Face to Face with ABRA Visual Merchandising & Store Designs CEO – Karuthedath Govindan the Man behind Dubai’s Luxurious Store Designs

Abra VMSD was launched in 1992 by the sheer determination of the founder and an incredibly hardworking team dedicated to quality assurance.

I had the pleasure of working with Abra VMSD 5years ago when I started my Events company in the region and since then have been regular suppliers for my Fashion Shows and their Home Décor line was showcased in my Art Exhibit as well. Their specialty however, lies in Store Design and Visual Merchandising, they have been the team behind some of the most visually stunning mall displays and window displays. In this Blog, I wanted to offer stories of inspiration and this interview with Mr. Karuthedath Govindan offers that and more. Before following my calling as an Entrepreneur, I worked in media operations, which included booking campaigns on TV and Press for TMI(Tihama Al Mona a JWT affiliate which JWT bought over later)

ABRA VMSD – Establishing the Business  – I thrived on the knowledge I had first had which was in Advertising and that’s when I started ABRA (Initially Zebra) it was an advertising & production agency which specialized in screen printing- doing customized watch dials and full color process screen printing. It did not specifically cater to VM & SD, rather VM & SD at that time was still in its infancy and unheard of in this market. With a dedicated team and a vision to grow we started exploring and venturing in to VM & SD – we have now transformed to one of the most sought after Visual Merchandising & Store Production companies in this region.

We started like most passionate entrepreneurs do, it was in a two room apartment that we operated from, with an office room for myself and the others used for printing. We were 4 –5 people in the first year, and I was extremely hands on, I used to do sales, deliveries, purchasing, sometime even helping in printing.

Currently we are 150+ personnel, its been an incredible 20 years and we are proud of the growth we have enjoyed.

Guiding Force behind the Success of ABRA VMSD  – My family has been one of my biggest support, I think with every successful businessman, there is a woman, my wife who has throughout my journey encouraged and supported me and when she was expecting our second child, I wanted to ensure that my family gets a quality life.

One Word that descrbes ABRA VMSD – Quality, Quality & Quality – Something which I always put emphasis on from the beginning was to do anything we do, with Quality. This aspect I believe has stood us well on the long term. ABRA is synonymous with quality.

Dubai the City of Dreams & Opportunites – Being, in this vibrant city of Dubai, which is the epicenter of all the marketing activity in the region, has surely been an advantage. Most of the Marketing Offices of multinationals & luxury brands that we aim to work with are based here, which is an impetus for growth.

Growth in ABRA VMSD – There is a buzz these days in ABRA.  Its not often the son taking over the mantle of the company that father started. Moving to IMPZ, though with its financial implications has been the right thing and my son Anand has been heralding the change admirably ably supported by his mentor Gireesh who has always offered valuable advice and guidance to the young businessman but even the other employees have warmed up to Anand and embraced his vision for change.

I always thought some day we will have 100+ employees. Today we have far exceeded it and I believe there is still room to grow, its always worthwhile to work with a team that is equally benefiting from the companies success and growth. However, I have to state that my most enjoyable experience till date is when my son joined Abra at a very critical stage, and bringing about the change to be what Abra is now. Couldn’t ask for more.

The biggest achievement in line with the current vision of the management would be to become No.1 in the UAE in the chosen field of work, a place where reputed clients will willingly bring their work with the confidence that their projects will be looked after. Ideally, would love to see Abra as a company that clients want to work with and employees want to work for.

Advice For the Young Entepreneur – My advise to the young entrepreneur will be to have absolute focus on what you do, have a clear vision as to what you want to achieve,  do what ever you do with honesty and dignity. Your people are your strength – when you motivate yourself , motivate your staff too.


Tel +9714 4494064 I Fax +9714 4494063 I P B 485017 IMPZ Dubai

Web: http://www.abravmsd.com

FB: https://www.facebook.com/pages/ABRA-VMSD

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