The Hindu Business Line : VLCC opens health food chain

The retail arm of VLCC Group of Companies, VLCC Retail, has launched its low calorie, health food restaurant chain, Alive. The company plans to invest around Rs 15-20 crore over the next two years in the restaurant chain. "We are planning to open four to five Alive outlets by the end of this fiscal. Our focus this year will be to expand only in the NCR region," said Ms Chanda Chaudhary, Chief Operating Officer, VLCC Retail. The company plans to open Alive outlets in Tier-A cities such as Bangalore and Mumbai next year. Alive's USP is to serve food that relates to the health platform, such as low sugar, low calorie and fat free items in Indian, continental and Italian cuisine. Apart from the larger retail format of 700-1,500 sq ft restaurants, the company also plans to make available the health food eatery chain in kiosk formats called Alive Stations. These would be set up in shopping malls and movie theatres.

Alive restaurants will also have `Body Composition Analysers', which will help customers to choose exactly the amount of nutrients their body needs with the help of a nutritionist.

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