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Debdatta Das

Ties up with Dubai's Hot Brands

New Delhi , Dec. 16

The Dabur Foods Chief Executive Officer, Mr Amit Burman, is all set to foray into the hospitality sector through an exclusive tie-up with the Dubai-based quick service restaurant chain, Hot Brands International (HBI).

For the foray, a new entity Consumer Consortium Pvt Ltd has been formed.

As part of the tie up, six Hot Brands restaurants will be opened initially only in the Delhi NCR region by December 2007. "Our tie-up with Hot Brands International is to open six outlets of the three multi-cuisine restaurants, Shamiana (Indian), Santino (Italian) and Magic Wok (Chinese) they own," Mr Burman said. "We plan to invest around Rs 1.8 crore in the first year and depending upon the success in the NCR region, our tie-up with Hot Brands might increase to getting exclusive rights for the entire country," he added.

"We are very excited about the opportunities that India offers for quick service restaurants (QSR). Initially, our focus will be on introducing two of our most successful ethic dining concepts to Delhi and NCR. We have high expectations for the region, with strong potential for similar partnerships to drive expansion into other domestic areas of India in the future," said Mr Andrew Lester, Chief Operating Officer Franchises, HBI, which entered India in 2004 through two franchisees in Mumbai for its Shamiana and Santino QSR brands.

"Our vision is to be a world leader in the multi-brand, ethnic food restaurant industry, utilising the highest levels of corporate and franchise business practices. We are pleased to have partnered with Mr Amit Burman on this project," he added.

Under HBI's umbrella are also QSR brands such as Sugoi (Japanese) and Sala Thai besides its recent introduction of casual dining restaurant brands such as Da Shi Da (Chinese), Pane Caldo (Italian) and Haru (Japanese).

Currently, HBI has over 40 international outlets and plans to open 175 outlets across 53 locations by 2008-end.

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