Thirty-one-year-old Ravish Sangani, an entrepreneur from Coimbatore, is the first Indian rubber band manufacturer to barcode his products, which has helped him create a national brand in this category.
Like many young Indians, Ravish was frustrated with the traditional business practices still followed in the highly unorganised rubber band manufacturing industry. He aspired to do things differently. He wanted to break away from the traditional but highly chaotic wholesale marketing channels to build a business leveraging direct and innovative sales channels that are available in today’s changing retail landscape.
Ravish knew he was manufacturing a quality product. What he needed was a new way to market his products. To do this, he needed to build an identity, create a brand name and innovatively package his products.
He picked a brand name for his products and spent his energy and resources in designing its packaging. He realised that to build a credible brand image, the look and feel of the product was just as important as its quality. While researching successful brands in other categories, he noticed that in addition to look and feel, they all carried a barcode
Not only was Ravish able to increase the credibility of his brand, he was also able to realise several other real-world benefits by using GS1 barcodes, which are listed below:
His products were listed on a leading e-commerce retailer’s website in less than 1 week by using unique GS1 codes, which otherwise would have taken him over 4 weeks.
Online search results for his products improved dramatically by using GS1 codes.
His products became shelf-ready as they can be scanned in retail stores and don’t need to be held up in retailer’s warehouse for 2-7 days for labelling.
Faster and accurate billing at the checkout counters facilitated customer satisfaction.
Error-free dispatches as per orders saved him valuable time and effort, which is otherwise wasted in the reconciliation of orders.
Prospective international buyers from over 150 countries have access to his product information through GS1’s GEPIR Service.
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