Business Daily from THE HINDU group of publications
Saturday, May 19, 2007
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Business Daily from THE HINDU group of publications Saturday, May 19, 2007 ePaper |
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Marketing
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Retailing Nirula's scaling up presence through retail chains Debdatta Das
Aiming big The company plans to open 150 stores nationally in the next three years. It also proposes to open its franchisee outlets soon.
New Delhi May 18 It's good news for all Nirula's preserves and processed foods enthusiasts. With the restaurant chain going in for a major makeover, loyalists will now be able to purchase their favourite Nirula's jams, jellies, dips and sauces from their neighbourhood supermarket and hypermarkets. "We are looking at institutional sales of our consumer products such as the entire range of preservatives and processed foods that the company makes, as a very serious and lucrative part of our business plans. In fact, we have already started selling the entire range of the products through Big Apple and Reliance Fresh outlets in Delhi," said Ms Sudipta Sen Gupta, Senior Vice-President, Marketing and Sales, Nirula's.
Separate Team
"We are in fact talking to all national hypermarket and supermarket chains in the country to start retailing our products through their outlets," she added. Earlier, all Nirula's processed foods and preservative products were available only at the company's restaurants or its bakeries. "Though we will retail through the national chains, neighbourhood grocery stores are still out of question, since we will not be positioning ourselves as the regular FMCG manufacturers and marketers. In fact, we have a separate team looking at these operations under our entity Nirula & Co," said Mr Samir Kuckreja, CEO and Managing Director, Nirula's.
Two entities
The company functions under two entities, Nirulas Corner House Private Ltd that looks after the restaurant business and Nirula & Co that manufactures all the processed foods and preservatives, ice-creams and the bakery products. On promoting its processed foods and preservative brands, Mr Kuckreja said, "We will be doing a whole lot of in-store and point-of-purchase promotions and activities, since right now attracting consumers who are already inside the stores will be more important. We plan to scale up our advertisements to the usage of other medias for campaigns and promotions as we start scaling up our presence through the retail chains across the country."
Institutional sales
The company also plans to start institutional sales of its Dairy King brand of ice-creams in a big way. "For this we will go through our distributors who will in turn supply to the hotels and caterers," said Ms Sen Gupta. On the restaurant business, the company aims to open a total of 150 stores nationally in the next three years with an investment of around Rs 100 crore.
Revamped outlet
On marketing its restaurant brands and formats, the company ideally spends 3 per cent of its total turnover. Nirula's has also opened its first revamped Potpourri outlet. The company also, as a part of its revamp plans, changed the logos of its Potpourri, ice- cream and bakery format, while sticking to the original logo for the company as a whole. It also plans to open its franchisee outlets soon, for which it is already in talks with several parties.
More Stories on : Retailing | Foods & Food Processing
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