Omega chalks out plan to double distribution outlets
Pummy Kaul (ET)-11/12/99
New Delhi, Nov 12: Swiss watch major Omega on Friday announced its second phase of expansion strategy under which it plans to double its distribution network in India.
The plan--aimed at widening the company's retail reach--includes an increase in its sales and distribution network from the current eight to 16 cities by 2000-end and from 35 to 50 points of sale in the next 12 months.
Detailing the strategy, Sunil Amarsuriya, CEO of The Swatch Group, Singapore, said: "In the first phase of expansion Omega established its foothold in all leading metros. Continuing to expand its stronghold in the country, Omega is now planning to expand its network to smaller towns and cities."
These include cities like Pune, Lucknow, Chandigarh, Hyderabad, Cochin other than the metros. According to Ravi Thakran, general manager, Swatch Group, South Asia, the profile of the outlets will vary from exclusive outlets for Omega to some outlets where all the brands of the Swatch group would be available and other multibrand outlets would have Omega as the dominant brand.
The company also plans to boost its service network nationwide with its presence in all the 23 cities with more than one million population, he added. "The service network is as necessary as distribution network and Omega plans to be in all the 23 cities through its service network," Thakran added.
"With the recent liberalisation of import policy, we are now able to offer the complete Omega international collection, thereby making the watch available to a much wider market segment," Thakran said.
Though the company did not divulge the sales turnover of the brand in India, Tharkan claims Omega outsells the number two brand by 10 pieces per shop |
