FERNS &

PETALS
“Flowering through a unique
Franchising model”
PRESENTED BY
APO 1
 Case Brief
Founded in 1994 by Vikaas Gutgutia, FNP revolutionized the floral market in India with its fresh
flower delivery and home decoration services.
Inspired by a disappointing flower order experience, Gutgutia recognized the need for a quality florist
in Delhi and founded FNP in 1994, initially with a small investment and a store in South Delhi.
FNP rapidly expanded through a combination of company-owned and franchised outlets.
The network grew from 28 stores in 2002 to 141 stores by 2012, with 88% being franchisees.
Innovative Franchising Model with: Diverse product range offering Multiple revenue streams, Awards
and recognition for top-performing franchise outlets.
Since, Flowers are deeply rooted in Indian culture, used for celebrations, daily decoration, gifting, and
more, FNP recognized this shift towards quality and variety in flower purchases.
Gutgutia's early challenges included managing operations and sourcing expert florists.
FNP's commitment to fresh flowers drove innovations in sourcing.
FNP diversified into e-retail, premium stores, partnerships, B2B sales, a dedicated call center, and
exclusive collaborations with fashion designers.
FNP's plans for international expansion and backward integration into floriculture and focuses on
branding, marketing, and consistent delivery for future success.

Conclusion: FNP's innovative franchising model transformed the floral market in India by focusing on
quality, diversification, and extensive franchisee support, resulting in remarkable growth and customer
satisfaction.
Q1. HIGHLIGHT THE MAIN CHARACTERISTICS OF THE FRANCHISING MODEL USED BY FERNS &
PETALS. HOW DOES IT DIFFER FROM THE CONVENTIONAL FRANCHISING MODEL?

DIVERSE PRODUCT DIRECT FLOWER EXCLUSIVE

RANGE SOURCING TERRITORIES
Fresh Flowers Franchisees procure Two-kilometer radius
Artificial Flowers fresh flowers locally exclusivity
Flower Vases
Photo Frames

STRONG FRANCHISE PERFORMANCE MULTIPLE REVENUE

SUPPORT MONITORING STREAMS
Visual Surprise Visits E-Retail
Merchandising Customer Feedback Premium Stores
Initial Stock Specialized Retail B2B Selling
Training Programs Software Dedicated Call
Vendor Database Center
Sharing

LOW FRANCHISE AWARDS & FUTURE

TURNOVER RECOGNITION EXPANSION
Only 1% termination rate Motivating Excellence International Growth
Floriculture
Integration
 Q2. EXAMINE THE COMPETITIVE SCENARIO IN THIS SEGMENT.
DISCUSS MAJOR COMPETITORS AT PRESENT. IS THE NATURE OF
COMPETITION EXPECTED TO CHANGE IN FUTURE? IF YES, HOW?
Competitive Scenario-
The online flower delivery market in India is fragmented, aiming to differentiate themselves by offering unique
flower arrangements, personalized options, and convenient delivery services.
Some of the major competitors of FnP are-
1. IGP.com
2. Winni
3. Floraindia.com
4. Phoolwala.com
5. Bloomsvilla.com
6. Florista
6. Spring Blossoms
7. Floral Mall
Future Trend
The Indian floriculture market size reached INR 231.7 Billion in 2022, and is expected to reach INR 460.6 Billion by
2028, exhibiting a growth rate (CAGR) of 13.1% during 2023-2028.
With the change in government policies and efforts to promote floriculture- new competitors can enter the
market, and imports are likely to increase
With the adoption of the western culture of sending flowers for almost all occasions, the market for flowers is
growing
The competitive scenario might evolve with players like Big Basket, Country Delight, etc. entering the market. BB
has already launched a subscription model-based flower delivery system- helping them tap into the daily flower
requirements, especially used for religious purposes
FERNS & PETALS SHOULD EXTEND ITS FLOWER FRANCHISING
MODEL TO THE WEDDING BUSINESS
Why? Modifications required
Large and growing Identify and recruit qualified
market franchisees
Strong brand Train franchisees on wedding
reputation and flower decoration and
network of management
franchisees Provide franchisees with a wide
Deep range of flowers and wedding
understanding of décor items
flower industry Develop a robust logistics
and wedding system
market Launch a targeted marketing
campaign
THANK YOU!