This time, we have an entirely different startup with us, which is not into technology! We have an artificial grass developing company, FieldTurf on our charts. Mr. Rupesh Tikku, national sales manager for FieldTurf India is here with us to answer a few questions. Rupesh has an extensive experience in launching new products and brands. Rupesh describes how did FieldTurf expand its wings in 4 years of operation across various countries around the globe and not just India. FieldTurfIndia was one of the top 30 companies listed in TATA NEN Hottest Startups this year.
Field Turf India team.
Following is an excerpt of our talks;
Can you brief us about Field Turf and the history of artificial grasses it has fabricated?
FieldTurf started its operations in 1989 in the US. Artificial grass earlier was short pile and very abrasive. The idea behind the invention of FieldTurf was that the fibres/grass should replicate all the bio-mechanical properties of natural grass and should be very soft. Their first field was in 1992 and since then the company has installed over 3,000 soccer fields across 50 countries and over 20,000 landscaping sites. All the products are recommended by various sports bodies like FIFA, UEFA, IAAF, IHF, PFA, FIBA, NFL, NBA etc. FieldTurf is known for its quality products and have over 2000 fields which are over 6 years old and 50 which are over 10 years old. Its products have been used in Athens Olympics 2004, 4th CISM World Military Games 2007 in Hyderabad, The Superbowl 2006 & 2008, FIFA U-20 Men’s World Cup 2007 and FIFA U-20 Women’s World Cup 2008.
Tell us about your employees. How do you recruit them? Who are they?
We have in Hyderabad our headquarters with 12 people. They have excellent team spirit and come from across different industries. We recruit people who we feel can take the concept of FieldTurf forward.
Since SPML represents FieldTurf in India, tell us about the inception of the Idea to bring Field Turf-Tarkett Sports in India.
The idea was to introduce a unique product that did not exist in India. Additionally, we wanted to make sure it has not just aesthetic, but also utility value to the client, provide quality improvement in lifestyle and sports and also be environment-friendly.
It is unquestionable to doubt the quality or the scope of Field Turf anywhere. Tell us about your growth graph in India.
As with most startups, we started very small. As the concept was new, we took the initiative to launch, sell and install in each of the cities we targeted in sequence, before tying up with a local distributor. Following that same process, we now have over 14 distributors covering India and Sri Lanka and have completed 1,000 installations. In the recent past we also introduced non-grass sports surfaces also (indoor sports floors, synthetic athletic tracks, tennis courts etc).
“A startup has no legacy and heritage to lose.” I read it in an article. Can you brief us about the production cost of the artificial grass and any losses you’ve faced so far?
We are the importers and not the manufacturers and in our 4 years of operations, except for our first partial year, we have had no losses.
Are there any circumstances under which the artificial grass may begrime or contaminate?
FieldTurf is non-allergic and non-toxic making it perfect for even toddlers to play on it. The other features FieldTurf offers are UV treatment against fading, Porous, Melting point 150 º C, Fire retardant. FieldTurf also is member of US Green Building Council. FieldTurf is virtually indestructible lasting 15-25 years in a landscaping scenario outdoors and 15 years in a stadium environment. FieldTurf comes with a warranty of 5-8 years.
Which are your biggest clients in India so far? Tell us about the grand deals and the places you’ve put up so far.
We have over 1,000 installations now across 81 cities in India and the SAARC region. Our clients include the who’s who of the corporate world like Reliance Industries (Mukesh Ambani`s office); Infosys; Microsoft; Coca Cola; Vodafone; AP CM`s official office and residence; Hero Honda; TCS; ITC; Tanishq; BSNL; VSNL; GMR; Voltas; NSE and many more.
Our biggest deals till date have been a Soccer Field for Chowgule College, Margaon, Goa where 88,000sft of state of art artificial grass from FieldTurf has been installed and it’s the only artificial field in the entire SAARC region. The field now is 3 years old.
Our biggest landscaping project has been for Infosys, Bhubaneswar where at a 40 º inclination 48,000sft has been installed. It’s a one of a kind installation in the entire history of FieldTurf Tarkett.
We have also installed Le Monde at the Obstacle Course for the 4th CISM World Military Games in Hyderabad in 2007, where 120 countries participated.
Can you brief us about your Revenue model. How good has it proved to be by now?
Our revenue model has been the distribution system, and they are assigned a territory as a state and they develop the state with local marketing activities like exhibitions, articles, sub-distributors etc. The model has grown over 100% till date.
Can you explain the geographical expansion of Field turf in India?
Our first distributor was in Bangalore in Jan-2005 and since then we are now 14. As FieldTurf is a concept the territories given were in states. The profile we looked at was people from building material industry background, as the product is promoted with the same process (architects and builders). With the concept spreading in metros the sub-distribution network started taking shape with over 20 sub-distributors now in major metros. This distribution is of course supported by marketing strategies which have been re-active and pro-active.
Where do you see this startup in two years? How do you plan to achieve this mile? How big a role does India’s business environment plays in assisting you to reach this target?
From the 1,000 sites in India now, we should be closer to 4,000 in 2 years. Equally important, from the one football field, we should comfortably install close to 5 in the next 2 years. For the non-grass sports surfaces, where we have recently begun, we should cross over 300 sites. It will be achieved through penetration of market as the awareness increases for the product and with more focus in the sports arena. With a growing economy, sports culture setting in and increasing high net worth individuals and upper-middle class with high disposable incomes this will help us achieve our objective.
What are your learning experiences with Field Turf?
- The emphasis on presentation is a must.
- Focus on top-class professionalism in every aspect of our work.
- Excellent team spirit is needed.
What was the most memorable day for you at Field Turf?
Handing over the Chowgule Field in Dec-2005 as this was the first of its kind in the SAARC countries.
What’s the biggest surprise you’ve had in the business recently?
The very wide acceptance of our product by the who’s who in India – not only the top corporate like Infosys, Hero Honda, NSE, Coca Cola etc., but also by high profile individuals like Mr. Mukesh Ambani, Mr. Jaidev Modi, Mr. Sunil Mittal, Mr. Chiranjeevi, Mr. Suneil Shetty etc. This gives us tremendous joy and motivates us even more.
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