The Hindu Business Line : Dixy chicken soon for <I>desi</I> palates

BRITISH fast food company Dixy Chicken has firmed up plans to set up shop in the country. The company has earmarked Rs 20 crore investment over two years in setting up 50 outlets across India, beginning with two in Delhi and Mumbai within the next six months.

Ask Managing Director Mr Abid Mahmood what gives him confidence that his chain - which offers chicken-based products much like Kentucky Fried Chicken (KFC) - will succeed in India where KFC faced hurdles, and he says with a smile "we have learnt from mistakes made by competitors".

Treading carefully after the heat faced by its American predecessor, Dixy Chicken has decided to study in detail all objections raised by environmentalists and animal rights activists against KFC's entry into India, so that their concerns are taken care of.

"We will try and address the concerns that people in India may have on how we slaughter chicken. For example, in Britain, the `halal' method of slaughter has worked well because it involves no cruelty to chicken and this system could well be used in India," Mr Mahmood said. The chain would lay down specifications about product quality, procurement and procedures to ensure uniformity across various parts of the country, he added.

Dixy Chicken is eyeing India one year after it successfully forayed into Pakistan, where it has already set up six stores and plans to take this number up to 30 over the next two years. In India, the chain will use the master franchisee route to set up its first two stores in Delhi and Mumbai before expanding further. The company will forge a 51:49 joint venture with the master franchisee for taking forward its expansion plans in the country.

Mr Mahmood said the chain would cater to the Indian palate by offering products spiced according to local preferences. Indian outlets of Dixy Chicken will also have a segregated vegetarian section.

At present, Dixy has over 110 outlets in the UK, one in Paris and six in Asia. By the end of 2006, Dixy plans to increase its presence to approximately 190 outlets in the UK, 50 in Europe, 20 in West Asia and 60 in Asia.