JSM Corp, which is bringing American frozen yogurt brand Pinkberry to India later this year, is banking on experiential elements to give it an edge over the competition here. The competition includes Cocoberry, Kiwi Kiss, Red Mango and Amul. Mr Jay Singh, Co-Founder, JSM Corp, claims not just the taste, but designer interiors and its being full-service will distinguish it from the others. A premium product, it will be housed in malls and the high street, but “it's certainly not a food court brand”, he says.
The first outlet is likely to be launched in Mumbai before the year-end. Mr Singh would not reveal further business plans. Outlet size will range from 400-1,500 sq. ft. JSM Corp has brought other brands such as Hard Rock Café, California Pizza Kitchen, Trader Vic's and Mai Tai to India. For Pinkberry, founded in 2005 in West Hollywood, India is the 18th country it's entering. It has over 175 stores worldwide. In the US, it had earlier been criticised for various claims about health benefits. One of them was that the product as it was made then did not qualify to be called frozen yogurt in terms of bacterial culture count per ounce.
sra@thehindu.co.in