Nirula's Announces Aggressive Expansion; Targets 250+ outlets in 2023
Nirula's Announces Aggressive Expansion; Targets 250+ outlets in 2023

Nirula’s, India’s first ever fast food chain started in 1977 transformed the eating-out culture of Delhi is now on expansion spree.

The brand that was instrumental in popularising dishes from around the world was acquired by Mumbai based PE fund BanyanTree Growth Capital in 2018.

From 26 outlets in 2018, the brand has grown to 135+ outlets under BanyanTree's leadership.

The team at Nirula’s has set an ambitious goal of 250+ outlets across India by 2023, with expansion already underway in cities including Goa, Kolkata, Jammu, Hyderabad, Pune and Chennai.

“Nirula’s has 24 outlets in Gurgaon but our new thinking is to look at micro markets as opposed to looking at a sprawling urban mass that is Gurgaon. We are therefore opening 4 new Nirula’s outlets on Golf Course road alone. For the first time our daughter brands: Valentino Pizzeria (The Italian Fare), BigBoy Burger (All American Diner), Batter Days (Bakery & Confectionary) and Café Healthy High (Healthy Food) will be given an exclusive space in 3 additional outlets on the same road,” shared Sumedha Singhal, Director of Marketing at Nirula’s.

In Delhi NCR, the brand has an exhaustive coverage and covers 90%+ pin codes through its 100+ outlets. About 70% of them serve the whole ice cream parlour experience while the balance serves both ice creams and food.

Nirula’s also has kiosks in Delhi Golf Club, NSCI, Gymkhana and Friends Club. Within Delhi, Nirula’s is now expanding via the shop-in-shop format and opening kiosks in convenience stores like 24x7 and Smart Bazaar and are available on all e-commerce platforms like blinkit, amazon and instamart.

They are also building on the FMCG route and now have a presence in 50+ GT and MT stores.

The legacy brand is also building the catering vertical headed by Gaurav Gupta, President Nirula’s and is expanding its presence to newer cities.

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