India Opening the Doors Maurice Purdy, Director, Purform May

Manufacture world-class mannequins and body forms, since 1938 Mission is to improve apparel retail sales by enhancing the customers’ perceived product value through using our mannequins We supply globally - Purform: What We Do

To share how we entered the market To share barriers and how we overcame To share the next step forward Contents

We needed to be more price competitive with end product Looked at manufacturing alternatives, including China and India Went to India and met CEO of potential partner OK Play India Ltd then went to Trade fair in Germany which he attended as our guest for 4 days We moved fast… Spent 2 weeks with and in the company, looking at operation, getting to know them very well, especially the MD, Mr Handa Or so we thought… How We Entered the Market

Transparency – being clear on what we both wanted Distance – being there in person Communication – problem solving, reporting Quality – Training Management and Factory Staff, Bridging the Gaps, Meetings. Understanding their Class Structure. Barriers

Lessons Learned: How We Overcame Barriers Transparency  Insistence on honesty  Walking the walk, living our promise  If we said we would do something, we would do that  We have improved things over time through persistence Distance  Only choice is to be there  doesn’t really work other than to record results of meetings or phone calls  Telephone calls are second best to being there Communication  Spelling everything out in black and white  “Do you understand that what we mean is X, Y and Z?” – then sending in writing to corroborate  Getting agreements in writing, using lawyers, Indian lawyers  Growing the key personal relationship Quality  Different understandings on what actually constitutes quality had to be overcome  We needed to be there to train  We needed to make sure quality audit was in place and done  We had to fix hiccups and do whatever needed to be done  We never relaxed standards

Lessons Learned: What’s We’d Do Differently Take more time to research the market Don’t take first partner you meet, no matter how impressive looking Use international dispute arbitration – insist on Dubai or Singapore Talk to NZTE, INZBC etc before you move into gear Get a good lawyer in India check out agreements, as well as NZ lawyer Be more strategic, planned and disciplined in our approach Be prepared for the long haul - to quote ‘The Exotic Marigold Hotel’ “It will all work out right in the end; if it hasn’t worked out well yet, it’s not the end yet!”

Contact Phone: Fax: Showroom: 665D Great South Rd, Penrose, Auckland, New Zealand Postal address: PO Box , Penrose, Auckland 1642