In conversation with Restaurant India, Kunal Pabrai, Partner at Pabraiâ€™s Fresh & Naturelle Ice cream talks about the natural flavours which they are creating in India.
Pabrai’s Fresh & Naturelle Ice cream was started in 2008 by Kunal Pabrai and Nishant Pabrai. The Pabrai family have been in the ice cream business for last 30 years and Anuvrat Pabrai, the father of Kunal and Nishant is the Mentor and advisor of the company. Pabrai’s main focus is to make best quality 100 per cent natural ice creams and aiming to deliver unparalleled experience to our customers across India and then the world. Seven years later in 2015 we have 25 stores across 10 cities and a healthy client list of over 85 hotels 250 restaurants and over 70 caterers.
What are the ranges of ice-creams you present in your menu?
We have broadly divided our offerings into the following categories- fresh fruit flavours, Indian flavours, Spice flavours, Sugar free flavours, Exotic flavours, Regular flavours with a difference. In terms of pricing we have ice creams scoops starting from Rs 39 to Rs 129. In 500 ml take away containers prices range between Rs 220 to Rs 350 with few super premium flavours priced at Rs 470.
Who do you see as your competition in the market?
Quite frankly, at present, we don’t see any one particular brand as a competitor. What we are creating and offering in natural flavours is unprecedented in India. We are our only competitor. Our range of natural ice creams is presently the largest in India and our strength is the strong line-up of Indian flavours. But there are brands like Haagen Daaz, Movenpick and few Indian brands which do have fairly strong brand presence in upper segment.
What qualities you refer to in a franchisee partner?
The franchisee should be able to run the business independently, good in accounts and finance related functions, able to follow written and verbal instructions properly, tech savvy enough to run our POS cum inventory software and also communicate via mail, comfortable in using Excel and Word.
How many franchise models do you have?
For franchisees, we have basically two formats – a standalone store model and a kiosk model. We also have a unique concept of Franchise Plus model wherein the first franchisee in a city gets to become exclusive logistical partner for supplies to HORECA clients and subsequent franchisees.
How do you do the marketing of your product?
We strongly believe in word of mouth publicity. Along with that, we use Zomato, Just Dial, fliers, food bloggers and social media to connect with consumers. As the core driver of our marketing is word of mouth publicity, our customers are loyal and act as our brand ambassadors by talking about and praising our brand to friends, relatives and others. This cycle keeps growing geometrically and has been the reason for our growth and our strong connection with our customers.
Where do you see yourself today in terms of revenue?
Although we are growing at 40-50 per cent per annum compounded annually, we have barely scratched the surface. The journey has just begun and we hope to keep growing year on year.
What is your expansion plans?
The major plans is to start the biggest strategic initiative COCO (Company owned- Company operated outlets). We hope to be able to enter new cities using our ability to run COCO outlets. Also, we are looking to commission our new production facility within next year, investing in upgrading our backend storage, logistics and delivery vehicles to keep pace with growth in volume. Human resources are being augmented by bringing in more people to man the growth and increase in revenues. We hope to open at least two outlets per month in coming year and hopefully double our store count to 50 by next year end. Introduction of newer product lines and flavours are in the pipeline. Upgrading in QC and testing facility in line with our promise to deliver highest quality product.