Business Daily from THE HINDU group of publications
Wednesday, May 07, 2008
ePaper | Mobile/PDA Version | Audio
Business Daily from THE HINDU group of publications Wednesday, May 07, 2008 ePaper | Mobile/PDA Version | Audio |
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Marketing
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Strategy Nirula’s plans to take foods chain national
Most of the investment would be in launching new stores, refurbishing old ones, installing IT systems and upgrading its factory at Noida. Divya Trivedi Mumbai, May 6 The Delhi-based food chain, Nirula’s, is in the growth mode and plans to invest Rs 150-200 crore over the next three years to expand nationally. The diversified food company, with a presence in North India, plans to set up 150 outlets under its various formats across the country. It has tied up with South Asian Hospitality which will be its regional partner for its foray into Rajasthan (Lucknow and Jaipur) this month-end. It has also tied up with an entrepreneur in Gujarat for a franchise and plans to launch in the State by October. The company plans to set up shop on its own in Mumbai.This would be followed by launches in Bangalore, Hyderabad and Chennai. Most of the investment would be in launching new stores, refurbishing old ones, installing IT systems and upgrading its factory at Noida, said Mr Samir Kuckreja, CEO & MD, Nirula’s. The company has also been receiving enquiries from the Indian community overseas and is toying with the idea of taking the homegrown brand abroad. “We have not finalised our plans but are evaluating a foray abroad. Countries such as Nepal, Bangladesh, Sri Lanka and parts of the UAE, Oman and Saudi Arabia are places that we can look at, but only after one year,” he said. The company operates various formats of stores such as shop-in-shops in malls, high streets, ice-cream kiosks, airports, three-star hotels and restaurants. But the most profitable are the express formats with maximum revenue per sq ft, he said. The company’s transit store at the Delhi airports is doing well, and it plans to set up transition stores at railway stations and inter-State bus stands. “We will offer low-price combos along with our regular fare, but otherwise we are quite affordable,” he said. The company might reopen its Chinese restaurant at Connaught Place, New Delhi, he added. The company, which has a couple of three-star hotels, is open to the management of hotels but does not think it would be viable to own them, he said. The company has invested Rs 30 crore in the last one-and-a-half years and had a year-on-year growth of 40 per cent during financial year 2007-08. It is targeting a similar growth rate in 2008-09. More Stories on : Strategy | Foods & Food Processing
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