The Capital’s first premium ‘limousine’ hire service takes businessmen and partygoers around in customized style
Past life
Sahdev Goli 25, studied at Doon School, Dehradun, and Amity University, New Delhi,
going on to work as deputy manager of sales at Audi for two years and
sales manager at Mercedes for around nine months.
Eureka moment
“I was in the UK two years ago when I saw a limo passing by. I messaged my dad and said: This is what I want to do,” says Goil.
Initially, he was stymied by the problem of Indian roads.
“I didn’t know if a stretch car was legal or not. When I checked, I
realized Indian roads wouldn’t allow proper stretch limos; there was no
provision for them as far as the regulatory authorities were concerned.”
He then adapted his idea—“I found the next best option: modified
wagons.”
Genesis
Goil prepared a project report with the objective of
finding out if people were willing to pay and hire cars such as these in
India.
Sending questionnaires to companies he knew, he wrote to
everyone from old school friends to their fathers to get a thorough
sense of what his market was like.
His survey indicated that the National Capital Region (NCR) was ready.
“Disposable income was up, and people were interested,” Goil says.
Next, Goil combined his savings with some borrowed
capital from his father, a brass hardware manufacturer, and with the
addition of a bank loan, got to work. He bought three cars—two Tata vans
and a Toyota Innova—which were customized by two different professional
services.
Goil’s larger limos rework the chassis of the Tata vans,
which are used in the commercial market but, he says, do not appeal
visually on their own. “We made the limos look good inside and out,” he
says. “We redid the shockers, so your ride is smoother.” They also
improved the lighting, and used the single-frame glass that is common to
limos worldwide to make them look longer. “They’re one-and-a-half times
the size of an SUV, 19Kft long,” he says.
Presidential Wheels has three limos on hire: The less
impressive two-seater Innova is used for airport drop-offs, sightseeing
and out of Delhi trips; the “Corporate One” takes groups of up to five
businessmen on the move around for meetings; and the party mobile Funk
Wagon can accommodate up to eight for a night out. The Innova rents at Rs.4,000 for 8 hours and 80km (previously Rs.5,000) and the two larger cars can be hired for Rs.7,500 per 6 hours and 70km (previously Rs.9,000).
“Through discounted rates I hope to establish my presence
in the market,” Goil explains. His affluent clients, totalling around
140 now, haven’t complained about the rates, though.
Each car comes with a privacy partition, a 22-inch LED TV
with live broadcast, a DVD/MP3 player, surround sound system,
bar-cum-fridge (no alcohol), intercom and charging points for phone and
laptop. The ride includes a trained personal security officer, or PSO
(optional for the Innova), which is a valuable bonus for young girls who
sometimes rent his Funk Wagon for a safe night out, says Goil.
His staff includes two drivers, two PSOs and an
accountant, as well as about six college students who do freelance
advertising for the company.
Distinguished clients include British barrister Cherie
Blair, singer Adnan Sami and music band Bombay Vikings.
Reality check
The young businessman would like a bigger range of cars.
Also, it was difficult to deal with damages, so he is now careful about who the
cars go to, requesting IDs and address proof as well as a signed agreement that
makes the clients take responsibility for damages incurred.
Most of all, advertising is a hurdle; he can’t spend much on
publicity because of budget constraints.
Plan B
“I’m sticking to Plan A.”
Secret sauce
Being the only service of its kind in the NCR.
Source: http://www.livemint.com/Leisure/NbnkcOYsVl2gLk9Lqu4BnK/Living-la-vida-limo.html
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