“Mad Over Donuts Targets 50 Stores by Year End,” ED, CEO, Tarak Bhattacharya

It was in 2008 that the aroma of fresh donuts wafted into the Indian culinary scene as Mad Over Donuts made its grand debut. Today, this gourmet donut brand has not only taken India by storm, but has also redefined the nation's love for these delectable treats. MOD offers a diverse range of handmade donuts which are freshly-topped, 100% eggless and crafted to celebrate small joys and every day happiness. With its humble beginnings in Noida, Mad Over Donuts has swiftly risen to become one of the fastest-growing brands in the quick-service restaurant (QSR) industry, boasting a remarkable presence across India.

MOD currently has more than 150 stores across the country, in cities like Mumbai, Pune, Delhi, Bengaluru, Chennai and Ahmedabad. The brand has wisely nurtured its growth, focusing on profitability, product innovation, team building, and the seamless integration of online delivery systems. 

In an exclusive interview with Restaurant India, Tarak Bhattacharya,  Executive Director and CEO of Mad Over Donuts shares his insights on Kit-Kat collaboration of Mad Over Donuts (MOD), expansion plans and plans for venturing into healthy treats and much more.

Can you tell us more about MOD and Kitkat collaboration?

We have been planning this collaboration for past six months.  It took some time to get international approvals. We will be having more specific products on festive season in association with Kit Kat with different flavors. Kit Kat will have a permanent feature in the menu.

Recently, Mad Over Donuts innovated donut experience with Augmented Reality (AR) interactive game. Comment on the same.

You can actually make your own donut with your face; many people are using it for gamification specifically. It’s more like a brand engagement with the consumers. This feature is available in all our stores. It is a way forward for any brand.

What’s the biggest challenge faced by the QSRs?

The store operations, right location and right people are one of the biggest challenges in the industry today.

Who do see as your competitor? 

Competitors are healthy, it’s a niche category. We require more brands to explore in this category which will help in improving as well in terms of consumption.

Artificial sweeteners has been a trend these days. Do you add any artificial sweeteners in your items?

We use natural sweeteners and natural flavours.

Are you also exploring into healthy guilt-free treats?

Yes, we are still in the planning and developing phase. Healthy eating has been a trend these days so we will be venturing into that soon. It’s in the testing stage right now.

What’s your expansion plan?

We are expecting 50 more stores to open by end of this year. Currently, we have 150 stores all over India. Most of our stores are in Bangalore, Mumbai. We have 39 outlets in Bangalore as of now, and 40 outlets in Mumbai. We are expanding in other regions slowly.