‘Our goal is to premiumise offerings’
Over the last year or so Ferns N Petals has dipped its toes in a series of related and unrelated industries — wedding planning, medical tourism and hospitality. It has also recently launched a premium store format, Retail Shine. In this interview to Geetika Srivastava, Founder and Managing Director Vikaas Gutgutia talks about the brand’s performance in the new segments as well as its expansion plans. Edited excerpts:
What’s the idea behind the Retail Shine concept? Are you looking to create a space for FnP in the premium space?
The Retail Shine project is designed to elevate customer experience for FNP Cakes and Flower Stores. This initiative will focus on transforming our stores to better cater to premium consumers and drive brand growth. We will be focusing on new interiors by revamping and refurbishing our interiors to create a more inviting and visually appealing environment. We are conducting thorough reviews to optimise store operations and ensure exceptional service. Plus, we are also implementing technology to enhance the shopping experience and streamline operations.
What has been the response to your healthcare vertical MediJourney which was launched in January?
MediJourney has been experiencing a good response. We have focused on leveraging digital marketing strategies, have expanded our network to include 250 hospitals (Apollo, Fortis, Max Paras to name a few), over 15,000 doctors and surgeons, and more than 30 treatment segments.
We are experiencing a significant increase in patients from various SAARC countries, CIS countries, and Africa. Navigating cultural differences and language barriers did pose a challenge initially. Hence our emphasis over the next 3 months will be to optimise service delivery by employing top-tier customer coordinators, enhancing our operational efficiency. We collaborate closely with healthcare providers and travel agencies to offer comprehensive language and cultural support. Currently, the market does not have a clear leader, which presents an opportunity for us to establish our presence. Our strategy involves strengthening team dynamics and harnessing digital capabilities to improve effectiveness. We are targeting a GMV of Rs 50 crore as we continue to grow and refine our services.
Building brand loyalty is crucial in the highly fragmented gifting segment. Has technology been an enabler?
We have created meaningful relationships with our customers through experiences and technology-driven solutions. Our omni-channel integration is a key part of our strategy. Our hybrid retail model seamlessly combines traditional stores with integrated ecommerce operations, ensuring that customers enjoy a consistent and convenient experience across all platforms. Personalisation is at the heart of our customer engagement efforts. We use data-driven insights to tailor our offerings, from creating customised event arrangements to gifting solutions to timely reminders for special occasions. By understanding our customers’ preferences and behaviours, we’re able to provide a more personalised and meaningful experience.
Customer feedback and analytics also play a critical role in our strategy. We actively seek feedback to continuously refine our products and services to better meet their needs. Additionally, our tech-driven logistics solutions ensure timely and reliable deliveries across India and abroad.
With the upcoming wedding season, how is FNP Weddings preparing itself for the rising demand?
As we approach the wedding season, we are actively preparing to handle the expected rise in demand. We are expecting to grow two-folds as compared to last year, with venue bookings for the upcoming season being already full.
We’ve significantly expanded our services to cater to the diverse needs of our clients. Our offerings now include comprehensive wedding planning packages that cover everything from venue selection and décor to catering and entertainment. Last year, we launched Shaadi Central, which is designed to streamline the wedding planning process thus reducing the stress on couples and families. Similarly, FNP Fleur, our floral and décor vertical, is addressing the soaring demand for imported flowers this year by exploring partnerships with international florists.
To streamline our operations, we are integrating technology into our processes. The FNP Weddings platform will soon feature interactive tools that will allow couples to visualise their wedding setups in 3D and customise their floral arrangements, thus managing the visual elements with ease. This digital enhancement will help us cater to a tech-savvy clientele and ensure a more personalised service.
What are your plans in the hospitality segment?
At Udman Hotels, we’re committed to creating memorable experiences. With a portfolio of over seven boutique and luxury hotels across North India, we plan to launch 50 additional hotels in the next two years, while carefully balancing expansion with the unique, personalised touch that boutique hotels are known for.
We are focusing on refining our brand positioning to ensure that every guest enjoys a distinctive and enriching stay that reflects the ethos of luxury, comfort, and individuality.In terms of growth, we are targeting a 30% year-on-year increase, a goal we are confident in reaching. One key area of focus is the MICE segment. This year we are seeing a high surge in demand for well-equipped venues that cater to corporate events and large gatherings.
What are some unique trends in the gifting segment that you’re noticing in the Indian market?
We’ve seen significant shifts in the gifting landscape, with personalisation and experience at the forefront of these changes. Today consumers are looking beyond traditional gifts, they want to express their emotions through items that carry a personal touch. Monogrammed bags, personalised jewellery, bespoke gift hampers, premium flowers, personal care hampers, unique home décor items have become popular choices. The emphasis on customisation enhances the emotional value of each gift, making the experience more meaningful and memorable.
Experiential gifts are also gaining traction as people seek to create unforgettable moments. Sustainability is another key trend. Eco-friendly products such as reusable water bottles, glass vases, and potted plants are in high demand.
This year, we are targeting 30% growth for our gifting vertical. Our focus remains on quality, presentation, and timely delivery. Our goal is to offer more categories and premiumise our offerings to keep pace with emerging trends.