Fingerlix offers home delivery facility in Powai and Andheri East: Shree Bharambe
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Fingerlix offers home delivery facility in Powai and Andheri East: Shree Bharambe

Founded in October 2015, Fingerlix is the brainchild of a dedicated team of experienced professionals Shripad Nadkarni, Shrikrishna Bharambe, Varun Khanna and Abhijit Berde. Launched in the market in May 2016, Fingerlix serves freshly cooked and chilled food prepared in a state-of-the-art hygienic kitchen.

What was the idea behind launching Fingerlix?

During our consulting work with some of the leading food companies in India, we realised that the consumers are seeking fresh, preservative-free solutions to ease cooking. Most ready-to-cook solutions are either laden with preservatives or are highly processed. We decided to address the needed gap with Fingerlix.

Give us a glimpse of your journey so far?

We launched Fingerlix in the month of May 2016 in Mumbai. Our presence is restricted to a number of retail outlets. The idea was to put the proposition and the business model to test. We are very excited with the response that we received from consumers as well as retail partners. We are now embarking on expansion within the city. We are also drawing out plans for expanding to other cities.

What is the USP of your brand?

Fingerlix is a fresh, ready-to-cook food solution brand targeting today's progressive homemakers. Fingerlix enables them to prepare a meal within minutes and ensure that their families are served only the fresh food prepared with authentic ingredients. It allows them to customise the dish as per family's taste and is also the perfect solution for all those who stay away from home.

 

Fingerlix serves a range of delectable products to tantalise their taste buds. From fresh-ready-to-cook batters to parathas’, curries and dals, Fingerlix ensures that all ingredients are fresh and authentic and the food that one finally consumes is at par with home cooked food.

 

Who is your target group?

 

Our primary target audience are homemakers (working as well as non-working) residing in the metros. These are young people who are stretched for time and are seeking smart solutions to manage their multiple responsibilities.

What are the sources of your products and what is you distribution blueprint?

All products are developed in-house. Chef Abhijit, who is part of the founding team, brings with him top tier talent in the area of recipe development and setting up industrial scale kitchens.

What is the average footfall?

Fingerlix is affordably priced between Rs.60 to Rs.150. All products are serving a family of 3 to 4, very economical for regular use.

How do you deal with logistics challenges in e-commerce?

Our e-commerce channel at present covers small geography. We have experimented with various models and have realized that at current scale, making our own deliveries makes more sense. Our products are chilled to preserve freshness. We carry the products in insulated carriers to maintain the temperature. Most of the food delivery eco-system is geared to deliver hot food.

What are your expansion plans? Are you planning to open physical stores to penetrate deeper in the market?

We are available for consumers through two channels that are retail outlets and our own app and also call centre. In retail we have tied with all leading retail brands like Hypercity, Food Bazaar, D’Mart, Haiko, Star Bazaar, Godrej Nature’s Basket, Sahakari Bhandar etc. We do home deliveries of orders placed through our mobile apps, website and call centre. The home delivery facility is available only in Powai and Andheri East areas. We will expand to other areas shortly.

 
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Subway India's Rapid Expansion: 100 New Stores in 2024 and a Bold Vision for the Future
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Subway India's Rapid Expansion: 100 New Stores in 2024 and a Bold Vision for the Future
 

Subway, the global leader in freshly made, customizable sandwiches, has achieved a significant milestone in India by opening 100 new stores in 2024. This expansion underscores the brand’s rapid growth trajectory in one of its fastest-growing international markets. With a renewed focus on modernization, localization, and customer-centric innovations, the brand is strengthening its position in India’s highly competitive Quick Service Restaurant (QSR) industry.

A Landmark Achievement in India's Growth Journey

India’s dynamic and evolving food industry has presented a lucrative opportunity for Subway to expand its footprint. With the opening of its 100th store in Lokhandwala, Mumbai, Subway now boasts a formidable presence of over 900 stores in more than 160 cities across India.

“Reaching this milestone of 100 new stores in a year is a testament to our customers’ trust in the Subway brand. This marks a significant chapter in Subway India’s growth journey, reflecting our unwavering commitment to delivering fresh, high-quality, and made-to-order sandwiches to our discerning customers,” said Tarun Bhasin, CEO of Culinary Brands, the exclusive master franchisee for Subway in India, Bangladesh, Sri Lanka, and other countries.

The brand’s aggressive expansion in 2024 is driven by the increasing consumer demand for freshly made, healthy, and convenient food options. As lifestyles change and urbanization accelerates, Subway is strategically positioning itself as a preferred choice among India’s young and working population.

Strategies Driving Rapid Expansion

The remarkable success of Subway’s expansion in India can be attributed to multiple key strategies:

  1. Leveraging Market Trends: Consumers today are more health-conscious and seek fresh, nutritious, and made-to-order food. Subway’s offering of fresh ingredients and customization aligns perfectly with this trend.
  2. Penetrating Tier II and III Cities: Recognizing the potential of India’s smaller cities, Subway has expanded beyond metropolitan areas. “Our innovation team closely follows local and international trends to offer an exciting menu to consumers. Our current menu already features multiple localized options, such as Paneer Tikka and Tandoori Chicken, which are very popular as they offer familiar tastes while maintaining Subway’s global sandwich-making approach,” Bhasin stated.
  3. Modernized Store Design: To enhance customer experience, Subway has introduced a refreshed store design that is more inviting, convenient, and modern. The response from customers has been overwhelmingly positive. “The new look aligns with what today’s new-age consumers seek – a smart and inviting ambiance that reinforces the freshness associated with Subway,” added Bhasin.

Subway’s Focus on Tier II and III Markets

While Tier I cities remain key markets, Subway is aggressively expanding into smaller cities to tap into their growing disposable income and rising demand for global QSR brands. Establishing outlets in high-footfall locations such as malls, airports, and highways ensures greater brand visibility and accessibility.

“At Subway, we recognize that every market has unique preferences and challenges. That’s why our menu innovation team continuously researches and adapts offerings to suit regional tastes while maintaining our global standards,” Bhasin explained.

Menu Innovations Catering to Evolving Preferences

The brand has also introduced new product lines to cater to India’s evolving taste preferences. Recent additions include the Hot & Cheesy Signature Subs and Breakfast Specials.

“Consumers love our Hot and Cheesy Signature Subs. They are the perfect indulgence during winters, offering 1.5x filling, extra cheese, and served piping hot. Options include Cheesy Paneer Tikka, Mexican, American Barbecue, Chicken Tikka, and Lamb Pepperoni,” said Bhasin.

Subway’s Breakfast Specials are another hit, offering fresh, made-to-order sandwiches that cater to professionals and early risers. “It’s a perfect fit for morning meals, and customers can walk in or order online in metros and mini-metros to relish these sandwiches, best paired with hot coffee,” he added.

Technology-Driven Growth and Customer Engagement

Subway is harnessing technology to enhance customer experience, streamline operations, and support its rapid expansion. Key tech initiatives include:

  • Customer Engagement: Tools like Net Promoter Score (NPS), Online Reputation Management (ORM), and Customer Relationship Management (CRM) are used to interact with customers and gather insights.
  • Retail Expansion Support: Specialized technology tools aid in identifying potential store locations, ensuring efficient supply chain management, and optimizing operations.
  • Digital Transformation: Enhanced online ordering, loyalty programs, and AI-driven recommendations are being integrated to provide seamless customer experiences.

“Technology has been an anchor for multiple departments at Subway. Various specialized tech tools are leveraged to support retail expansion and drive decision-making in the supply chain, quality, and operations,” Bhasin noted.

The Road Ahead: Making Subway India’s Largest QSR Chain

Looking forward, Subway has set an ambitious goal of becoming India’s largest QSR chain over the next decade. This vision is built on key pillars:

  1. Fresh, Customizable Offerings: Subway remains committed to delivering high-quality, made-to-order food that aligns with consumer health trends.
  2. Localized Menu Innovation: Expanding its menu to include more regional flavors and healthier options will be central to sustaining growth.
  3. Wider Retail Presence: Strengthening its footprint in metros and Tier II and III cities will ensure greater accessibility.
  4. Digital and Technological Integration: Embracing digital platforms for seamless ordering, loyalty programs, and data-driven decision-making will be critical to scaling operations.
  5. Overcoming Challenges: While competition, supply chain complexities, and shifting consumer preferences pose challenges, Subway’s strategic focus and adaptability will be key to its continued success.

“We recognize that achieving our goal requires strategic planning and agility. However, our unwavering commitment to fresh, high-quality food and a robust expansion plan will drive Subway’s growth and success in India,” Bhasin concluded.

 

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