Being a decade old brand in India, EDC had a base of Indian residents in Dubai as their clients in the past few years. As per that business model, Chareka was looking at establishing brands that were successful in India into international markets.
They have created wedding invites for Bollywood celebrities like Aishwarya and Abhishek Bachchan, Lara and Mahesh Bhupati, Ritiesh and Genelia Deshmukh to name a few. They have under their hat wedding invites created for royalties from Dubai, Abu Dhabi, Sharjah, Oman, Qatar and Bahrain, as well as high profile families and businesses internationally.
“Given the mileage that EDC had as a successful product, the niche in Dubai for this business and the lack of creativity in this segment amongst all ethnic groups, the time was to establish this business in the region,” Chareka retraces her footsteps.
That the wedding invitation sets the tone of the wedding is an established fact for her. She understands, “As it is the first visible element that guests receive, it gives you a glimpse of the kind of wedding to expect. Clients expect creativity, quality and good service from EDC for their big day.”
Understanding, comprehending and then presenting before the client in reality what was once just a speck of their imagination, can be daunting. “When a client takes an appointment with us to discuss their cards, the experience starts from then. Our first meeting is focused on understanding the family, the bride/groom’s choices, their style and brainstorming the tone they want for their wedding.
“This is the stage at which we do the conceptualization. Once we have agreed on the concept we then work very closely with our in-house designers to come up with design options. With the client’s design option decided, we then spend some time in fine tuning it before we go into print. The overall process from concept to final production takes around 2 weeks (if we are lucky not to have a fussy bride),” explains Chareka who chose to leave the corporate life to become an international franchiser for the luxury Indian brand.
She narrates that she had experience in the field of advertising for over 15 years, specializing in business and media strategy. She worked very closely with the creative departments and clients, which was similar to the work culture at EDC. However, she acknowledges that it is team work today that helps the company create the final product.
The partners of EDC, Kapil and Sandy Khurana are the founders of the brand. Their experience and vision is what creates the brand. “We have a specialized design team, highly qualified client servicing team and a state of the art production unit that contributes to attending the client needs,” Chareka tells. Nonetheless, she acknowledges, it is the joint background of every team member that creates the memorable experience for the client.
Creating awareness and generating interest for a new brand in the Subcontinent and the Arab market is a challenge Chareka very sportingly takes up. She believes in the brand EDC is. “The creativity and quality of our product speaks volumes,” she says with pride. She puts it simply, “Our main source of awareness is still word of mouth.”
Besides the regular challenges of setting up business in the UAE, there have been no major challenges for EDC. “However, for people who were not aware of our brand the only challenge we did face was justifying our price point since we are a luxury brand and convincing them that our product was not just a card but a piece of art,” she admits.
Nonetheless with their focus on creativity, quality, customization, customer service and client satisfaction, has helped them establish as a luxury brand. And the most logical growth graph for the company is to expand into other international markets, as well as, expand their services beyond invitations to luxury packaging and gifting.