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VLCC Alive to enter East India

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The Rs.300-crore VLCC group plans to set up its ‘Alive’ chain of diet-restaurants in Kolkata this financial year. Launched in August ‘06 with two units in Gurgaon, Alive outlets run under three formats – restaurants (2,000 sq.ft), stations (350 sq.ft) and kiosks (100–150 sq.ft). The company is also looking to set up a central kitchen that will supply the daily food items for the station and kiosk formats. “Investment on a restaurant is at around Rs.50 lakh; for the stations and the kiosks the investment figure may vary depending on various factors,” Rathin Mathur, VP-Retail, VLCC said.

For their office formats, VLCC is looking at areas that are the hubs of major corporate activity — such as Sector V in Salt Lake. Restaurants will be located on popular high streets and upcoming malls in the city.
VLCC hopes to achieve a turnover of Rs.1,000 crore by 2010 and expects its eatery business to contribute close to seven per cent of overall revenues in the next three years. Eight to 10 Alive outlets are to open by the end of this year; the count is expected to go up to 20 by the end of next year.

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