Evolving Multi-Brand CV Business

Adoption of omni-channel, multi-brand assisted sales taking company ahead

- Rajesh Rajgor

Bafna Motors of the Bafna Group, one of the key dealers for Tata Motors, who sold 11,400 vehicles last fiscal (of which approximately 6,000 came from Mumbai alone), is aiming to cross the 15,000-unit level by the end of fiscal 2020. Given an omni-channel set-up that integrates the different methods of buying available to consumers (e.g., online, in a physical shop, or by phone), the overall professional set-up of the dealership and a strong support of the group’s value-chain divisions like ABCN Manufacturing, Bafna X, Bafna Maxx and ABCN Logistics, the company may well exceed the target.

In an exclusive tete-a-tete, Mr. Arjun Bafna, CMD, Bafna Motors, discloses: “With our 5 mother dealerships and 120 outlets in Maharashtra, we are confident of clocking sales of 15,000 vehicles in fiscal 2020. At the same time, I see our value-chain business integrating deeply with the commercial vehicle industry to propel us into the next phase of growth.”

Mr. Bafna’s confidence stems from the well-integrated IT system that he has been able to weave in since 2014-15 as well as through understanding demand of the market that made the value-chain division complement the dealership.

For starters, the six-decade old dealership has a robust software program designed in-house. Known as MyBafna the software undertakes not only post-sales analysis but also pre-sales analysis. Know Your Customer (KYC) details are uploaded in the Central Processing Unit (CPU) and segregated once the enquiry is received by the dealership as well as through call centers.