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Mar, 26 2019

TURNING ICE-CREAM INTO AN EXPERIENCE!

While elaborating on why it is an opportune time to enter the ice-cream market, Mohit Khattar, CEO, Graviss Foods, highlights recent changes in Baskin Robbins’ go-to-market (GTM) strategy and the best practices in franchising

TURNING ICE-CREAM INTO AN EXPERIENCE!

Could you elaborate on the latest trends in the ice-cream market and why it’s the best time for investors to get into this sector?

What is your GTM strategy in India?

Over the last few years, we have moved in two specific directions – we have expanded our footprint into over 200 cities and are available at more touch points across multiple channels. In addition, we have improved our relevance for more customers by making our products more accessible with affordable price points. Further, we follow a four-pronged strategy to reach consumers. We have over 750 exclusive parlours in 200+ cities. Our parlours indulge customers by offering full range of ice-creams, ice-cream shakes, ice-cream cakes, brownies, waffles and chocolates. In addition, our assortment of ice-creams and cake slices are available in over 5,000 retail outlets that include leading retail stores, chemists and convenience stores across 30 towns. Moreover, we have recently tapped a new channel with multiplexes, amusement parks and airlines, referred to as alternate channel. Further, on the B2B front, we are the leading suppliers of premium ice-creams to hotel chains, restaurants and catering units for functions and banqueting.

What are the best practices you follow in franchising?

A franchisee in India joins an over 7,000-strong international network. From the time a franchisee signs on, our business development team helps identify and whet suitable properties for business. The projects team develops the layout and helps source relevant equipment and interior support. Further, the operations team trains the franchisee and their staff in terms of processes, documentation and procedures. The audit team audits parlours at a predefined frequency to ensure that all parlours offer the best experience to customers and stay within prescribed norms. Therefore, a franchisee that joins us can be sure that he is joining a brand that understands the business and can support franchisees going forward. It is not a shot in the dark.

What are your expansion plans?

We have plans to open more parlours in Tier I and II cities. In the metro cities, we will increase our density of parlours to cater to unrepresented areas. We are also exploring larger stores to offer a superior dessert and cafe experience to consumers.

FRANCHISE FACTS

INCEPTION: 1993 IN INDIA

FRANCHISING SINCE: 1993

TOTAL OUTLETS: 2 (OWNED), 775 (FRANCHISED)

INVESTMENT: RS 15-20 LAKHS

AREA: 300-400 SQ. FEET

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