Monday, April 13, 2009: 06:00:42 PM

Retail Biz Personality of the Fortnight

Entrepreneurial hues — Devang Mittal, Adelina Homes Fashions Pvt Ltd

Out Standing Out Standing Out Standing Out Standing Out Standing
Devang Mittal, Director, Adelina Homes Fashions Pvt Ltd, is the force behind the success of his Meerut-based company. Incepted in 2007, Adelina Homes Fashionshas become one of the foremost retail and export companies in the home furnishings segment in North India. Mr Mittal, driven by his relentless efforts and a passion for his profession, has left no stone unturned to carve a niche in this competitive market.
Early off-the-blocks
Mr Mittal wanted to foray into the retail business at a young age. However, before taking the vital decision of starting his own retail company, he considered it important to gain on-field experience for a few years. He thought that this would help him develop a better understanding of the market, potential avenues and consumer preferences.
After graduating with a Bachelors degree in Commerce from Meerut College in 1996, Mr Mittal enrolled at the Choudhury Charan Singh University for an MBA degree. Having specialised in marketing from the University, he decided to join the Pashupati Cotton Industries in Kadi, Gujarat. A few months later, he joined Texmart Creations Pvt Ltd in Ahmedabad, where he worked for three years.
Over a period of time, Mr Mittal realised that constant upgradation of product quality and continuous innovation in style is the key to retain customer loyalty and succeed in the home furnishings segment. Armed with adequate business knowledge and marketing expertise, he laid the foundation of Adelina Homes Fashions in 2007.
Setting his vision
Like most entrepreneurs, Mr Mittal also had his share of difficulties and setbacks in the initial years of his career. But he did not allow these challenges to deter his objectives.
To diversify his business, Mr Mittal began networking with prospective buyers through various distributors. He encouraged healthy competition, set high goals for his company and inspired his employees to put forth their best effort.
According to Mr Mittal, “It is very important to motivate associates to hold a stake in the company. By doing so, they come to feel that the company’s growth is equivalent to their professional growth.”
One of the greatest challenges for Mr Mittal was to raise capital and form a skilled management team. However, he tackled this dual challenge effectively and ensured that neither his business nor his workers suffered at any point of time.
He made sure that with his existing workforce, he was able to launch new and innovative product lines to cater to the ever-changing market demands. As a tactical business approach, he also ensured that his company’s products were competitively priced.
Mr Mittal’s concerted efforts to come up with something novel led his company to manufacture an exclusive range of cushion covers, table cloths, bed sheets, hand bags and aprons at reasonable prices.

His domain knowledge further propelled him to adopt aggressive marketing techniques and create a dynamic sales team that could strategise for new markets. This subsequently enabled the company to reach newer heights.

Future forward

In the wake of the global financial crunch, Mr Mittal says, “With the global markets crashing miserably and deflationary trends adding more pressure, it is a highly unfavourable situation for all retailers and entrepreneurs to operate and maintain profitable margins. Yet, we are not ruling out the option of introducing our latest range of products within the next few months. Our new product line will mainly comprise embroidered quilts, patchwork bed sheets, decorative pillows and cotton aprons.”
Mr Mittal is all set to tide over the headwinds of this sharp downturn, and feels that although the company is operating on thin margins at present, it will do brisk business once its new collection hits the stores.

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