Business India ×

Published on: Oct. 7, 2023, 8:30 p.m.
Ample’s innovative journey
  • Ample stores offer products along with strong after-sales services which emphasize customer satisfaction

By S M Boothem with Akshaya M

Identifying and partnering with the top global brands and providing services to give customer satisfaction is the business model for Ample, a dealer for Apple and other premium products in Indian markets. Offering the right products to the right people with the right approach to winning customers is a success mantra for Ample in its long journey of over 25 years.

Starting with just five employees in 1996, the company has experienced significant growth and now stands firm with 1,100 people across the country. Ample celebrated its 25th anniversary in 2021, boasting a trusted customer base and is looking forward to a continued, successful journey. 

Talking about the strategic vision behind bringing their iconic brands to life, including both Apple and non-Apple products, Rajesh Narang, Founder and CEO, Ample says, 

“We started as serving Enterprise businesses, supporting and supplying them with technology. In 2004, Ample ventured into retail with the country’s first Apple resale store at Forum Mall, Bengaluru, marking the inception of IT retail in India. Apple has been Ample’s partner since day one, and as of 2023, they have expanded to 28 cities nationwide. Our journey thus far has been remarkable, and we are poised for further growth, given the positive state of the economy”.

Ample operates in two main markets: enterprise and retail. In the enterprise space, they serve large companies, offering a wide range of technology solutions, from non-Apple devices for clients like Wells Fargo and providing Apple devices for all SAP India employees. Their enterprise business relies heavily on building strong customer relationships. On the retail side, they learnt the ‘art of retailing’. 

Their stores are experiential and focus on serving the needs of their customers to the best of their ability. This helps the brand become less relevant and creates trust and loyalty towards the stores. The stores offer products along with strong after-sales services which emphasize customer satisfaction. Owing to their organisation culture, they were able to successfully win the bid for retailing Bose in India, in spite of tough competition from top players. They are also finalising another global brand to join the Ample portfolio soon.

When Apple enters the market directly with offline and online stores, it contributes to the market’s growth. Consumers have various preferences – some buy from Apple stores, while others prefer the in-person experience of physical stores.  In most markets, online purchases typically account for about 10 per cent, leaving 90 per cent of consumers who still prefer physical stores. To reach out to more customers with their products, Ample has expanded operations and opened stores in places such as Coorg, Belgaum, Kollam, and Alleppey.

 Success mantra

Ample selects brands like ASICs or Under Armour that are leaders in their categories and have a long-term demand for their products. “Our business model focuses on serving customers experientially. We don’t simply distribute products; we add value through our service and expertise. The partnership needs to be of a certain scale to achieve growth. Our stores offer an experiential format that ensures consistent customer treatment across all locations, regardless of the products we provide. We prioritise customer needs, aiming to create a benchmark for customer service. India maintains high service standards, which align with our philosophy of taking care of customers. This foundation sets us apart from competitors,” explains Narang on their success.

  • Narang: serving customers experientially

Ample has come a long way since its inception in 1996 – with a small investment and a team of five members (two founders and three employees) – to serve B2B customers.  “Over the last 25 years, we reinvested every rupee earned, back into the company. Our fiscal discipline allowed us to keep growing, and we currently have over 1,100 employees. We believe our internal accruals will support our growth in the next 5 years,” says Narang.

 Narang is confident that the brands and retail space offer huge opportunities and has plans lined up for future growth. “Our aspiration is to become a billion-dollar organisation by March 2028. Our focus extends beyond numbers; we aim to positively impact all stakeholders, including team members, partners, society, investors, and customers. We approach growth in stages, breaking our journey into blocks of 10 years. By 2028, we’ll achieve Ample 3.0 and continue evolving to serve our ecosystem for generations to come”, concludes a confident Narang. 

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