My Dollar Will Go Franchise Again

Saturday, May 31, 2008

The US-based discount retail chain My Dollar Store (MDS), which started off in India rather "unsuccessfully" with a franchise model, may revert to the same, but with a twist in the gambit this time around.

The industry buzz is that the 50-odd MDS stores slated to be rolled out in this calendar could all be franchisees. However, now, sources said, the retail chain is making sure of three aspects � whether the franchisees have their own property, their expectations on the returns on their property and the location.

Soumitra Ghatak, CEO, MDS, said: "We are open to opportunities, if the expectations can be set right." A retail analyst said the franchise model will help the retail chain expand its footprint in India and, more importantly, will ensure that its resources are shared.

More India business stories When MDS started out in India a few years back, the franchisee model stumbled resulting in brand dilution. The chain re-evaluated its strategy and realised that the typical franchising method as followed in the US was not resulting in a proper brand communication to the consumer.

MDS was then aiming at a more upscale consumer. Consequently, it felt there was a need to change its business model by owning most stores.

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