Hotline: 1800 102 2007
Search Business Opportunities
franchise 2015-12-15

Franchising has been the recipe for success at Baskin Robbins- Sanjay Coutinho

Baskin Robbins entered India in 1993 through a joint venture with The Graviss Group. And today, it has turned Baskin Robbins into India’s most loved Ice Cream Brand. Talking to RI, Sanjay Coutinho, CEO, Graviss Foods speaks about franchisee network.

Franchising has been the recipe for success at Baskin Robbins- Sanjay Coutinho

Tell us the success story of Baskin Robbins?

Over the last 70 years, Baskin Robbins has been the place for delicious fun treats. Whatever be the occasion, Baskin Robbins has always made the occasion memorable. Baskin Robbins has been a pioneer in the flavour story and has introduced over 1200 flavours globally. The “31” in the Baskin Robbins logo signifies the 31 flavours–a new flavour for each day of the month.

A key factor contributing to the success of the brand is the franchisee network. Baskin Robbins has over 600 parlours in India spread across 145 plus towns. Other factors contributing to the success of the brand are all our partners (logistics, raw material, advertising etc) and a fantastic and committed team.

What new product range you are offering this season?

We have expanded our product offering and are now offering “impulse products”. These are on-the-go sticks, cones and pre-pack sundaes available at retail stores in select cities currently. This range will be taken nationally over the next few months. Besides the mentioned products, we are developing a lot of new product lines that the country has not been exposed yet.

Who do you see your competitors in the market?

Competition to Baskin Robbins is only at a product format level. Over the years, Baskin Robbins has developed a niche of its own and we have our own followers who swear by the Baskin Robbins taste and variety.

What according to you is the top selling product? What is the revenue generated out of it?

We are a brand selling fun and are the world’s largest ice cream parlour brand. Our top selling products are our chocolate flavours as well as the ribbon infused flavours.

What is your marketing strategy that makes people re-visits your outlet?

Our marketing focuses on our consumers and ensures that they come back to us many times every month. Our friendly staffs at the stores, the ambience and product line ensures this. Our “flavour of the month” (a global marketing program) is the longest running marketing program.

Which section of market you love to focus?

Baskin Robbins focuses on Metro and Tier 1 towns nationally.

What is your expansion plan? How much is franchising helping in global expansion?

Baskin Robbins operates on the franchising model globally. We believe that this has been our recipe for success and has created many entrepreneurs. We are 100 per cent franchised, with each owner holding a stake in the business' success, while product development and merchandising are handled at Baskin Robbins headquarters. This hands-on, small business approach allows franchisees the ability to create a strong presence in local communities all over the world.

What opportunities you are seeking from the franchisee?

We seek committed individuals who will operate the business to spread “Happyness”. They must have a passion for customer service and be willing to serve our guests impeccably.

Related opportunities
  • Competitive Exam Coaching Institute
    About Us: CAD DESK is a leading training network of India..
    Locations looking for expansion Delhi
    Establishment year 2007
    Franchising Launch Date 2007
    Investment size Rs. 10lac - 20lac
    Space required 700
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater New delhi Delhi
  • Manufacturing & Ancillary
    About: Starkenn represent the world’s largest bicycle manufacturer and brand GIANT,..
    Locations looking for expansion Maharashtra
    Establishment year 1977
    Franchising Launch Date 2017
    Investment size Rs. 30lac - 50lac
    Space required 500
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Mumbai Maharashtra
  • Ethnic Stores
    About Us: Zingbi Lifestyle Pvt. Ltd operates within the dynamic fashion..
    Locations looking for expansion Tamil nadu
    Establishment year 2016
    Franchising Launch Date 2018
    Investment size Rs. 5lac - 10lac
    Space required 00
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Chennai Tamil nadu
  • About Us:    Maple Lawn International offers franchisees under the brand Maple..
    Locations looking for expansion Andhra pradesh
    Establishment year 1950
    Franchising Launch Date 2018
    Investment size Rs. 30lac - 50lac
    Space required 2400
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Shaikpet Andhra pradesh
Insta-Subscribe to
The Franchising World
For hassle free instant subscription, just give your number and email id and our customer care agent will get in touch with you
OR Click here to Subscribe Online
Daily Updates
Submit your email address to receive the latest updates on news & host of opportunities
More Stories

Free Advice - Ask Our Experts