing al a iapid pace especiaIIy in liggei cilies.
This has lioughl inlo exislence nany conpanies in ovei
ielaiIing, gifling and nany olhei calegoiies.
AII aiound lhe gIole, lhe liadilion of gifling oveis is
%1G#3-1 0D 6;B-3&@ <3#-/1& %/1 <%G#6#-&C 9/ 9/1#%@ ),#& )3-/1
of gifling oveis has ciealed huge denand, vilh naikel
gioving al lhe iale of 4O pei annun. IIovei ielaiI shops
,%B- G(&,3;;G-1 %66 ;B-3@ <3;G G-)3;& ); &G%66-3 );:/&
and spiead of oiganized ielaiI has fuilhei fueIIed lhis giovlh.
The lig chunk of lusiness is coning fion najoi cilies Iike
DeIhi, angaIoie, Munlai, Chennai and olhei cilies vheie
lhe najoiily of lhe consuning popuIalion is concenlialed.
+,;(*, 1;G#/%)-1 0D 3;%1 &#1-B-/1;3& %/1 &G%66
unoiganized pIayeis, fev lig pIayeis Iike Ieins N IelaIs have
-G-3*-1Q #) #& ),- G%3$-) 6-%1-3 #/ ),#& &-*G-/) %/1 ,%& %
&(0&)%/)#%6 G%3$-) &,%3- ! vhich incIudes lhe oiganized
and unoiganized secloi. Connenling on lhe giovlh of lhis
calegoiy, Vikas said:
Il is lhe loon of lhe lIoons on viiluaIIy eveiy occasion,
/;) ;/6D ),- 3-)%#6 &-*G-/) ,%& *3;:/ 0() %6&; ),- 0#*
evenls Iike veddings have seen a lig junp in oiaI
decoialions, giving a lig push lo lusiness aIong vilh
incieasing coipoiale cIienleIe.
IIoveis foi a vedding ieceplion al a hve-slai holeI used lo
cosl undei US$1,OOO in eaiIy 9Os, in eaiIy 2OOO lhe cosl couId
le as high as US$6,OOO and ly nov il has ciossed US$1O,OOO.
R) ),- #/&)#)()#;/%6 6-B-6@ #) #& ),- &E3-%1 ;< ),- G(6)#/%)#;/%6
cuIluie, Ieins N IelaIs sav ils coipoiale cIienleIe giov
fion laieIy 1O conpanies in 1996 lo aiound 7OO in 2OO9
(see Lxhilil 4). When il legan opeialion in 1998, IhooIvaIa.
con vas caleiing onIy lo Non Residenl Indians (NRIs), il
nov deIiveis oveis lhe sane day in 3O Indian cilies. The
conpany has lied up foi ovei oideis vilh aII ceII phone
;E-3%);3& %/1 &-B-3%6 :-0&#)-&C
S0218927512500071.indd 159 7/13/2012 11:12:33 AM
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16O ACR}

Rising disposalIe incones and giovlh in gifling anong
Indians in lhe pasl hve yeais has loosled oui lusiness,
! P%#$%) ',;&,
Diiecloi, IhooIvaIa.con
The saIes pick up aiound specihc occasions and lhis
is a gIolaI liend, so on occasions Iike Chiislnas, Molheis
Day, VaIenlines Day, Laslei/Iassovei and Thanksgiving aie
veiy popuIai and ovei saIes aie veiy high. India seens lo
le foIIoving lhe sane liend vilh VaIenlines Day and nany
olhei occasions nean lig lucks pouiing in and oveis
ielaiIeis have lenehled fion lhis eneiging liend.
In 2OO6, ve giossed US$2OO,OOO on VaIenlines day, il
vas US$3OO,OOO in 2OO8 and in yeai 2O1O lhe saIes iaked in
%6G;&) 1;(06- ),%) ;< D-%3 =>>I@L
! 5%:%/ '%1#%
Vice Iiesidenl of Ieins N IelaIs
Il is nol onIy lhe doneslic denand lul aIso lhe expoil
of oiicuIluie indusliy vhich is calching allenlion. Indian
expoils noslIy laigel lhe najoi inpoilanl occasions Iike
Chiislnas day, Nev Yeai Lve, VaIenlines day, and Molheis
day. Hovevei, lhe indusliy aIso has ils shaie of lhoins, il is
-F)3-G-6D <3%*G-/)-1 %/1 1;G#/%)-1 0D &G%66 E6%D-3&@ ),-3-
aie infiasliucluiaI lollIenecks ! /; 3-<3#*-3%)-1 )3%/&E;3)
and vaiehouses lo sloie lhe highIy peiishalIe connodily.
63D?'=DD G=;-?:9BD 8! !=;'D ' (=-9BD
Vikas Ioves lo Iook al lhe vasl expanse of ovei-hIIed fain
house fion his hisl ooi ofhce al INI Caidens, in SuIlanpui
Lslale, DeIhi. INI accesses vide vaiielies of oveis, nany of
vhich aie giovn al lheii ovn hoilicuIluie fain in angaIoie,
using slale-of-lhe-ail lechnoIogy. Opeialing fion 1O,OOO
squaie feel lhe conpany has a consideialIy lig pack faciIily,
vheie aII lhe oveis and gifls undeigo sliingenl quaIily
checks and lhen packed lo le senl lo lheii ielaiI oulIels acioss
India. The conpany has a dedicaled lean voiking iound-
lhe-cIock lhal ensuies lhe oveis aie souiced diieclIy fion
vaiious souices and deIiveied on line. Thus, lhe conpany
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ILRNS N ILTALS 161

ensuies lhal cusloneis gel good quaIily fiesh oveis vilh
Iong sheIf Iife. The enliie lusiness has leen divided inlo hve
veilicaIs, aII gioving al a iapid iale (see Lxhilils 5 and 6)
conliiluling lo lhe giovlh of lhe conpany.
245 ! S-)%#6 P-*G-/)
245 ! OB-/)& %/1 K-11#/*&
IIovei Souicing
Accessoiies
INI L-Conneice
!'( ;=-9?B H>;8C?'> C?-@ !;9':@?D==DI
+,;(*, ),- E%3)/-3&,#E G;1-6 1#1 /;) :;3$ <;3 245 ),-
#GE;3)%/) 6-&&;/ "#$%& 6-%3/) <3;G ),-&- <%#6(3-& :%& ),%)
lhe peiishalIe naluie of oveis and Iack of conlioI ciealed
scope foi hnanciaI nisnanagenenl. So he diopped lhe idea
of pailneiships and slailed selling up conpany ovned sloies.
+,#& &6;:-1 1;:/ ),- *3;:), ;< 0(&#/-&& %& &-))#/* (E ;:/
sloies needed huge capilaI inveslnenl and diained a Iol
of eneigy and line. This foiced Vikas lo lhink haid aloul
vaiious olhei oplions lo expand quickIy and lhe oppoilunily
cane accidenlaIIy vhen a Iady fion Iaiidalad appioached
245 :#), 1-&#3- ); &-) (E 2-3/& 4 5-)%6& &,;E #/ ,-3 );:/C
Civen lhe peiishalIe naluie of oveis and ils sheIf Iife,
lhe vaIue of lhe oveis vaiies diaslicaIIy depending upon
vhelhei il is fiesh oi is cIose lo ils sheIf Iife al vhich poinl
il is soId al a heaviIy discounled piice. This cieales scope
foi hnanciaI nisnanagenenl ly undeiinvoicing lhe piice
of lhe offeiing ly shoving lhe saIe cIose lo lhe sheIf Iife, so
designing lhe fianchisee nodeI vas a chaIIenging lask vilh
no iefeience poinls. Iavan, his cIose fiiend vho had ly nov
joined lhe conpany fuII line and Iooked aflei lhe opeialions
deveIoped a veiy lasic fianchising foinuIa. Whal is unique
aloul Ieins N IelaIs fianchising nodeI is hov il voiks as lhe
conpany has insuIaled ilseIf fion lhe ievenue shaiing nodeI
vhich depends on saIes voIune. Inslead il chaiges hxed
nonlhIy ievenue fion fianchisee and heIp lhen in lying up
vilh IocaI oi neaily ovei gioveis lo souice fiesh oveis.
The conpanys conpelence Iies in oiaI designing foi vhich
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162 ACR}

lhe conpany piovides oiaI ailisl lo eveiy fianchisee, vhich
is a conpany enpIoyee vho designs oveis as pei conpany
specihcalions and aIso keep an eye on lhe enliie lusiness
piocess. SinpIy lhe nodeI voiks in lhis vay, lhe fianchisee
souices fiesh oveis IocaIIy lul lhe liained enpIoyee ensuies
quaIily puichase and aIso designs lhe oiaI aiiangenenl as
pei conpany slandaid pioducls, vhich have leen codihed.
The olhei ilens Iike cul oveis, ailihciaI oveis and ieIaled
ilens aie puichased fion lhe conpany. These aie lhe
calegoiies vheie lhe conpany has lhe scaIe vhich ensuies
lellei piicing.
A Iol of ciedil has lo le given lo fianchisee seIeclion
piocess as lhey ieceive on an aveiage 8O"H>> -/A(#3-& E-3
nonlh. The connilnenl and sinceiily of lhe fianchisoi is of
ulnosl inpoilance and a sliicl seIeclion piocess is foIIoved
lefoie appoinling a fianchisee. The issue lo le consideied
in fianchisee seIeclion lesides lhe hnanciaI capaliIily is
lhe sloie Iocalion and lhe desiie lo lieal il as a fuII line
lusiness. The hnanciaI iequiienenl lo slail lhis fianchise is
nol veiy high as il cosls aiound US$15,OOO lo slail a decenl
sloie. This sliingenl piocess has sIoved dovn lhe opening
of nev oulIels lul incieased lhe success iale of fianchisees.
The iniliaI iesuIls gave lhen hope, fion 7 sloies in 2OOO
vhen Iavan joined Ieins N IelaIs lo 2OO9, lhe nunlei
of sloies has louched 9O, spanning 35 cilies (see Lxhilils 7
and 8) conliiluling lo aiound US$4.5 niIIion (INR 22O niIIion)
in ievenues oul of a lolaI of US$12 niIIion (INR 6OO niIIion).
Oul of lhese 9O oulIels 14 aie conpany ovned conliiluling
3O of lhe ielaiI lusiness vheieas lhe olhei 76 aie lhe
fianchisee oulIels conliiluling 7O of lhe ielaiI ievenue
(see Lxhilil 9). Today lhe conpany has noie lhan 5O of
),- &);3-& #/ G-)3;& %/1 E6%/& ); <(3),-3 E-/-)3%)- #/ ),#&
segnenl. INI has ils ielaiI sloies in lhe foIIoving cilies !
Aniilsai, }aIandhai, Ludhiana, Chandigaih, IanchkuIa, DeIhi,
Meeiul, hopaI, Ranchi, Ahnedalad, Suial, Nagpui, KoIkala,
huvaneshvai, Munlai, Iune, Hydeialad, and angaIoie
and Chennai. In addilion lo lhese oulIels lhe conpany has
a nelvoik of 65 slialegic aIIiances in India foi nalionaI
deIiveiies. The conpany has leen alIe lo scaIe up ils lusiness
%/1 1-B-6;E % &)3;/* #1-/)#)D <;3 #)&-6< ),3;(*, ),#& 3;()-C
S0218927512500071.indd 162 7/13/2012 11:12:33 AM
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ILRNS N ILTALS 163

!'( ! C=FF?'>D 9'F =G='-D
245 ,%& &-) (E K-11#/*& %/1 OB-/)& 1#B#&#;/@ % ;/-M&);E
soIulion foi veddings and olhei evenls. The conpany heIps
in oiganizing veddings and olhei evenls vilh oveis leing
inlegiaI lo lhe lhene. Depending on lhe ludgel, INI can
pIan a vedding incIuding decoialion, caleiing, enleilain-
nenl and even piinling caids. acked vilh an expeiience
of ovei 1OOO veddings and suppoiled ly a dedicaled lean
of piofessionaIs, INI has eneiged as Indias onIy conpany
vilh conpelence in designing and eieclion of nelicuIous
&-)M(E&@ <3;G ,;&E#)%6#)D ); )3%/&E;3)@ &;(/1 %/1 6#*,)&C 9)&
-FE-3)#&- 6#-& #/ E6%//#/* %/1 G%/%*#/* :-11#/*& <3;G
concepluaIizalion lo conpIelion. The seivices incIude venue
seIeclion and designing, caleiing, enleilainnenl, land lagghis
3
@
G-,/1#:%6#
4
, chuiivaIi
5
and aII lhe olhei aspecls ieIaled
lo naking an Indian vedding a nenoialIe occassion (see
Lxhilil 1O). The conpany has lied up vilh eninenl designeis
lo concepluaIise lhe diean lhenes foi lhe veddings and have
liained piofessionaI slaff and infiasliucluie lo execule lhese
lhenes and goes on lo cieale nock sel-ups lo heIp cIienls
visuaIize lhe vedding evenl. This division is veiy successfuI
and conliilules naxinun lo lhe conpany ievenue, Iasl yeai
il has conliiluled noie lhan US$5 niIIion (INR 25O niIIion).
!B8C=; D83;:?'>
INI venl in foi lackvaid inlegialion and gol inlo fiesh
ovei vhoIesaIing as il heIped lhe conpany lo gel iid
of inleinediaiies and save cosls. They luy fiesh oveis
fion India and alioad, vilhin India il souices oveis fion
Kainalaka, Mahaiaslia and W. engaI and inpoils exolic
oveis fion angkok, China, AusliaIia, N. ZeaIand and
S. Afiica. This division souices fiesh ovei nol onIy foi INI
lul aIso seIIs il in open naikel. In facl aiound 7O of ils
3
Hoise diiven oi nanuaI cail lo caiiy lhe liide oi gioon.
4
The peison knovn foi lhe ail of appIying inliicale palleins of henna.
5
The peison vho appIies ailislicaIIy aiianged langIes on liides and olhei Iadies
,%/1&C
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164 ACR}

oveis aie consuned ly INI and lhe iesl 3O aie soId in
),- ;E-/ G%3$-)C +,- 1#B#&#;/ ,%& % &)%<< ;< /-%36D => E-;E6-
%/1 ),-#3 /;3G%6 1%D &)%3)& B-3D -%36D #/ ),- G;3/#/* :,-/
lhey go oul in Mandi (Maikel) lo seII oveis and a lypicaI
day hnishes veiy Iale as lhey keep on ieceiving suppIies
)#66 6%)- #/ ),- 1%DC R& E-3 ),- 1#B#&#;/ ,-%1@ ),- :%&)%*-
#& %3;(/1 H="15 due lo lianspoilalion and peiishalIe
naluie of lhe pioducl. The division has cIocked a luinovei of
Rs. 6O niIIion and is gioving al lhe iale of 35 on an annuaI
lasis. In facl lhis souicing heIps lhe conpany in ieducing lhe
cosl and offeiing a nuch videi vaiiely of oveis and olhei
accessoiies lo lhe cusloneis vilh a supeiioi luying expeii-
ence. This acls as a souice of sliong conpelilive advanlage
vhiIe conpeling vilh lhe snaII unoiganized pIayeis on lhe
piice fionl.
!B8;9B 9::=DD8;?=D
INI slailed ils oiaI accessoiies division lo suppoil ils ovei
lusiness. A lypicaI ielaiI oulIel nol onIy seIIs fiesh oveis
lul aIso a iange of olhei pioducls Iike ailihciaI oveis,
gifls and nany olhei accessoiies. The idea lehind slailing
lhis division vas lo piovide quaIily and unique pioducls
lo ils ielaiI oulIels al conpelilive piices as lhe cenliaIized
opeialions gave INI lhe scaIe lo luy in luIk. This ensuies
unifoinily and slandaidizalion of pioducls acioss aII ielaiI
oulIels. This division caleis lo onIy INI ielaiI oulIels and
lhey aie encouiaged lo luy aII ils accessoiies fion heie.
On an aveiage a lypicaI oiaI ielaiI oulIel slocks 7O of ils
invenloiy in fiesh oveis and lhe ienaining 3O in lhese
ilens. The nain pioducls aie lhe ailihciaI and ciyslaI oveis,
packing naleiiaI, gifls such as candIes, gIass and ceianic
vases, consunalIes and olhei ieIaled ilens. The ielaiI oulIels
aie given an aveiage of one nonlh ciedil ly lhe conpany, in
oidei lo encouiage lhen lo slock enough of lhese goods. The
conpany has an exchange poIicy vheiein an oulIel can send
lack lhe ilens vhich il consideis sIov noving oi dead slock
:#),#/ ),3-- G;/),&C +,- 1#B#&#;/ ,%& 0--/ *3;:#/* %) ),-
iale of 2O on an annuaI lasis and has a lean of hve peopIe.
S0218927512500071.indd 164 7/13/2012 11:12:33 AM
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ILRNS N ILTALS 165

=J:8EE=;:= HKKKL.$ML1$I
Ovei lhe Iasl 15 yeais, lhe gIolaI ovei indusliy has seen
nany nev liends lul lhe nosl inpoilanl is onIine ovei
seIIing. In lhe voiId vheie eveiylhing is soId onIine, oveis
aie no exceplion and oveis have lecone one of lhe nosl
popuIai pioducls puichased onIine, a Iisl lhal incIudes
pioducls Iike conpulei haidvaie, soflvaie, looks, consunei
eIeclionics, nusic videos, loys, and vines. OnIine ovei
ielaiIing has cone as a lig loosl lo oiganized pIayeis Iike
Ieins N IelaIs, vhich aie lellei off lo lake advanlage of
L-conneice in an indusliy doninaled ly fiagnenled and
&G%66 3;%1M&#1- &,;E&C
Ieins N IelaIs has a sliong piesence on lhe inleinel
and is lhe hisl Indian conpany lo inlioduce 'Sane Day
DeIiveiy concepl, vhich neans an oidei pIaced ly 11.OO in
),- G;3/#/*@ :#66 0- 1-6#B-3-1 ),- &%G- 1%D #/ %/D E%3) ;<
lhe counliy. The conpany has a iange of ovei 4OO pioducls
ianging fion fiesh and ailihciaI oveis lo conlo gifls
of cakes, chocoIales and sveels. INI L.Con slailed as a
coincidence in 2OO2 vhen an execulive fion Indialines.con
vaIked inlo lheii ofhce and enquiied vhelhei lhe conpany
can deIivei oveis al nuIlipIe Iocalions vilhin India quickIy.
y nov lhe conpany had ielaiI oulIels in eighl cilies and
agieed lo execule oideis vilhin lhese cilies. WhiIe lhe deaI
vas hnaIized, lhe execulive and Iavan had a Iong discussion
aloul L-Conneice and ils gioving ieach. Though lhe dis-
cussion ienained inconcIusive, il Iefl a sliong inpiession
in Iavans nind. One lhing Ied lo anolhei and soon lhey
&)%3)-1 :;3$#/* ;/ ),- #1-% ;< (&#/* B%3#;(& E;E(6%3 &#)-& );
geneiale lusiness. The hisl slop vas Iisling on Rediff.Con
%/1 5%:%/ );;$ ),- #/#)#%)#B- #/ ),#& %/1 <;(/1 ;() ),%) ),-D
chaige fee of US$2,OOO lo hosl foi a yeai. He venl lo Vikas
lo gel lhe noney vho vas ieIuclanl lul sliII agieed lo liy
lhe concepl. The deaI voiked veII and lhe conpany slailed
ieceiving Iol of oideis lhiough lhis ioule. Lnlhused ly lhe
3-&E;/&-@ ),-D :-/) ;/ %/ ;B-313#B- %/1 )#-1 (E :#), G%/D
siles lul evenluaIIy decided againsl iegisleiing on noie
paid siles. Soon lhey cane lo lhis ieaIizalion lhal lhis nodeI
S0218927512500071.indd 165 7/13/2012 11:12:33 AM
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166 ACR}

iequiies a sliong lack-end lean lo nanage lhe opeialions
%/1 ),-D &)%3)-1 0(#61#/* ),- )-%G <;3 ),#& E(3E;&-C
JD ),#& )#G- "#$%& :%& &;61 ); ),#& G;1-6 %/1 #) 6-1 );
lhe Iaunch of INI L-Conneice Division in ApiiI 2OO3 and
deveIoped lheii ovn velsile, vhich vas an inslanl success.
Wilh onIine nodeI liinging good lusiness, lhe nexl chaIIenge
vas lo inciease lhe vendoi nelvoik lo inciease lheii ieach
as lhe conpany has piesence onIy in Iiniled cilies. To
oveicone lhis lhey slailed lying up vilh iepuled IocaI ielaiI
oulIels in cilies vheie lhe conpany has no piesence. As of
2OO9, lhey have incieased lheii ieach lo 84 cilies vilhin lhe
counliy vheie lhey can deIivei lhe oideis vilhin lhe sane
day if lhe oidei is pIaced ly 11.OO in lhe noining, vhich is
caIIed expiess deIiveiy. The associalion vilh lhese associales
depends upon lheii peifoinance in leins of lineIy deIiveiy
of lhe pioducl oideied and seivice ciileiia. They have aIso
designed an incenlive syslen foi lhe associales laking inlo
consideialion lhis aspecl lo ievaid lhe good associales and
:--1 ;() ),- /;/ME-3<;3G#/* ;/-&C 9/ ),- &%G- :%D ),-D
have lied up vilh Iue Dail, TNT and Iiislighl lo deIivei
packages of gifls lo 543 cilies in lhe counliy. Ioi inleinalionaI
deIiveiy and oideis lhey have a lie-up vilh IIoia2OOO.con
and lhiough lhen lhe conpany is alIe lo deIivei in 148
counliies and on lheii lehaIf INI deIiveis oideis vilhin
India. The onIine nodeI is a huge success and on an aveiage
lhe conpany ieceives 3OO"35O oideis a day lhiough lhis and
on specihc occasions il goes uplo 2,5OO oideis especiaIIy on
occasions Iike VaIenline Day, DivaIi and Rakhi. The lusiness
has giovn so nuch lhal lhey have nade il inlo a sepaiale
lusiness division vilh 12 peopIe voiking in il, vhich incIude
oidei piocessois, cuslonei caie, pioducl designeis and a
dedicaled lusiness deveIopnenl nanagei vhose jol is lo
lie-up vilh lhe siles, IocaI ovei seIIeis lo inciease ieach.
The onIine nodeI voiks in a sinpIe vay, lhe conpany
ieceives deIiveiy oideis fion ils ovn velsile and lhe siles
vilh vhon lhey have lie-ups, lhe oidei piocessois fion
INI piocess lhese oideis and pass on lo iespeclive Iocalions
onIine vheie lhese aie lo le deIiveied. The siles chaige a
connission and in lhe sane vay lhe deIiveiy oulIel lake
a cul and lhe enliie accounls aie sellIed on a foilnighlIy
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ILRNS N ILTALS 167

lasis. The conpany has designed an L-CalaIogue foi lhis
puipose vheie eveiy pioducl has a code and lhe cuslonei
can choose fion lhese pioducls. Wilhin onIine segnenl, lhe
conpanys velsile conliilules 4O of lhe oideis and lhe iesl
aie conliiluled ly vaiious siles. In lhe yeai 2OO9 lhe onIine
division has done lusiness voilh US$7O,OOO and lhe conpany
expecls a luinovei of US$1.5 niIIion (INR 7O niIIion) ly
2O12 end. This giovlh is piojecled on lhe lasis of incieasing
inleinel usage vilhin India especiaIIy anong youlh in cilies
and iise of consunplion cuIluie. Sensing lhis liend lhe con-
pany is Iaunching a nev lack end conlioI syslen vilh lhe
heIp of nev soflvaie vhich vouId nake lhe voik easiei,
<%&)-3 %/1 6-&& G%/E;:-3 #/)-/&#B-C
(;=D='- D:='9;?8
!'( G1%1/$ ! 9N/7) )O" !/7$5"# *$5 @1% !+/K"#P G1%1/$
My expeiience vilh peopIe and ideas fion lhen has Ied
ne lo leIieve lhal one can liing an oidei in unoiganized
seclois, aII one has lo do is lo idenlify need gaps.
! "#$%& '()*()#%@ TOU@ 245
Ieins N IelaIs (INI), eslalIished in Oclolei 1994, has
loday lecone lhe onIy Indian oiaI ielaiI liand al pai vilh
inleinalionaI liands in lolh quaIily and design of oveis.
The US$12 niIIion (INR 6OO niIIion) DeIhi lased conpany
has 9O oulIels spiead acioss 35 cilies in lhe counliy vilh
cilies Iike DeIhi, Munlai and angaIoie having nuIlipIe
oulIels. INI has expanded lo aII najoi cilies in lhe counliy
and pIayed a signihcanl ioIe in lhe giovlh of Indian ovei
ielaiI lusiness. Iiioi lo yeai 2OO1, lhe conpany had onIy
seven ielaiI oulIels, vhich giev lo 18 ly 2OO3, 46 ly yeai
2OO6 and 9O ly 2OO9. In lhe Iasl 15 yeais, INI has aIso
venluied inlo e-conneice, Weddings and Lvenl nanagenenl
vilh oveis leing inlegiaI lo il. AII lhese sleps have nade
lhe conpany a iepuled liand in lhe segnenl doninaled
ly snaII unoiganized pIayeis vho nov enjoys a sliong
advanlage ovei lhese pIayeis lecause of ils luIk souicing
S0218927512500071.indd 167 7/13/2012 11:12:33 AM
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168 ACR}

and iange of offeiings, vide ieach vilh a sulslanliaI cIienleIe
anong lhe coipoiale secloi and sliong onIine piesence.
+,#& ,%& -/&(3-1 ),%) &G%66 E6%D-3& %/1 3;%1&#1- B-/1;3&
aie hnding il difhcuIl lo conpele vilh INI. Ieins N IelaIs
has leen avaided ly lhe DeIhi IIoiisls Associalion foi ils
conliilulion in liinging exolic oveis lo DeIhi. The conpany
,%& 1-B-6;E-1 % &)3;/* )-%G ;< G%/%*-G-/) E3;<-&&#;/%6&
7&-- OF,#0#) HH8 ); )%$- ),#& 0(&#/-&& <;3:%31C R66 ),#& ,%&
nade Vikas fai noie conhdenl and he is in lhe piocess of
1#B-3&#<D#/* #/); ;),-3 %3-%&C
!'( ! DIvcrsIcatInn
:O*)*Q :O**)
Iood is ny second passion, I see a gieal lusiness
E3;E;&#)#;/ #/ #)CL
! "#$%& '()*()#%@ TOU@ 245
245 ,%& -/)-3-1 #/); )3%1#)#;/%6 9/1#%/ <%&) <;;1 0(&#/-&&
%& #) ,%& 0--/ % E%&&#;/ ;< "#$%& %/1 ),-D %3- )%EE#/* ),-
liadilionaI Indian chaal (fasl food) and pIanning lo nake a
successfuI venluie. The conpany has enleied lhis segnenl
(/1-3 ),- 03%/1 /%G- T,%)%$ T,%)C +,- #1-% ); )(3/ ),#&
E%&&#;/ #/); % 0(&#/-&& ;EE;3)(/#)D &)%3)-1 #/ ,#& G#/1 #/
Iale 2OO6 and in his usuaI quick appioach, ly lhe end of 2OO7,
he Iaunched lhe feasiliIily sludy, vhich look 6"I G;/),&
%/1 ),3-: (E % 6;) ;< #/&#*,)& 0() ,- *%B- % *;M%,-%1 ); ),#&
lusiness. The nexl chaIIenge vas lo luiId a lean and heie he
(&-1 ,#& ;:/ /-):;3$ ); 3;E- #/ .3C .(//%, .%,%3%N@ ),-
fanous pIayei in lhis liadilionaI food segnenl foi pioducl
deveIopnenl and lechnicaI suppoil and aIso lioughl in
ShaIini lo head lhis lusiness vho had a soIid expeiience of
,%/16#/* <;;1 0(&#/-&& #/ ,-3 H>MD-%3 &)#/) %) +%N ,;)-6&C 9/
2OO8 lhe pioducl venl undei exlensive liiaI and lhe enliie
pioducl deveIopnenl look pIace and polenliaI suppIieis
veie idenlihed. y lhe end of 2OO8 vhen ShaIini joined, lhe
venluie vas aInosl ieady and lhe cenliaIized kilchen of 5,OOO
squaie feel vas Iaunched in Novenlei 2OO8 in Cuigaon vilh
HACCI Ceilihcalion. The enliie naleiiaI vas souiced fion
S0218927512500071.indd 168 7/13/2012 11:12:33 AM
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ILRNS N ILTALS 169

diffeienl vendois and pioducl codes veie assigned. The hisl
ielaiI oulIel cane oul in Sakel in Soulh DeIhi vilh an aiea
of 2OO squaie feel and lhe concepl vas an inslanl hil. y Iale
2OO9 lhe conpany has Iaunched 1O ielaiI oulIels and 15 noie
aie aIieady signed and expecled lo slail quickIy. IniliaIIy aII
lhese ielaiI oulIels aie coning in and aiound DeIhi. AIong
vilh lhe ielaiI ioule lhe conpany is aIso Iaunching Chaal
Cails, Sloie in Sloie vilh one aIieady opeialionaI in Spencei
hypeinaikel and lhe conpany is aIieady laIking vilh pIayeis
Iike ReIiance, coipoiale food couils and noliIe vans. The
conpany is pIanning lo lake a fianchise ioule evenluaIIy foi
giovlh and ly end 2O12 pIans lo slail opeialions in 1O cilies
:#), =>> ;()6-)&C
The pioducl has leen posilioned as pie-dinnei ilen
and lhe conpany has a laigel pei peison spend of US$1 and
lhey have aiound 2O ilens on lheii nenu. The conpany is
pIanning lo go foi fuII Iaunch vilh a nedia ludgel of aiound
US$2OO,OOO. The conpany is pulling an iniliaI inveslnenl of
US$1 niIIion inlo lhe food venluie. Il expecls lo lieak even
in a yeai vilh an annuaI laigel of US$2 niIIion in ievenue
and laigeled annuaI giovlh iale of 25. The conpany is
E6%//#/* ); ,#3- E-;E6- #/ % 0#* :%D <;3 ),#& 0(&#/-&& %/1
lhe iniliaI eslinale is lo have 5O peopIe in lhe kilchen, 1OO in
oulIels and execulive slaff of 15 peopIe. This decision lo enlei
#/); ),- <%&) <;;1 0(&#/-&& %/1 ),%) );; #/ )3%1#)#;/%6 9/1#%/
food seens lo le a highIy diveisihed one, lul il hls inlo lhe
coie leIief and vision of conveiling a highIy unoiganized
lusiness inlo an oiganized and piofessionaI one. In Vikas
ovn voids:
Iion a IhooIvaIa (IIovei SeIIei) I have lecone a
T,%%):%6% 72%&) 2;;1 P-66-38CL
In Iine vilh his vision and sense of conhdence lhal he can
liansfoin an unoiganized lusiness inlo an oiganized one
INI has enleied inlo a niche Indian food segnenl doninaled
0D &)3--) B-/1;3&C +,#& &--G& ); 0- % B-3D 3#&$D G;B- %/1
as pei nany olseiveis, nol in Iine vilh lheii coie lusiness
:,-3-%& "#$%& ),#/$& 1#<<-3-/)6DC U/6D )#G- :#66 )-66 :,-),-3
he viII cone oul vilh ying coIouis oi end up iegielling his
decision.
S0218927512500071.indd 169 7/13/2012 11:12:33 AM
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!"# %&'(

)*+,-,. !
Indian Consunei Maikel IiohIe
/0123. 435.61 4,73 8169.+ '3:012;
CeII Ihone
4<-;51,=.,6>;
79O niIIion
;<-;51,-31;
Taigel 1 liIIion
;<-;51,-31; -? @#!A
TeIedensily louched 67
AulonoliIes US$51 liIIion B16C35.3D E169.+
10.3 @FG
&01 43E:3>. .6 E3. ,>.6
CIolaI lop 1O ly 2O16
&13D,. &01D; US$7O niIIion 8169.+ 10.3 HIG &6>;<:31; 9,.+D139
noie lhan $5O niIIion
J16: %K/; <;,>E
&13D,. &01D;
TiaveI & Leisuie US$12 liIIion 8169.+ 10.3 6J
H#G
}eveIIaiy & Walches US$25 liIIion 8169.+ 10.3 6J @FG
IeisonaI Caie US$12 liIIion 8169.+ 10.3 HIG
)0.,>E L<. US$5 liIIion 8169.+ 10.3 A#G
!"#$%&: Indian iand Lquily Ioundalion (ConpiIalion).
)*+,-,. @
/0C61 &0.3E61,3; 6J &6>;<:=.,6> 6J M,;513.,6>01? N>56:3
N.3:; ,> O301 !PP! N.3:; ,> O301 @##P
Iood & Cioceiy Iood & Cioceiy
CIolhing CIolhing
Q66.9301 Q66.9301
Consunei DuialIes Consunei DuialIes
Hone Linen Hone Linen & Accessoiies
Movies & Thealie 8,J.;
)0.,>E L<. Movies & Thealie
)0.,>E L<.
TiaveI Iackages
!"#$%&R S4% K35+>6=02 '3=61.R &+0>E,>E N>D,0T &+0>E,>E &6>;<:=.,6>T
Changing Consuneis (ConpiIalion).
S0218927512500071.indd 170 7/20/2012 9:46:45 AM
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ILRNS N ILTALS 171

Lxhilil 3
Nunlei of Useis of Inleinel acioss Counliies (MiIIions)
?,&%5': Inleinel WoiIdslals ly Minivalls Maikeling Cioup.
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172 ACR}

Lxhilil 4
SanpIe CIienl Lisl
The conpany has excIusive lie-ups vilh holeIs Iike Taj IaIace, Ciand Hyall and Iaik RoyaI foi
aII lheii oiaI iequiienenls and lhey aie lhe piefeiied oiisls foi Mauiya Sheialon, Oleioi and
Hyall Regency. A snaII sanpIe of cIienl Iisl of lhe conpanies and fanous peisonaIilies vho aie
ils ieguIai cusloneis is given leIov:
}. }. VaIaya OB-/) O/*#/--3&
Ashina Leena Singh & IayaI Selh P-))#/* OB-/)&
R/N( .;1# ReIiance
Haineel ajaj P)%/1%31 T,%3)-3-1
R&,% "#1D(/ NDTV, McKinsey
R/N%/% J,%3*%B 4;$#%
S#)( J-3# +,- +#G-& ;< 9/1#%
.;/#&,% J%N%N Usha (India) Cioup
S%&,G# "#3G%/# R/&%6& '3;(E
J3#%/ P#6%& }el Aiivays
ackslage Lvenls 9?J9
.%*/(G 4-F(& I.T.C. HoleIs
O/1-%B;(3 9C?C2CTC


?,&%5': Conpany Docunenls.
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ILRNS N ILTALS 173

Lxhilil 5
Revenue Conliilulion of Divisions (Yeai 2OO9)
Revenue Contribution (Crores)
0
5
10
15
20
25
30
Wedding
Retail
Wholesale
Accessories
E-Commerce
Divisions
R
e
v
e
n
u
e
?,&%5': Conpany Docunenls.
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1
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174 ACR}

Lxhilil 6
Revenue Conliilulion of Divisions in Ieicenlage ( age) in Yeai 2OO9
41
37
10
7
5
Wedding
Retail
Wholesale
Accessories
E-Commerce
?,&%5': Conpany Docunenls.
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ILRNS N ILTALS 175

Lxhilil 7
Localion of INI RelaiI Sloies Acioss India (Yeai 2OO9)
?,&%5': Conpany Docunenls.
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1
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176 ACR}

OF,#0#) I
'3;:), ;< S-)%#6 U()6-)&
?,&%5': Conpany Docunenls.
2001 2003 2006 2009
0
10
20
30
40
50
60
70
80
90
100
Outlets
Year
O
u
t
l
e
t
s
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ILRNS N ILTALS 177

Lxhilil 9
Revenue Conliilulion of INI Conpany and Iianchisee OulIels in RelaiI usiness
in Ieicenlage ( age) in Yeai 2OO9
?,&%5': Conpany Docunenls.
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178 ACR}

OF,#0#) H>
Wedding Seivices
!"#$" &"'"()*+#
Thcmc dcn3 ! speIIlinding, speclacuIai aie a fev voids oui cIienls Iike lo dehne oui decoi
:#),C K- :;3$ ;/ ),-G-& *%6;3-@ ); /%G- % <-: ! S;G%/@ 9)%6#%/@ 9/1#%/ )3%1#)#;/%6@ <(&#;/C
LxenpIoiy decoi vilh lhe use of oveis, faliic and olhei accessoiies is chaiacleiislic of us.
:*)"#1$2 R 6*#)"$51$2 ! Lip snacking deIicacies fion lhe deIeclalIe cuisines galheied fion
acioss lhe voiId ! ve have achieved exceIIence and peifeclion in lhe ail of food. Depending on
lhe lhene of a vedding ve devise an exolic nenu lhal Ieaves no oplion foi guesls lul induIge in
and vhals noie, ve have adepl lai lendeis vho enIiven lhe alnospheie of cocklaiIs vilh lheii
juggIing liicks.
Trnusscau & GIft PackIng ! Lven a dainly gifl packed leaulifuIIy speaks voIunes aloul youi
slyIe, lasle and feeIings. We exceI in innovalive design ideas foi liousseau and gifl packing,
designs lhal aie exquisile and designs lhal aie lizaiie, lo Ieave an eveiIasling inpacl on guesls.
?$S1)*)1/$ :*#5% ! An invilalion caid heiaIds lhe onsel of a nev Iife foi lvo peopIe and is lhe
hisl slep of lheii auspicious londing. We capluie lhis leaulifuI lhoughl in lhe nosl exquisile
invilalion caids. These coIouifuI caids aie nade vilh handnade papei, faliic, ciealive nolifs in
zaidosi, kundan depending on lhe lhene.
(**$K*+* ! A Iegacy Iefl ly nughaIs in India, a vedding is inconpIele vilhoul lhese ioyaI
paans. The paan is nade in diffeienl slyIes, each slyIe ieIales a sloiy of lhe MughaI heioes of lhe
lygone eia. So, if you havenl lasled paan you have Iefl youiseIf leiefl of a ioyaI expeiience.
E"O"$51 ! U/- ;< ),- *3-%) ),#/*& 9/1#% #& $/;:/ <;3 #& ),- %3) ;< ,-//%C .-,-/1# %3)#&)& 0;%&)
aloul lheii inliicale nehendi palleins. Undeislanding lhe need of lhe changing lines and liends,
oui designs aie inspiied ly olhei cuIluies and slyIes loo, apail fion lhe liadilionaI Indian.
?,&%5': Conpany Docunenls.
S0218927512500071.indd 178 7/13/2012 11:12:33 AM
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ILRNS N ILTALS 179

OF,#0#) HH
INIS Key Managenenl Tean
.--)% '()*()#%
Diiecloi, Ieins N IelaIs Cioup
Meela Culgulia leing Vikas Culgulias vife has leen in lhe conpany since ils inceplion in 1994.
She aIso handIes lhe neichandise foi lhe gioup.
5%:%/ '%1#%
Vice Iiesidenl, Ieins ''N IelaIs Cioup
Iavan Cadia is iesponsilIe foi chailing slialegies foi lhe gioup and iesponsilIe foi saIes and
disliilulion and handIing opeialions vilhin and oulside of India. He is aIso invoIved in lhe
Iinance, HR and Adnin acliviles.
53%&,%/) .(1%6#%3
CeneiaI Managei, Ieins 'N IelaIs RelaiI
Iiashanl joined lhe conpany in 2OO4 and possesses in-deplh knovIedge of lhe ielaiI indusliy
in leins of selling up oulIels lased on Iocalion and piohlaliIily (i.e. VisiliIily, AccessiliIily and
IinanciaI IeasiliIily).
"#/#)% P,%3G%
'-/-3%6 .%/%*-3@ 245 OB-/)&
Vinila heads lhe evenls/vedding pIanning lean. Hei iesponsiliIily incIudes cIienl handIing,
#1-/)#<D#/* ),-#3 3-A(#3-G-/)& %/1 ),-/ &(**-&)#/* B%3#;(& #//;B%)#B- #1-%& <;3 % /-: <--6 ); ),-
-B-/)C
P,#$,% +,%3-N%
Diiecloi Design, INI Weddings
Shikhas iesponsiliIily invoIves concepluaIizalion of vedding sels vilh diffeienl lhenes, and sel
pioduclion.
?,&%5': Conpany Docunenls.
S0218927512500071.indd 179 7/13/2012 11:12:33 AM
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18O ACR}

OF,#0#) H=
U()&#1- 7OF)-3/%68 "#-: ;< 2-3/& 4 5-)%6& P);3-
?,&%5': Conpany Docunenls.
?,&%5': Conpany Docunenls.
Lxhilil 13
9/)-3/%6 "#-: ;< 2-3/& 4 5-)%6& P);3-
S0218927512500071.indd 180 7/13/2012 11:12:33 AM
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ILRNS N ILTALS 181

Lxhilil 14
R "#-: ;< % S;%1&#1- "-/1;3
Lxhilil 15
R/;),-3 "#-: ;< % S;%1&#1- 26;:-3 "-/1;3
S0218927512500071.indd 181 7/13/2012 11:12:36 AM
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