THIS SINDHI RETAILER MAKES US PROUD

The brand's global turn-over is $1 billion (Dh3.67bn), he says, with the Middle East making up between seven and eight per cent.  Among the markets it is expanding into are Abu Dhabi, Fujairah and Saudi Arabia, which accounts for the biggest chunk of its regional portfolio, with 60 stores representing one-third of its regional revenues.

Sales over the first half of 2010 indicate an upswing. His success is using a strategy of more efficient inventory, aggressive marketing and special promotions to our World Without Strangers [WWS, loyalty scheme] members, product-focused advertising campaigns and, finally, by identifying what is important to our customers and making it obvious in all our stores.

During the last year crisis, he refused to fire anyone. Instead he reduced his inventory from 135 days to 90 days, converting a lot of it into cash. Also, he and his team ran a major, quick-fix inventory disposal operation and focused on adjusting purchase orders by working with the rest of the group to consolidate buying operations. Stores were also reclassified into core or A-group shops and outlet or discount stores. A win-win situation for all.
During the good times, he takes  more risks, by offering more fashionable lines, often at higher price points. But on a normal style of business they stick to everyday basics, for a predominantly male market. His style and taste for his customers are world usage kind.

Expansion into new markets is part of the road ahead. Besides the UAE and Saudi Arabia, new stores have opened in Syria and Azerbaijan, and a first Iraq shop is likely to open before the end of the year. Other focus markets include Libya, Tunisia, India and Eastern Europe. They are open for franchise and corporate sales. Another initiative is a kiosk or mobile shop, which Chugani says will stock essentials such as innerwear and T-shirts, and will be placed in locations that have a high density of foot traffic. Online stores and community malls are other focus areas. Finally, the brand will also push the loyalty route with its WWS program, which has more than 200,000 members in the GCC and over four million worldwide.

He is married and stays in Dubai with his family. He gets media attention practically on a regular basis.

YOU MAKE US PROUD, ISHWAR.