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| Sunday, 3 July 2005 |
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Business |
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News Business Features
Editorial
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Dwellings goes for middle income segment by Elmo Leonard Dwellings at Green Path, Colombo 3, is a unique shop, with a unique commercial philosophy. In business for six months, the shop has on display products which go with living and lifestyle.
We witnessed furniture, handlooms, sequeened handloom cushions and velvet cushions, ready-made curtains, fancy candles, camel skin covered lamps and other products made with camel skin, shower curtains and tea pots. But, we had not seen products so appealing to the eye in local shops. The range continued into wine glasses and spoons. There was a range of products made with elephant dung, note books, clocks and frames for photographs and a kids section. Director Naqeeb Hussain, was the master of ceremonies. "A fool can sell, but a fool cannot buy," was his philosophy. In simpler marketing terms, a sale is not complete if the customer is not satisfied after he/she has made the purchase. If the customer is satisfied, he/she will come back; tell others. Business will not grow. Hussain says that his shop is meant for the middle income segment. Hussain's shop is supplied with goods, straight from the manufacturer, he said. They buy cash, upfront and the manufacturer is told, to make his discount. This done, the product is sold below market price. "This is our service to the customer," Hussain says.
We saw on display 100 per cent cotton sheeting and towels. "Our retail price is lower than the price at which the same products are retailed in Pakistan," Hussain said. Hussain explained that they import direct from manufacturers in Pakistan. An American family, who came to live in Sri Lanka had brought along their household linen, with them. A relation already living in Sri Lanka had told them that household goods of the same quality and standard were available at Dwellings, at a fourth of the price they had paid to the supermarket in the United States. When an American family returned there, they took with them the household items purchased in the supermarket of that country. Goods purchased at top US supermarkets bearing their brand markings are taken back without question. And Hussain is counted the wiser and the cleverer salesman. A cookery demonstration was held recently at Dwellings. They also introduced to invitees, their gift and bridal registry which is
timely for the oncoming wedding season "or any other occasion." |
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Editorial | Security | Produced by Lake House |
