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Sravanthi Challapalli

Chennai , Sept. 26

BreadTalk, a Singapore-based chain of boutique bakeries, has set up shop in India with its first outlet at Inorbit Mall, Mumbai.

The Hyderabad-based Crustum Products Pvt Ltd, a wholly owned subsidiary of Viceroy Hotels Ltd, is the franchisee for BreadTalk in India. Speaking to Business Line, Mr P. Chakradhar Reddy, Managing Director, BreadTalk India, said his company had invested $1 million in the franchise.

Forty outlets, each at a cost of Rs 70 lakh, will be opened in the next three years. Five of these will be opened in Mumbai in the next five months. The outlets will be set up at malls and other high-traffic locations, Mr Reddy said.

BreadTalk is present in nine countries in Asia with 100 outlets. Its business success and signature open-kitchen design have won several awards, including the number 1 rank in the Enterprise 50 Start Up Awards organised by Accenture. It has also been given the Superbrand status by SuperBrands Council 2002-03.

In India, BreadTalk will retail around 200 varieties of breads, pastries and desserts. The price of cakes may range from Rs 50-85 per piece and bread, depending on the variety, from Rs 30-80 per loaf, Mr Reddy said, adding that this would be lesser than five-star rates and higher than local bakery prices.

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