Going ahead with its expansion plan, Nirula’s has recently opened outlets in Mumbai, Indore and Mussoorie.
"We would soon open more outlets in Mumbai, Bangalore, Jalandhar and Pathankot," said Samir Kuckreja, CEO and MD of Nirula’s.
The QSR chain currently operates 75 outlets in 16 cities and the company plans to take the count to 200 outlets by March 2011. "The 125 new outlets will include 80 metro express format at Delhi Metro (stations) and 20 company-owned ice-cream kiosks. These formats will significantly improve our footprint and enable us to penetrate the Delhi, NCR market through increased customer touch-points," he added.
The company plans to have both metro express format, covering an area of 50-60 sq ft, as well as ice-cream kiosks/parlours, spreading between 75-200 sq ft area on an average.
Franchising is the next big ticket item for Nirula’s. "Currently, we have a number of franchisees to whom we provide training, product and marketing support in setting up and successfully running their restaurants. We’ve recently opened outlets in Indore, Mussoorie and at the Mumbai domestic airport. We are in discussions with potential franchise partners to open more outlets in Mumbai, Bangalore and Jalandhar and also looking at other opportunities including transit locations such as railway stations and inter-city bus stands, corporate parks/buildings and educational institutions," said Kuckreja.
For the entire expansion plan, the company would need Rs 15 crore, which would be raised through internal accruals, equity infusion and debt. The company has significantly increased the investment budget for its marketing plan, this year. "Each new unit has a marketing budget for which a plan is made on the basis of local unit requirements," Kuckreja added.
— Juhi Sharma