The UK’s largest home textile retailer Rosebys, which was acquired by Dalmia Group company Gujarat Heavy Chemicals (GHCL) for £50million in 2006, is coming to India.

Rosebys director Nikhil Sen says, “Our focus is on first-time home owners as the number of households in India is set to grow from 13 million to 61 million by 2012. We are not creating a need but filling a gap, wanting to especially target female consumers”. While the Rosebys existing stores in the UK fall into the luxury bracket, the company plan to flood the Indian market with products that suit all pockets. The company promises to offer a similar ambience, eclectic choices in similar-sized single branded stores in metropolitan cities as well as towns.

The plan is to set up shop in various states, starting from Punjab and West Bengal and moving onto Karnataka, Andhra Pradesh and Gujarat in the first phase. Rosebys’ Alok Banerjee, chief executive officer said, “We have signed up for 250 stores and are opening 170 stores in the first financial year starting October. We intend to ultimately open

675 stores across India in four years.”

Nikhil disclosed that “each store will be a single-brand outlet spread over 900-2,000 sq ft that will stock accessories such as lace-rimmed lamp shades and t-light candle holders and like any fashion item, the style range would be divided into four seasons”. There would be 700-800 products available with a mix-and-match option of 75 combinations, which will be all theme-based, with alternatives to allow the new-age woman to make her choice.

Speaking of the business model, Sanjay Dalmia, chairman of Dalmia Group, says, “We are going in for a franchisee model. So, our investments will not be high but we will be spending about Rs 150 crore in the first phase on 360-degree advertising and marketing communication initiatives. We plan to expand by catering to the ‘good, better, best’ and plan to be exclusive in all the three categories.”

The designs will also borrow inspiration not just from Europe but also from rich Indian culture to differentiate the products from those available locally as well as globally. Saatchi & Saatchi will carry out the advertising campaign for Rosebys. GHCL was earlier looking at various retail options, including launching a new local brand. But it has decided to position Rosebys as its global retail chain. The next move might include East Europe.