Temptations unlimited
Take your pick of lip-smacking candies at
'Sweet World' - a store with a difference, says
Aditi Gangavkar as she chews into its details
When you talk about candies, one
can very well say, 'sweeter' the
better! And, after knowing more
about Sweet World, you can't help but agree
with me. So what is this Sweet World, you
may ask; let's hear it straight from the person
behind this concept - Vrinda Rajgarhia.
As the creator of Sweet World, Vrinda
says, "I think most of us like candies. And
there's something about candy that brings out
the child within us. On my vacations abroad
as a kid, I saw and bought different candies
and chocolates from candy stores. I realised
that though the concept of candy being sold
by weight in a pick 'n' mix format was
common internationally, it just didn't exist in
India." A passion to do something new and
different excited Vrinda. It inspired her to test
new waters rather than go for the tried and
tested products already available in India.
That's how the brainwave for Sweet World -
an exclusive pick 'n' mix candy store catering
to the inherently sweet-toothed Indians, was
hit upon.
The launch
But just a thought wasn’t enough. There was
lot of waiting period that Vrinda had to put
up with, before actually making her dream
come true. "I had been planning the Sweet
World venture for about three years before I
actually launched the business. But the import
duty structure at that time was very high.
Thus, as soon as the rationalisation of the
duty structures took place and the duties
came down to the more affordable level of 30
per cent, we started work on the project and I
launched my first store in October 2002," says
Vrinda gladly. So is there any despair for all
that lost time? "I used that time for in-depth
market research for my proposed business,"
she points out quickly.
The experience
Her research proved its worth - it soon turned
into a foundation for 'Sweet World', which is
not just a candy store concept, but also a
sweet experience in itself.
According to Vrinda, the attraction of
these outlets lies in providing instant
gratification to the customer in terms of taste
and visual appeal, convenience of purchase,
ample selection, presentation quality and oneof-
its-kind 'entertainment factor' in the
purchase experience. "Our stores are designed
to appeal to passing customers with brilliantly
lit and creatively merchandised interiors,
stocked with more than 100 colourful varieties of candy and related gift items. The
store's look is totally international; candies in
all shapes are displayed in see-through acrylic
containers, the emphasis being on
presentation and hygiene. In fact, our stores
are an interactive experience for customers
and provide a whimsical feast for the eyes
through a riot of colours," she adds.
....C
O N T D
TO
READ FURTHER... SUBSCRIBE TO YOUR
COPY TODAY!!!
