Business Daily from THE HINDU group of publications
Wednesday, Apr 18, 2007
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Business Daily from THE HINDU group of publications Wednesday, Apr 18, 2007 ePaper |
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Marketing
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Overseas Investments Pulse Foods bullish on overseas foray Debdatta Das
New Delhi April 17 Pulse Foods India Pvt Ltd, the greenfield hospitality venture of the Rs 1,000-crore Poddar Heritage Group, is all set to focus on its overseas foray by opening 46 outlets in the UK, the US and West Asia. "This year we have consciously decided to shift our focus to expansion in the overseas market. In fact, right from the beginning, we wanted ourselves to be positioned as the numero uno Indian cuisine outlet in the world. "Currently, we have one successfully running outlet in London, and we plan to replicate the model across other chosen destinations overseas with an investment of Rs 30 crore," said Mr Neeraj Jain, Chief Executive Officer (CEO), Pulse Foods India Pvt Ltd.
Franchisee owned
While all the overseas outlets will be franchisee owned, the company plans to open one company-owned outlet in the US to test the waters in that market. "After six months of operations in London, and having earned revenues of around £25,000 (Rs 20.79 lakh) from that single outlet, and having put our supply chain into place, we are confident of expanding to other continents now," he added. Over 70 per cent of the company's requirements are supplied from India. Mr Jain cites cost efficiency as one of the primary reasons for it.
Regional taste
Pulse Foods that serves alcoholic beverages such as an assortment of wines and beers amongst others at its London outlet said that keeping in mind the eating habits of the people in the UK and the US, it would continue to offer the beverages at its dine-in formats overseas. Mr Jain, however, said, "Though people like to drink alcohol with their food in those countries, it is the food that is the actual crowd puller. In fact, beverages accounts for only 10-15 per cent of the overall sales." The company is also gung-ho about innovating and modifying its menu depending on specific demands of specific countries. "Innovation is the essence of success. We are always sensitive to regional demands," said Mr Jain. While Pulse Foods clocked a turnover of Rs 6 crore in 2006-07, it hopes to achieve revenues worth Rs 14 crore in 2007-08.
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