The Hindu Business Line : Lepakshi plans makeover in image, product profile

IN a major shift in focus, Lepakshi, the flagship concern of Andhra Pradesh Handicrafts Development Corporation Ltd, will acquire a "bulk orientation" shedding the traditional "retail focus".

"The decision to effect a change in the whole approach is to increase the turnover to Rs 100 crore in the next three to four years," Mr B. Jayaraj, Managing Director of the corporation, told Business Line. "We are taking up a slew of measures to shift the thrust. For one, the team from Jaipur's handicrafts design and development centre will be arriving this month," he said.

The team would study the approach of the corporation and suggest ways to improve the product profile so as to suit the changing consumer interests.

"We are even mooting an idea to appoint a consultant to advise the corporation for the long term," Mr Jayaraj said.

Talking on expansion, he said the corporation had decided to appoint franchisees both with in the State and outside to improve sales. "We are also mulling to handover the outlets, which are not performing well, to franchisees to increase the performance of the corporation," he said.

The long over due opening of Atlanta outlet was likely to see the light of the day this financial year. "E-commerce, too, is picking up," Mr Jayaraj said.

"We are also approaching lifestyle showrooms and multiplexes to open our outlets," he said.

To improve the visibility, the corporation has taken up an ad blitz of late. "The campaign includes setting up of hoardings at vantage points," he said. "We are also showing a one-minute film in theatres across the State to popularise our products. Laya, a popular actress, is figured in the film," he added.

"The component of exports is small. We are taking up steps in this area, too. We have participated in the Incredible India expo in Malaysia and got encouraging enquiries," he said.

"Our turnover target for the year is Rs 33 crore. We are hopeful of achieving it. We will reach Rs 45 crore next year," Mr Jayaraj added.

More Stories on : Strategy | Arts & Crafts | Andhra Pradesh

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