Business India ×
  Magazine:
Advertising

Published on: Jan. 28, 2023, 1:55 p.m.
How Group Bayport made custom-made products affordable
  • Shah: flexible supply chain model

By Lancelot Joseph. Executive Editor, Business India

An increase in online retail sales is a paradigm shift that is largely attributed to the global pandemic. However, the e-commerce boom is projected to sustain prolonged expansion, while also enduring formative changes in consumer behaviour and expectations. Personalisation and the demand for a more engaged product creation process to provide insights into individual experience have been among the rising themes over the past 10 years. Custom-made products are soaring in popularity, with the global print-on-demand software expected to grow at a CAGR of 31.5 per cent by 2029. 

The optimisation of operations, though, has been a roadblock to the growth of the sector. One of the businesses that have been able to offer personalisation through mass production is Group Bayport, launched by Nishant Shah as a one-man start-up in 2010. The company operates three big segments – signages & displays, custom covers & tarps and home decor & apparels.

Shah expounds how he was able to establish the production in India, while bootstrapped from an initial investment of $2,000 in the US to a company that is close to Rs800 crore in revenues annually. In 2007, he was operating a car wash business in a mall in the US when he hit on an idea to set up a company.

“I would occasionally travel to India to see my family and, since interactive banner ads were the main form of advertising in the early 2000s, I would use my brother’s website design service to design the banners and then have them printed from a local shop in India for far less cost than I would have otherwise paid in the US,” says Shah, who created a website, where users can easily design exactly what they want and then have that delivered quickly and cost-effectively.

Expansion strategy

“Using a sustainable and flexible supply chain model, Group Bayport set out to satisfy this demand”, adds Shah, who believes that effective planning was a key factor in the exponential growth of his endeavour, within a relatively short period of 10 years. 

The company essentially followed a two-stage expansion strategy, with the first step concentrating on defining its market and understanding their niche, vertically integrating the operations and establishing a supply network between India and the US – while the second stage involved scaling the operations and positioning the company globally. 

Identifying what the customer base wants, needs and desires helps to maintain high sales and grow the clientele. “Because of my own experience and conversations with numerous users, we concluded that the majority of them believe customised products to be more expensive and taking longer time to be delivered than their standardised, one-size-fits-all alternatives bought online. We came to understand that mass-produced goods are configured on high-volume production that do not support modifications, they rely on using unskilled labour for simple tasks, effectively sacrificing flexibility for low manufacturing costs per unit”.

  • The company has more than 10,000 products and more than 1 million customers in six countries

Between 2011 and 2015, Group Bayport, which makes its goods in India for export around the globe, concentrated heavily on enhancing the design of its supply chain network, cutting waste, utilising technology, shifting the focus of their supplier relationships from cost to flexibility and improving information connectivity with partners to shorten the time to market. The end result was the development of a seamless platform with technology that enables its users to easily generate their own designs and meet delivery requirements in 3-4 business days.

Most of their competitors that operate similar websites employ numerous vendors dispersed across various locations for their manufacturing needs, which raises their costs and efforts because they must now oversee multiple separate supply chains. On the contrary, the company’s 2,50,000 sq ft plant in Gujarat is where all of its production is now centralised. Everything being in-house, including marketing, production and customer service, provided a solid platform for Group Bayport’s quick expansion. 

The company has more than 10,000 products and more than 1 million customers in six countries. Shah intends to further diversify and geographic reach by demonstrating how its custom signs and displays can be utilised to make unique and versatile experiences that break through the noise of online echo chambers at high returns and moderate costs.

Corporate Report

How IRM Energy fuels growth, naturally

IRM Energy moves ahead with a clear vision towards transitioning to an energy-oriented company

Cover Feature

Air India 3.0: New wings

Irrespective of whether the final number is 470 or 840, Air India’s massive plane order is the best indication of its confident moves to reclaim its preeminent position in Indian skies

Special Report

How prepared are we to face El Nino

India gears up to tackle the heat wave and El Nino concerns which could spoil the rural party

Corporate Report

CapitaLand expands horizons

Singapore’s CapitaLand is looking to significantly enlarge its portfolio in India

E-MAGAZINE
Air India 3.0-new wings
One step forward two steps backward
Budget 2023
FROM THIS ISSUE

Corporate Report

Technology

Government

Government

Business Notes

Business Notes

Agriculture

The introduction of black pepper as an inter-crop in the sopari and coconut orchards, has enabled farmers to cultivate crops simultaneously

Skill Development

In 2020-21, the programme reached over 112,482 girls in urban and rural locations across six states in India, including 10,000 across Delhi

Collaboration

The event brought together stakeholders and changemakers to participate in a series of conversations on global trends and recent developments

Healthcare

The programme will focus on educating children on oral health and building awareness around the dangers of tobacco use

Airports

Airports set green deadline

Published on March 24, 2023, 12:01 p.m.

Currently Mumbai, Cochin and 25 other airports are using 100 per cent Green Energy

Government and Policy

TN plans to make RE share 50 per cent by 2030

Published on March 24, 2023, 11:44 a.m.

Tamil Nadu is banking high on renewable and green energy

Renewable Energy

Global green investment to triple by 2030: EC

Published on March 24, 2023, 11:22 a.m.

The bloc has also set a goal for carbon capture of 50 million tonnes by 2030

E-vehicles

Ola to raise $300m for expansion

Published on March 24, 2023, 11:03 a.m.

The fundraising would be managed by investment bank Goldman Sachs