Donut frenzy!

Mad over Donuts (MOD) has changed the way people relish donuts today. Competition doesn’t deter and to believe that it will always have the first mover advantage. Tarak Bhattacharya, COO, MOD divulges details of the business.

Neha Malhotra (NM): Can you brief us about Mad Over Donuts and its growth since inception?

 Tarak Bhattacharya (TB): Mad Over Donuts (MOD) is widely known for their 100 per cent eggless, fresh, delicious gourmet donuts and refreshing coffees. We’ve always focused on the ‘Love at First Bite!’ experience, which includes not just excellent product quality, but also the fun experience that one gets whenever they walk into a Mad Over Donuts’ store. We have been growing at a rate of 200 per cent and now have an annual turnover of $10 million.

NM: Where all have you established yourself in the past three years?

TB:  We’ve been winning hearts and accolades all over with a strong foothold in cities like New Delhi & NCR, Mumbai, Pune and Bengaluru. We now have 37 outlets.

NM: Who is your target group and what marketing initiatives have you undertaken to reach out to them?

TB:  Our target consumers are donut lovers across all age groups. Time and again we’ve strategised events and activities keeping in mind donut lovers across age groups comprising of young adults, youths, early executives and all others young at heart. Our core thought is to involve each and everyone with equal enthusiasm. This is an intentional step towards all offline and online promotions we do. With an exciting count of more than 350,000 fans on Facebook, we make sure the activities indulge and interest each one of our fans and followers.

NM: Any new launches from the MOD kitty?

TB: We are adding cup cakes and bubble tea to our current product portfolio. We are beginning test marketing in Mumbai and the national roll out will take place by 15th August. The coming six to eight weeks will see the launch of bubble tea as well. 

NM: Do you plan to go overseas? If yeas, which are you target locations?

TB: We’re eyeing at going international towards the end of this financial year. Being a Singaporean brand, our expansion will initially be focused towards South East Asia and Middle East before entering other regions.

NM: What are the company’s future plans?

TB: We’ve received encouraging response from our loyal guests in the past three years. Our guests have a strong connect with our passion of creating the Love at First Bite concept with our fresh, delicious, eggless gourmet donuts. Hence, we plan to expand our horizon and reach out to each donut lover with our current network of 37 stores to many more cities in India. We will be taking our store count up to 200 stores by 2014.