Baskin Robbins To Launch Dunkin Donuts Chain In Mid 2001

Speaking about Dunkin Donuts, Rajiv Varma , country head, Allied Domecq Retailing International, which markets Baskin Robbins brand in India, said: "It's too early to disclose the details. As of now we are conducting a feasibility study to see how big the market is for bakery products in India."

The retail chain, present in 29 countries, will be launched in phases with the initial launches taking place in the metros, either as part of the existing Baskin Robbin's chain or as independent outlets. Varma said the company was planning to take the franchisee route to set up Dunkin Donuts outlets.

 

Big plans for Baskin Robbins is also on the anvil. The company intends to launch ice creams in pre-packaged cups and candy form next year.

This new range of ice creams will be marketed under a different brand name and will be priced 15 to 20 per cent higher than regular brands available in the market. The new brand will be sold at theaters, petrol pumps, and super markets with the company already conducting pilot marketing of its new range in some of its outlets.

For the yet-to-be-named brand, the company is planning to set up new manufacturing units in Bangalore and Delhi. Besides, the company also plans to add a new slim range of low calorie ice creams to its range.

Varma said: "After our launch in 1994 we have basically been trying to establish ourselves and now I think its right time to widen our repertoire."

Baskin Robbins is now also selling online through the website Chennaibazaar.com. It is planning to supply its products to Indian Railways with Baskin Robbins being sold on some Rajdhani Express trains.

"About 15 to 20 per cent of our revenue is expected to be generated through the hotel and railway route," said Varma. As of now Baskin Robbins has 154 stores in 52 cities across the country. Through its various plans, Baskin Robbins expects a 15 to 20 per cent growth, and plans to accrue a revenue of Rs 22 crore by next year as against Rs 18 crore in the last fiscal.