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Dunkin Donuts and Krispy Kreme may be the new kids on the block but existing players such as Singapore-based Donut Baker and Mad Over Donuts (MoD) are cooking up spicy plans to woo consumers, both on menu and pricing fronts.
Doughnut, a popular snack among kids and youngsters in the US, is the new found love of the Indian consumer after Italian pastas and Chinese noodles. However, the sweet treat has undergone a slight change in the country as brands are reworking the menu to suit the Indian palate.
Mad Over Donuts has introduced a variety of exotic savoury donuts with veggies and special toppings right from cheddar cheese to basil to nacho cheese, olive and salsa sauce.
Donut Baker entered India in 2007 with one store in Bangalore. It plans to open 100 stores in the next 2-3 years across cities such as Kolkata, Chennai and Hyderabad. At present, it has 15 stores in Bangalore. MoD has about 40 stores and plans to double the count by this fiscal. Dunkin Donuts is also targeting 80-100 stores in five years.
Joseph Cherian, CEO of Global Franchise Architects, which has the license for Donut Baker and Pizza Corner in India, seems to be in a hurry. He plans to launch 2-3 different flavours every week. At present, Donut Baker offers 22 different varieties of doughnuts starting at Rs 30. Premium ones would be priced at Rs 75.
“Doughnut is not seen as just a coffee time snack and is not limited to kids today. Different flavours are connecting with many Indian consumers. The entry of new players will also help the market grow further,” Cherian added.
Industry experts, however, feel that players should not tamper with the doughnut’s original flavour.
“The market is still very niche and remains a big city product. The new spicy flavours can work as an alternative to our idlis and medu vadas . However, doughnut has become a global product and as the world has become a level playing field for all, the taste and flavour should be maintained,” said Harish Bijoor of Bijoor Consults.
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