Weaving a sweet web of sure success

AHMEDABAD: The worldwide web just got sweeter, literally. And the diaspora of Shahs, Patels, Parikhs and Mehtas of Garvi Gujarat, and for that matter anyone else, can vouch for this new-found sweetness that is delivered to their doorsteps at the click of a mouse.

For the uninitiated, Kandoi Bhogilal Moolchand, a sweet-meat shop in Ahmedabad, is extensively using the e-commerce route to supply sweets to several countries in the world.

At a time when Indian retail sector is buzzing with news of global biggies tying up with domestic players to set up extensive networks, there happens to be many small and stand-alone players like Kandoi Bhogilal Moolchand, who, by virtue of better customer service and optimum utilisation of technology, are creating their own niche markets abroad.

The sweets retailer today reaches out to the world population through its extremely user-friendly and exhaustive website. The website enables the user to order sweets on-line and the delivery happens through courier. The use of e-commerce began three years ago and since then the retailer has received about 1.47 lakh on-line requests for its over 55 varieties of sweets. “I could not imagine getting so much exposure on my own. The Internet has helped me expand the business,” says Nitin Kandoi, one of the owners who runs the business along with his brother Kamlesh Kandoi.

The Kandoi has been in the business of making and selling sweets for over five generations and has grown over the years from a small roadside establishment to four outlets in Ahmedabad at present. The retailer today has an extensive list of over 30 corporate clients such as Reliance, Essar and Adani groups as well as non-resident Gujaratis living in the US, Europe and Africa. "Innovation in both product and technology has been the key to our success," Nitin says.

As a result of the success of e-commerce venture, many other small retailers are also using technology to their advantage. Small stand alone retail stores on the Rajkot’s Dr Yagnik Road are trying to evolve business model wherein all stores on the street will be brought under one umbrella.