Date : 17-Oct-2018
“It’s all like a dream, I never expected that my thoughts on Transforming Lives would be so well appreciated by everyone.” Said Fenil Shah while interacting with media outside Hall No. 12 of Pragati Maidan New Delhi way back in 2012.
Fenil Shah popularly known as Fenil Bhai” is a simple man. Grown up in a small town Mahesana in North Gujarat, Came from humble beginnings with no silver spoon but worked his way to get to where he is today. He started his entrepreneurial journey by selling batteries door to door. He did odd jobs to complete his education.
Mr. Shah has seen his share of struggle during his decade-long career in the education industry. So when Multiple Intelligence was incepted in 2010, he was confident how it would be received.
“We were a product that became popular during the year 2012 when the education sector was changing focus towards holistic education and I think the timing had a lot to do with the franchise success,” Mr.Shah added.
“It took off immediately. I had never seen anything like it .It surprised me because in India not many people had heard about it but its concept of affordable, personal counseling service really resonated with buyers.”- Mrs. Shewta Kataria .When the brand started selling franchises in India in 2013, she was among the first to put her name forward. She now owns Multiple Intelligence Limited master franchise in Madhya Pradesh.
MIL did exceptionally well till 2013 until new competitors started pouring in. “That was really the challenging time, our competitors were giving services at half of our price, that’s when I realized that MIL needed a uniqueness” Remembers Mr. Shah.
His friend Pakshal Bhandari also Master franchise for Maharashtra suggested him to start developing a team of few best counselors in India. The suggestion went well with Fenil Bhai. He immediately started developing new counselors not only in India but abroad too. His enormous efforts paid well and helped the company to expand its branches not only in India but also internationally. He was mentoring and providing guidance to all the 45 franchises in India along with his army of counselors.
Global growth did not begin until 2013 when the brand entered Asian countries with its highly popular product called Resilience.
“As it began to catch on, we started launching more products under MIL umbrella and within those environments we had different levels of participation based on how much product a customer bought and how much time they devoted to selling MI products.
In a recent interaction with the stakeholders Mr. Shah said: “MIL has faced many hardships but Brand MIL has become stronger and relevant with time. MIL is continuing to position itself to meet tomorrow's challenges. Growth ambitions, innovative capacity and sustainable business are central focal points as it will strengthen MULTIPLE INTELLIGENCE LTD to deliver maximum productivity for their customers”.
As for consumers, they love it so much that MI brand is now in most of the major, high-traffic retail centres across India.
The total investment required to set up a franchise sits at Rs 1,50,000- Rs 2,50,000 per franchise
As a franchisee, Mrs. Kataria says she receives tremendous support from Multiple Intelligence Limited in all areas of the business: operational, merchandising, product development, performance metrics, and training.
“MIL is a true partner. They pay a lot of attention to what’s happening in the franchise location and are always looking for feedback on how to improve and keep moving forward. They are willing to roll up their sleeves to make sure the business is pointed in the right direction” she added.
Multiple Intelligence Limited winning marketing strategy
As a company, Multiple Intelligence Limited is extremely strong when it comes to establishing effective marketing strategies. MIL’s top executives, shares Multiple Intelligence Limited’s approach to marketing:
Who is your target market?
One of the Directors Mr. Praveen Surroch quotes “Selecting a target market should not have been a problem for MIL but we decided to focus on Youth as India presently have 65% of population below 35 yrs of age and those would be responsible to take Developing India to Developed India.”
Where do you focus your efforts, traditional media or social media or both?
Mr. Surroch says “Traditional media is effective but in the changing times MIL took way of social media to gain its visibility in the masses.”
How do you decide where to direct your efforts?
“MIL always tries to direct its efforts to empowering its partners, franchise holders, counselors and investors. If MIL is soul our partners are our body. We have to feed it appropriately in order to grow.” Says Director Mr. Rohit Agnihotri.