Enjoy snowy ride of profits
Pioneer in snow based leisure and amusement activities in India Snowmax is seeking to grow its domestic as well as overseas footprints. In an interview, K Srinivas Gupta, CEO, Snowmax shares brand’s expansion plans in the Middle East.
Namita Bhagat (NB): Tell us what ‘Snowmax’ is all about?
Srinivas Gupta (SG): Snowmax is a pioneer in snow based leisure and amusement activities. The company is in business of setting up stand alone Snow Domes or Snow based family entertainment centres in Malls, Snow Discotheques or Snow Pubs or any other Indoor Snow based recreation/amusement/leisure facility. We offer new recreation concept based on various snow based thrills that challenge you physically as well as mentally, leaving you invigorated and excited by different fun filled rides and demonstrations. We offer a mixture of snow with go-karting with snow mobiles, merry-go-rounds on snow, toboggans, sledges, snow play areas, snow balling, igloos, snow models, skiing, snow hockey and lots more. Project is setting up a family oriented snow FEC, an amusement centre with various exotic rides and games set in real snow. We have also created a design for a unique snow play centre to entertain whole family for 365 days. The aim is to introduce unlimited snow fun to whole family, especially in places where snow is an exotic or nowadays unusual commodity.
NB: What is the USP of the concept?
SG: We aim to introduce unlimited snow fun to whole family, especially in places where snow is an exotic or nowadays unusual commodity. Our latest snow generators produce snow indoors at any time of year including hot summers, providing opportunities for promotional events and turnovers outside the facility. Snow produced is real, and contains only water and no chemicals are added. The snow produced is hygienic and can be eaten. The concept is unique and the facility is family oriented and caters to all age groups. Rides can be varied, exotic and unexpected as possible.
NB: When did the company came into being?
SG: Snowmax was established in 2005. Expertise of the company is based on vast experience gained from past experience (more than 15 years) in amusement industry. Snowmax have consortium of national and international partners and suppliers from winter, amusement, hospitality and leisure industry ensuring optional solutions and offer extensive service throughout all the phases of the project.
NB: How many own and/or franchise locations do you have at present?
SG: ‘Abhirami’s Snow World’ at Abhirami Megamall, Chennai was established in 2005 by Snowmax, and is running excellently. At present one franchised snow FEC is under implementation at ‘Image One Fun N Food Village’ in Vizag. Also, we are in talks with couple of other potential franchisees.
NB: The company is planning to enter the Middle East market? What kind of franchisees is the company seeking overseas?
SG: The franchisees do not require any previous experience, but they should be enterprising and have zeal to win. We will be investing 25 per cent to 40 per cent in the JV, provide all drawings, set up FEC, recruit and train the personnel and run the Snow FEC on day to day basis. Franchise can use the brand ‘Snowmax’. Franchisee can provide investment, suitable land or covered area, or space in a mall, get all the required permissions help set up the Snow FEC supported by us.
NB: What locations are you targeting in the Middle East?
SG: We are seeking franchisees in all Capital cities and major tourist attractions in the Middle East. The ideal location for the centre can be; malls, any commercial centre or any place in the heart of the City/Town is ideal or any location where the tourist frequent or near famous pilgrim centers. The Snowmax Snow FEC can setup in any mall or as a standalone snow dome. The project cost may vary with location, and specifications, theme, interior and ride options.
NB: Currently Snowmax is seeking franchise partners via JV model. Would you opt for pure franchise model for expansion in the future?
SG: We enter into the JV agreement with our franchisees because the concept of Snowmax is very unique and a lot of technical and operational expertise is needed to run the project. We would like to affirm our presence in the new markets. Also, if we are satisfied that the prospective franchisee has competence to run the centres all by himself, then the pure franchise route can be explored as well.
NB: How well do you think the concept will be received in the Middle East market?
SG: Amusement industry is growing at very fast pace. Our project is unique and catches the fancy of the people very easily. Middle East like India has a hot climate and this can be run 365 days and will attract crowds very easily. Feel of playing in snow itself is very exotic and as the play time is only half hour and does not require any skills, will attract even most casual visitors in mall. The project is very lucrative and ROI are quick!
