Kesar’s restaurant has introduced the concept of roasted sweets in the Indian market. Talking to Restaurant India, Amandeep Sehgal shares the going trend in the sweet buinsess emphasising on his expansion plans.
You claim that your sweets are different from the local players like Bikaner and Haldiram’s. What all have you incorporated in doing the same?
For the very first time, we are introducing Arabic sweets, Turkish delights in the Indian market. Apart from the traditional sweets, none of the players have imported sweets in their menu. We have introduced all imported sweets which has a shelf life of four months and more including the new roasted sweets.
Do you use any modern technology in preparing these sweets?
No, all the sweets are imported from countries like Dubai, Turkey and various other parts of UAE. However, roasted sweets is manufactured at our local factory.
What is the pricing strategy for these sweets compared to the traditional sweets?
The prices are kept very reasonable. One can get these sweets at a price lesser than 1 kg of a traditional laddu. One kg of these exported sweets is priced at Rs 360.
You are presently operating in Pitampura, Moti Nagar and Rajouri Garden. What are your plans in terms for expanding to other parts of Delhi-NCR?
We are coming up with two new outlets in Kamla Nagar and Green Park by mid January next year. We are also planning to enter the NCR market by opening our outlet at Sector 29, Gurgaon.
How is your marketing strategy different from your competitors in the market?
We are not following the same steps as they do. We are introducing a very new trend in the Indian market and that is our unique strategy to place the brand. We extract sugar directly from the stevia plant at our factory for the sugar free sweets.
What is the emerging trend in the sweets segment?
The trend is going beyond traditional sweets like laddu and Chhena. Today, it is about experimenting. Hence, we have introduced roasted sweets, patakha sweets and have also introduced few imported sweets in our menu.
What are the types of cuisine that you serve at your restaurant?
We serve everything from Chinese to Italian to Indian and Continental.
Who do you think as your competitor in the market?
As of now, nobody seems to be competing with us. But soon we will see Bikaner and Haldiram’s introducing imported sweets in their menu.
Apart from expanding in the Delhi-NCR region, what is your plan for going pan India?
We are expanding to cities like Ludhiana and Chandigarh with 50-50 franchisee partnership.