Desi mania for the youngsters


The new flagship outlets in Delhi were opened in 2007. Based on detailed customer research, Nirula’s has created a new tagline– “it’s desilicious”. New sub-brand logos have been created for Nirula’s ice-creams, pastry shop, delivery business and packaged consumer products.


Marketing initiatives

Nirula’s over the last one year runs successful promotions at Quick Service Restaurants including new thalis, kebabs, a range of “desi products”, and a new range of gourmet chocolate ice-creams and sundaes.  All these promotions have been extensively advertised through print and radio. Besides, there is significant increase in the investment budget for marketing this year.  Each new unit has a marketing budget for which a plan is made based on local unit requirements.


Brand proposition

Nirula’s as a brand has made a shift from a conventional family restaurant to a place that is well liked by the young adults, who like eating out with colleagues, friends or family.


The challenges overcome

The challenge is catering to the changing lifestyles because of international exposure and media (including print, television, radio and internet). Nirula’s responds to its customers with a wide variety of food with a unique ‘desi’ taste at affordable prices. Nirula’s has introduced various retail formats with an aim to maximise penetration among high traffic locations.


Expansion plan

Presently, Nirula’s has more than 75 outlets in seven cities across Delhi, Uttar Pradesh, Uttaranchal, Haryana, Rajasthan and Punjab. It has recently opened its outlets in Indore, at the Mumbai domestic airport, Mussoorie, and is in discussions with potential franchise partners to open in Mumbai, Bangalore, Jalandhar and Ludhiana.


His understanding of the retail business and his learning in this process

“Food and beverage is the second-largest segment of the retail industry and the potential for growth in this segment is enormous.  With increasing disposable incomes of consumers, the market size and potential of the business is expected to grow in future. Retail and real estate boom has opened a plethora of avenues not only in metros but also in tier II & III cities. Not only domestic but international food chains are also recognizing the tremendous potential and expanding across India.”


Stay on top – Get the daily news from Indian Retailer in your inbox