Page 55 - Clean India Journal - August 2023 Digital Edition

Laundry

our stores are owned by women stay the course. The laundry market order from a particular store, and
entrepreneurs, who are ideal is driven by bottom-up growth; each garment tagged with details,
for the job. In some cases, store correspondingly, we have focussed including customer name, garment
delivery personnel have invested on store-by-store expansion characteristics, order number and
in becoming franchisees and with an emphasis on achieving date, store ID and a bar code, along
multiplied their income.” profitability.” with customer requests like starching.
Meanwhile, Fabricspa provides One of the notable consequences Each garment is screened,
extensive support, including with of this is the company’s scanned into the MSS and
marketing, to help the franchisee geographical penetration; rather examined for stains or damage.
recover their investment and turn than open untenable stores in every Then, they are segregated into
a profit as soon as possible. Zonal city and town, it has committed various categories and sub-
in-charges are in constant touch itself to building capacity before categories such as type of garment,
with franchisee partners; this, along spreading itself out. type of fabric and colour. Uniquely,
with strong internal controls and it is not the customer but Fabricspa
timely sales reporting, establishes a which decides how the garment
relationship of trust. The facility should be processed. “Experienced
Situated appropriately enough in an personnel determine whether a
Market position apparel park, across 2.5 acres with a particular garment should be sent

As a longstanding player in the 60,000 sq ft built-up area, the central for wet wash, delicate wash or dry
laundry market, Fabricspa enjoys processing facility is the nerve centre cleaning. In case of doubts, the shift
of Fabricspa’s Karnataka operations.
head is called for confirmation.
the first mover advantage. While
the market is growing at a modest Every evening, employees receive Irrespective of the laundering
pace and a fraction of customers laundry bags full of soiled garments, process, the price for the customer
may switch from one brand to each bag accompanied by a transfer remains the same.”
another, most customers tend to
remain loyal to a company for
years, even if a cheaper alternative
is on offer.
Fabricspa positions itself
between the ultra-premium and
mass laundry segments. Choosing
to charge customers per garment
as opposed to per kg is one of the
ways it has cracked the code to
profitability, without succumbing to
unsustainable undercutting.
“Our growth has been organic,
consistent, sustainable and
profitable. We have learnt how to

Clean India Journal•AUGUST 2023 55
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