Swarovski To Go For Expansion Of Outlets

Mumbai: | Updated: May 26 2003, 05:30am hrs
In an effort to promote its crystal products, Swarovski India Pvt Ltd a 100 per cent subsidiary of Swiss franc 2.3 billion Swarovski AGplans to expand the number of exclusive boutiques from five to eight, shop-in-shop corners from seven to 22, and independent retailers from 14 to 21 in the near future, Swarovski India Pvt Ltd country-head V Shivkumar told FE.

There is a huge potential for crystal gifting items, collectibles, fashionable jewellery and watches at present. With plans to reach at least 55 outlets, we hope to garner one per cent of Swarovskis global turnover in the near future, he said.

In the process, the company hopes to meet the target of achieving 60 per cent sales growth this year.

As part of its new supply chain management initiatives, the company plans to develop a common connectivity with Swarovskis branch office in Delhi and its retailers in India by way of e-connecting them with the parent companys branch office in Hong Kong for billing purposes soon, informed Mr ShivKumar. At present, Swarovski Indias various entities are connected to each other through the frame relay link, he added.

The company had introduced the Swarovski Collectors Society in India to keep track of regular buyers of Swarovski items. The company now hopes to double the number of Swarovski buyers from its existing strength of 1,200. Internationally, this forum handles around half a million buyers of Swarovski items, he informed.

As part of its online marketing initiative, Mr Shivkumar said the parent company already has an interactive Website called www.swarovski.com to facilitate customers to come back and buy. With the move, our e-shop facility has motivated 70 per cent customers to come back and buy in the international markets. Although, we have not yet introduced this facility in the Asia-Pacific region, we are looking at that possibility, he added.

On Swarovskis new marketing initiatives, Market Search India Pvt Ltd

CEO Sundar Rajan said: Crystal items have a long way to go in India as far as growing the crystal market is concerned. But, Swarovski will definitely take the lead in terms of growth as it is the first company to introduce premium range of crystal jewellery and watches in the Indian market.