Evok: Value for Style

  • Abhishek Behl
  • India
  • Dec 02, 2011

To be the first choice of customers aspiring for ‘Value for Style’ home interiors, Evok Mega Home store is looking to expand its retail offerings across the country. Evok, a subsidiary of Hindware, was set up in 2008 to cater to the aspirations of the young and upwardly mobile crowd in the urban centres, informs Yashpal Manik, Head, Sales and Marketing Department—at his Park Centra office in Gurgaon.

Evok sells a host of home interior products and services, ranging from home furniture, furnishings, bath products, modular kitchens, floorings, decorative lighting, home décor and lifestyle products.

The company aims to create an amazing experience for the customer, and for that purpose a ‘Design to Build’ concept has been launched, says Manik. “As you walk into the store, you meet our designer, and explain to him your idea—that is later converted into reality by us”, he says. The stores also have ready made rooms, where the customers can have a realistic experience of the products on display.

Evok currently is the largest interior retail chain in North India, says Manik; adding that the company operates 12 retail stores and 2 super specialty stores. The company has also added stores in Bangalore and Pune, and it plans to offer its products across the country.

Manik says the major challenge for the company is the rising real estate cost, as well as hiring of trained manpower. “Most of the people in the industry are not trained sales persons, and people have learned on the job”, he says. Evok puts special emphasis on training people, and ensuring that they stay for the long run, he adds.

Gurgaon, he says, has been a great experience for the company, as one its stores on MG Road has been very successful. “Lifestyle ethos of the young crowd in Gurgaon matches with the ethos of Evok, and now we are looking to set up another store in New Gurgaon”, he says.

Promising to be exotic, Evok will always provide personalised home interior planning and design services to the niche customers, who want ‘Value for Style’, says the sales head. The future, he says, is bright; and by 2014 the company is looking to set up 50 stores across the country. 


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