The Hindu Business Line : Nirula's plans to build pan-India brand

Within days of being acquired by a Malaysian private equity firm, North India-based-Nirula's is already charting out a game plan to "aggressively" grow its business. For starters, the company is eyeing the southern and northern markets to spread its presence.

Mr Samir Kuckreja, Managing Director of the Nirula's group of companies, said, "We have planned a rough investment of Rs 100 crore over the next few years and are looking to add another 100-150 outlets to build a pan-India brand."

He further said that the company would focus on three prime areas. "Broadly speaking, we would be investing on capital renovation, systems and advertisement and promotional activities," he said. Mr Kuckreja plans to "refresh the business" and enhance its back-end supply chain.

He said that the company would outsource its food products to Sky Gourmet, an airline catering company, in which the Malaysian firm Navis Capital Partners holds a majority stake. "It will all be under the same umbrella," he said. Mr Kuckreja is also planning to spice up Nirula's pizza and burger menu. "In recent times we have lost market share in the western food category, more so in pizza's and burgers, which we want to revive," he said.

Tie-up with IOC

Meanwhile, as a part of its expansion plan, the company is also testing other formats for its restaurants. The fast food chain has tied up with Indian Oil Corporation to open its outlets in IOC's petrol pumps. It is also planning to extensively roll out its ice-cream kiosks around the country alongside expanding its dine-in format. Nirula's was recently acquired by Mr Kuckreja and Navis. Although Mr Kuckreja declined to disclose the deal amount, he said that the acquisition was in the range of $20-30 million.