EVOK to strengthen its modular kitchen division

A brand of Hindware Home Retail Private Ltd, EVOK, is offering franchise opportunities for its modular kitchen business in North and South India. EVOK is a premium home interiors and décor brand with 17 mega format stores across the country.

The franchise model will focus only on modular kitchens, a novel and upcoming concept in mini metros as well as potentially lucrative markets yet to be tapped. EVOK will focus on Agra, Meerut, Jalandhar, Bhopal and Patna in phase I, which will begin from year end. This will be followed by phase II for South. EVOK targets to develop 10 -12 locations for FY 13-14. EVOK’s franchise model is aimed at strengthening its retail footprint in the country as well as providing entrepreneurial opportunities in the targeted cities. These will be small format stores emphasising only on kitchens. Hindware Home Retail Private Ltd entered the modern retail sector with Home Interiors Specialty business in 2008.

Ajay Seth, COO, EVOK, says: “Currently, the modular kitchen industry is pegged at around Rs 2000 crore and is witnessing an impressive 25% growth YOY, fuelled by demand from non-metro towns. India’s franchising industry too is poised for immense growth in the next five years and retail will be one of the key sectors in its progress. We aim to capitalise on these opportunities and impart knowledge for the entire business project, from site selection, installation, training and promotions. The aim is to improve our market share from 15 % to around 25% in the modular kitchen market by FY 13-14 but it will be important to maintain EVOK’s premium quality imagery and service thus the selection process for a franchise partner will be stringent.”