Business Daily from THE HINDU group of publications
Thursday, Jun 21, 2007
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Business Daily from THE HINDU group of publications Thursday, Jun 21, 2007 ePaper |
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Marketing
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Strategy Nilgiri's plans mass market and premium bakery chains Anjali Prayag
"We're going to aggressively market Masala Bread and plan to have about 30-40 outlets across the South."
Bangalore June 20 South India-based retail and dairy major Nilgiri's is strengthening its presence with two new bakery formats: Masala Bread, a mass market bakery chain and Blue Oven offering premium range of breads and patisserie. "We're going to aggressively market Masala Bread and plan to have about 30-40 outlets in the next one year across South India," said Mr N.C. Venugopal, Managing Director, The Nilgiri Dairy Farm Pvt Ltd. Masala Bread offers about 400 SKUs (stock keeping units), including packaged and open products and would essentially target customers of `local bakeries,' according to Mr Prabhu Ramachandran, Director, The Nilgiri Dairy Farm. Three Masala Bread outlets have been launched in Bangalore and in a couple of locations in Tamil Nadu.
Premium foods segment
Blue Oven would be promoted in a phased manner (about five-six outlets this year), as the premium foods segment is still a growing market in the country, Mr Ramachandran said. Both the chains would source products from company-owned local bakeries. Nilgiri's is also promoting a chilled foods section in its retail outlets. Called the Nilgiri's Chef's Range, the product category has Indian, Chinese and Continental recipes. Nilgiri's, a 100-year-old company with interests in dairy, bakery and retail areas, has over 1,000 private labels, which Mr Venugopal said would be its core strength in the highly competitive retail market. In October last year, private equity firm Actis invested about Rs 300 crore in the company after buying out about 65 per cent of the stake. About Rs 60 crore have so far been invested in the new businesses, Mr Venugopal said. Currently, Nilgiri's has close to 50 retail outlets in the supermarket format across South India and the plan is to take this number to 500 in the next five years.
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