GreenDust to expand overseas operations, sell more products

Tags: News
GreenDust is spreading its wings to emerging markets in West Asia and South East Asia while expanding its portfolio with categories like medical equipments, apparels and shoes.

The firm currently handles reverse logistics for all the leading brands of consumer durables, refurbishes the returned products and sells them through its warehouse stores and discount stores. Started four years back, the company currently has 220 discount stores, mainly in tier-II and III cities and 10 large warehouse stores in the outskirts of metros.

“For us the way forward is to expand the number of categories and reach. We are getting into categories like medical equipments — these could be both rejected units and products used by large hospitals. With the help of the manufacturers we will refurbish these products and supply to smaller hospitals at lower rates. Other categories, include apparels, shoes, fashion products and two-wheelers,’ said Hitendra Chaturvedi, founder and CEO of GreenDust.

As far as reach is concerned, the company is increasing its discount store count to 1,000 in three years. The company has also opened its offices in Dubai and Hong Kong in order to establish itself in the West Asian and South East Asian markets.

In order to fuel its expansion, the company will go back to its investors. In 2010, a consortium of VC funds, including Kleiner Perkins Caufield and Byers, Sherpalo Ventures and Reliance Venture Asset Management, had invested in the company. The reverse logistics company had raised a series B round of investment from Vertex Venture Holdings in 2012.

“It is a profit-making model and our franchisees are getting higher margins retailing refurbished products compared to those retailing new products. Reverse logistics is not the core competency of the brands and it also incurs cost to the company. So these articles are sold to us at a discounted rate. These products are refurbished and sold at our discount stores or warehouse stores at 25 to 40 per cent discount with warranty,” said Chaturvedi.

The company also tries to keep costs low while selecting the real estate for stores.

sangeethag

@mydigitalfc.com

Post new comment

E-mail ID will not be published
CAPTCHA
This question is for testing whether you are a human visitor and to prevent automated spam submissions.

EDITORIAL OF THE DAY

  • The US can no longer take India for granted, as Kerry’s visit shows

    Despite the feel good factor in Indo-US ties, not the least surprising given BJP’s long term support for free market and laissez-faire economy, the

FC NEWSLETTER

Stay informed on our latest news!

INTERVIEWS

GV Nageswara Rao

MD & CEO, IDBI Federal Life

Timothy Moe

Goldman Sachs

Chander Mohan Sethi

CMD, Reckitt Benckiser India

COLUMNIST

Urs Schöttli

Why cleanliness is a vital human right

I have spent the past few months in India witnessing ...

Parvez Imam

Tourism agenda with a colonial undertone

Tourism is supposed to bring in foreign exchange and provide ...

Dharmendra Khandal

Let the tiger breathe in its natural home

The world has been observing July 29 as International Tiger ...

INTERVIEWS

William D. Green

Chairman & CEO, Accenture