FRANCHISES AND KIOSKS IN THE PIPELINE: Shades will have its own stores and will also retail through a franchise network. It plans to be present in metros, mini-metros and towns with a population of over 10 lakh (1 million).
Shades Enterprises is a closely held company with an investment of Rs 25 lakh (Rs 2.5 million) made by all the partners.
Each standalone Shades showroom will require an investment of Rs 65-70 lakh (Rs 6.5-7 million). Yet producer Nitin Manmohan claims there has been no dearth of franchisees.
"We have already got our master franchisees in most major cities tied up," he says. Shades will also have kiosks in key malls. The kiosks will require investments of up to Rs 15 lakh (Rs 1.5 million). Shades plans to have 2-5 showrooms in every city.
The advertising campaign for the brand will be handled by Mindset, a Hyderabad-based advertising agency. The initial advertising and promotion budget for the brand has been set at Rs 2.5 crore (Rs 25 million) per annum.
(L to R) Hameed Saberi, Suniel Shetty, Sanjay Dutt and Nitin Manmohan.