It is only in India that customers ask for warm doughnuts. Based on this feedback, Mad Over Donuts serves warm doughnuts to its Indian clientele, the company said.

Besides tweaking its menu, the company is also experimenting with its formats. Buoyed by the success of its kiosks, the Singapore-based chain said it would widen its portfolio by entering the café segment by year-end.

The company started operations in 2008. It has 38 stores and will add another 40 by the end of the fiscal. The Mirah Group, the owners of restaurant chains Rajdhani and Falafels and Himesh Foods own the brand in India.

Mr Tarak Bhattacharya, Chief Operating Officer, Mad Over Donuts, said, “We have been witnessing robust growth since we started operations here. Our stores are totally company owned and operated.” He declined to give any revenue numbers or investment details about the company’s expansion plans.

For its Indian consumers, the company has doughnuts in both sweet and savoury category, as well as eggless ones priced at Rs 40 and Rs 50 a piece.

Asked if raw material prices were pinching, Mr Bhattacharya said all proprietary products were imported from Singapore and the company only baked and sold them. He said the company has no plans to set up a manufacturing unit in India. The quick service restaurants (QSR) business in India is estimated at Rs 5,000 crore with an estimated growth of 40 per cent annually.

Earlier this week, Jubilant FoodWorks, the master franchise for Dunkin Donuts, said it has plans to open 100 outlets in India in the next five years. Starbucks Coffee Company is also in the process of launching 50 stores.

>Bindu.menon@thehindu.co.in

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