After Delhi, Cartier set to step into Mumbai
Three years after launching its first boutique in India at New Delhi’s DLF Emporio,
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French luxury brand Cartier plans to set up its next exclusive boutique in Mumbai. The brand plans to come up with 50-80 more points of sale and six to seven boutiques in 5-10 years’ time as the luxury market matures in the country.
In conversation with Financial Chronicle, Louis Ferla, Cartier’s MD for Middle East and South Asia, said, “We are looking at the Indian market very seriously. We plan to expand our business here but in a very qualitative manner.”
Although the brand has decided on its next destination, it is yet to finalise the location in Mumbai. “We are not just restricting ourselves to the offerings of DLF in Mumbai but negotiating with other malls as well.” Talking about the timeline, Ferla said, “As soon as we find the right location.”
Cartier’s Mumbai boutique will be 300-500 sq m in size. “We look towards offering a uniform Cartier ambience and treatment to our customers worldwide. So, we go for a uniform look and size for all our stores across the world. Most of our boutiques occupy 300-500 sq m of area,” said Ferla.
He further added that the brand has already broken even at its Delhi boutique but is yet to make much profit. “Although we have broken even at our first boutique, the profit margin is not as much as we expected mainly due to high import duty and the expensive rental at DLF Emporio.”
Ferla finds import duties in India “abnormally high” compared to other countries. “In other countries the import duty fluctuates from 5-15 per cent, but in India it fluctuates from 20-40 per cent.”
Ferla, however, said that business is growing consistently. “We have been growing at 35-40 per cent on an average in the last three years,” he said. Although the brand offers jewellery, watch and accessories, the key growth drivers in India are jewellery and watches.
To create greater brand awareness in India, the brand is associating with events like vintage car exhibitions. It is also launching books on the heritage of the brand and investing in advertising, mainly in print media.
Although Cartier’s India operation contributes a very small part of its global business, the brand sees India as a long-term investment. “The India operation’s contribution is not even a single digit number. But there is growth and we are investing here for future,” Ferla said.
According to a report released by AT Kearney, the total size of the Indian luxury industry in 2009 was estimated at $4.76 billion. The luxury market has grown at a CAGR of 13 per cent during 2007-09, with luxury products growing at 22 per cent, services de-growing at 5 per cent and assets growing at 18 per cent.
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