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Food and Beverage 2013-06-07

Creamy taste of success

Creamy taste of success

Gelato Vinto comes from “Gelato” which is a generic word for ice-cream in Italian. Gelato Vinto stands out for its consistent quality and reasonable price. Sharing his vision with Ekta Verma, Vijay Arora, Managing Director, Gelato Vinto India, talks about this enticing journey.

Brief us on the origin and concept of Gelato Vinto.

I have been a frequent traveller to Italy, that’s why I know everything about gelato pretty well. Being a gourmand, food continued to remain close to my heart and this passion resulted in setting up this entrepreneurial venture that has launched a brand of gelato. I also participated in focused gelato fairs in Italy and took gelato making courses at the Gelato University in Bologna, Italy. Food and gourmet remains a passion for me and the ingenuity that goes behind gelato made it a natural choice for me to launch this venture.

How suitable is the brand for the Indian market?

We are an India based firm and recognise the significance of serving quality product to our clientele. Punched with protein, calcium, carbohydrates, minerals, vitamin A, and almost all the B group vitamins, gelato takes pride in providing healthy frozen food to its customers keeping the nutritious value intact.

How many locations are you targeting for franchising in India?

Currently, we have 45 plus outlets. We have recently started exploring the southern market, starting with Chennai and Pondicherry.

What is the area and capital needed to partner with the brand, as a franchisee?

We have three different models- a kiosk (50-60 sq. ft.), a standalone (120 sq. ft.) and a flagship store (250 sq. ft. plus). The most common is our kiosk setup with an investment of about Rs 5-6 lakh. The investment can go up to Rs 8 lakh in case you want to have an Italian set of machines. The investment for a standalone will be about Rs 10 – 12 lakh and for a flagship store Rs18-20 lakh.

What are the credentials required for a franchisee to partner with your brand?

Our model is very easy to manage. We don’t entail many prerequisites from the franchisee. Yes, we are more stringent over the location factor.

What kind training and support do you provide for your franchisees?

We always do BTL activities at outlets like inaugural discount schemes, tasting competitions, etc. Also, we have a professionally managed Facebook page and tie-ups with online agencies as a support to our franchisees.

Could you tell us about the break-even period for the franchise?

On an average, the break-even period is about 18- 20 months, though we have cases where the franchisee had a break-even of 7-8 months

How do you propose to compete with other brands operating in your business space in India?

I strongly believe, if you don’t compromise on quality, you always build up a loyal clientele. There are a few entrants into this industry but we are definitely succeeding because of our wide presence and the USP of being healthy and fat-free. We also have a huge expansion plan for the southern market, specifically Chennai and Bangalore.

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