Adgully Exclusive | Key concern for us is customer satisfaction and convenience: Koovs.com's Rajesh Kamra

Koovs, India's fastest growing E Commerce site has become a one-stop solution for all the instant desires for a healthier lifestyle. With the intent of providing the best range of products and services at affordable prices, Koovs has established itself as the ultimate lifestyle destination. Starting from popular branded home appliances to mobile phones and electronic items such as TVs, refrigerators, geysers & other white goods; you name it, you have it at the most lucrative of prices! They have exclusive tie ups with brands like Nokia, Philips, Videocon, Murphy Richards, Samsung and are providing many offers on them as well.

In an exclusive conversation with Adgully, Rajesh Kamra, Co-Founder and Managing Director, Koovs shared some insights about their initiatives and also highlighted some key steps taken by Koovs.

Koovs was launched initially as an online deal site having tie-ups with local businesses and offering an 80-90% discount on these services to customers. Over the last one year, they have expanded into other categories such as fashion, mobiles, electronics, home appliances, and many more.

Speaking about Koovs, Kamra said, "Koovs is an e-commerce site. We started with localized offers in Bangalore, then entered Delhi and Mumbai and now we are present in all metros. Our aim is to bring the best range of products and services at affordable prices and a zealous retail therapy for all our users. We sell different products of different categories. The categories which we cater in are: mobile and accessories, fashion and accessories, home appliances, electronic appliances and tours and travel. "

When asked if there is funding in place, Kamra said, "Yes. We have already been invested a significant amount in "infotel group.'"

Speaking about the road-map for Koovs at this point, Kamra explained that they currently are in growth phase. Since they are already established in all major metros expand into 24 other cities and localize offers. He said, "In terms of E-commerce, we already have a large number of categories. Basically, anything and everything related to lifestyle you name it we have it there. The most important factors that we are concentrating on are the technology and the bracket."

Koovs.com also has plans to extend offers on local services to customers in four more cities by the end of this quarter. Presently, these deals can be availed at Delhi, Mumbai, Pune, Bangalore, and Hyderabad. The cities to be added to the list are Ahmedabad, Jaipur, Chennai, and Kolkata.

As told by Kamra, the growth is coming in from delivering to the demands of the customers. "We give immediate delivery against the order and the facilities like cash on delivery etc makes the customers feel more comfortable and also easier for them to shop online", he said. On further explanation, he mentioned that they are also planning to come with their own distribution network wherein the delivery of the products will be done in a very short span of time. Kamra said, "We are working on beefing up our back-end operations with multiple distribution networks across India. At present, we have warehouses in Bangalore and Delhi. We plan to have 24 distribution networks across the country over this quarter and the next. We will phase it out over the next 3-6 months."

They have been working on technology front as well so as to mark their presence in the mobile industry. The main differentiation is that under one umbrella they have everything which an individual could desire, whether its discount offers on a restaurant, bars, saloons or adventure sports etc.

The USP of Koovs is the competitive pricing and convenience with respect to offline shopping. For instance, products in their "fashion & accessories' section are priced 5-10% below the retail price. Koovs.com offers discounts as high as 90% on services, 50% on events, and 48% on mobile and accessories. The site has also come up with some attractive deals for the festive season.

Recently, on the occasion of Dhanteras this festive season, the "Home Appliances' category registered the highest numbers in terms of sales. This Diwali, in terms of revenues, the "Mobiles' category had garnered 30% of the total sales while the "Home Appliances' and "Electronics' categories at No. 2 and No.3 respectively have each garnered 10-15%. Kamra said, "The key concern for us is the customer satisfaction and convenience. We work for that and try our level best to make the customers more comfortable and happy."

The e-commerce player has altered its media mix from 90% allocated towards digital media and 10% towards other media to 60% towards digital media and 40% towards radio, print, and road shows.

"Over the last six months, we have engaged in digital marketing for our site. Since September this year, we also have been running ads on Radio One in Bangalore. More radio ads will go on-air in 6-8 metros in the second week of November," Kamra added.

With the E-commerce space also reaching a 'cluttered space' mark and with a long list of products and highly tempting discounts, Koovs.com, appears to have taken it to their task to stand out in the crowd, just like it name! | By Aanchal Kohli [aanchal(at)adgully.com]