Region's first-ever online retail site pioneered by Jashanmal & Sons with American Express

The two established, complementary brand names have teamed up to establish Hadaiya.com. The venture is described by the launch team as a pioneering retail site that ensures ease of purchase and delivery of an evolving collection of exclusive, designer-touched, novelty "must-have" collectable items (www.hadaiya.com).

According to Bharat Jashanmal, managing director of the new business, Hadiaya.com is more than just an online shopping directory. "Hadaiya.com is structured to plug a gap in the retail sector by bringing a range of difficult-to-find collectable products and services to the region. These products and services have been sourced specifically for Hadaiya.com."
Jashanmal, who is also managing partner of the region's longest established, multi-brand and multi-service retailer, also acknowledged the importance of 'the content is king' profile that has become the mainstay of the most successful cyber companies.

Accordingly, Hadaiya.com's product offering extends beyond 'touch and feel' items to a whole range of services - most continuing the upscale, exclusive novelty factor that will anchor the development of the Internet-based retailer.
Meanwhile, items presumed to be the 'online staples' such as books and DVDs have long been considered a web retail pull but again, Hadaiya.com's USP is 'vive la difference' thanks to interviews with authors and artists, as well as the latest reviews. These are set to make intelligent, often humorous reading in their own right.

According to Jashanmal, the site provides value-added content as each item has an interesting story behind it - so each product page will feature the people behind the product. "We've chosen this route because, let's face it, everybody likes a bit of exclusivity, or the discussion value of something with a tale to tell."

The site is divided into sections such as Toys for Boys and Glitz for Girls, Bookworm Stuff and Gifts for Guys. Some of the highlights include a travelling humidor and a sterling silver computer mouse,

There is also a section fittingly titled "stuff you don't need but really want" where executive gadgets include: a pen that lights up when a mobile rings, which is a novel 'alert indicator' when in meetings; a micro MP3 player; and an underwater scooter.

Trevor Stokes, president and CEO of American Express Middle East and North Africa, points out Hadaiya.com's success factors lies in its product offering, as well as the service guarantees that American Express Cardmembers have come to know and trust.
Stokes said: "This goes to show that inspired ideas and pioneering initiatives are not just the prerogative of the UK or the USA.

"Don't under-estimate the complexity of the work behind the site, including the technical development, platforms and compatibility.

"We have put the foundations and business practices of a bricks-and-mortar business, and given it flexibility by going online."

The online safety guarantees of the American Express secure site are further strengthened by the alliance with Jashanmal, as well as the presence of DHL Worldwide Express, the global leader in express and logistics services, as Hadaiya.com's logistics solution provider.

Jashanmal & Sons: "Move to online retail was inevitable"
Jashanmal explained that the move to online retail came as a response to growth in the industry, and the wide reach of shopping malls. "With the ever-improving network of roads around the region, as well as the increasing number of malls, everyone is within 30 minutes of a mall. Bricks and mortar retail has had to evolve significantly to capture - and retain - the consumers' attention."

Shopping has always been part of the culture, and Middle East residents enjoy the sensory experience of shopping, but Jashanmal believes that these 'window shoppers' will be as active when browsing online.

"Web users also enjoy the sensory - albeit different senses - of browsing and shopping online. If the Hadaiya.com products can't be found at a mall, consumers will be only too happy to explore the online option, and will, we believe, be surprised and delighted by the site, which is retail to a different level."

He stressed that Jashanmal & Sons had been looking to branch into online retail "for as long as the concept has been feasible and the market has been ready". With 20 months of work already chalked up into the creation of Hadaiya.com, he believes that the venture puts him at the head of the pack.
"We want to be at the forefront of new developments, not a 'me too'. But we know how long it takes to put an e-tail site into place to the level we have, so I am confident Hadaiya.com gives us the lead in the region."

American Express: "Online security guaranteed"
Hadaiya.com's back end technology is provided by American Express, which Stokes believes will be the key to its success. "Consumers must feel confident in the online security guarantees, and that is why the site is hosted on our servers - complete with these anti-fraud mechanisms," he said.
"In addition, the fact that Hadaiya.com is exclusively available to American Express Cardmembers means the users are already familiar with our online protection, which means they are protected against - and reimbursed - in case of fraudulent use."

As well as being protected from online fraud, customers have the additional insurance guarantee from Hadaiya.com's delivery channel DHL, and all jewellery is insured through Norwich Union.
DHL: "Previously, logistics have been the stumbling block"
Online retail in the Middle East has not truly taken off because of logistical challenges, said Jashanmal. However, with the appointment of DHL as the official express and logistics service provider for Hadayia.com, this will change.

Ali Sarrafzadeh, DHL Area Commercial Director, explained: "Delivery has traditionally been difficult in the region for a number of reasons, primarily due to the complex logistics process involved in collecting and transporting shipments from one country to the next.

"DHL's expertise in providing logistics solutions coupled with its extensive air and road network that covers the whole Middle East region, can assist Hadaiya.com by enabling for a fast and efficient business-to-customer delivery process."

Sarrafzadeh also went on to explain: "Our commitment to Hadaiya.com is evident through our transparent, competitive pricing structures.

"Hadaiya.com's customers will benefit from our simplified and competitive delivery charges: we have made an exclusive arrangement for the 17 countries that fall under the American Express Middle East and North Africa banner which applies to all shipments, whether they originate from the USA, UK or India."

Shipments will be priced according to the company's "all inclusive, door-to-door pricing with no minimum charge" policy for Hadaiya.com. In addition, the status of the delivery can be tracked online through Hadaiya.com and insured as per DHL's in-house guarantees.

Incidentally, DHL's simplified and competitive charges, allow for the delivery process of items such as books and DVDs that are available through Hadaiya.com to become more affordable than the global sites.