F & B News

Nirula's to go national by 2008

Harbours international ambitions

Neeti Mehra - Mumbai

Delhi-based fast food chain Nirula's is set to stamp a national presence by 2008, and is undergoing a brand revamp with an equity infusion of Rs 15 crore. Hospitality professional, Samir Kuckreja, had recently scooped up the family-owned chain for an undisclosed sum while Malaysian equity fund, Navis Capital Partners, has a majority stake.

Speaking exclusively to Express Hospitality, the newly incumbent managing director and minority stakeholder, Kuckreja reveals, "Going international is surely on the charts. We would currently like to focus on establishing and strengthening a national base, though taking our brand and the extensive Indian and international menu overseas is a very attractive and exciting proposition."

With a focus on the restaurant and kiosk business, Nirula's will open outlets across India in verticals like the family style Nirula's restaurants, QSR format-Express and Ice-Cream kiosks, etc. Refusing to divulge the potential locations, he added that the new Express format will extend to airports, petrol bunks, big box retail outlets and highways. Nirula's Express was recently launched at Terminal 1B in Delhi airport. The company will build on its existing brand image and has ruled out any change in the brand name. The group will revamp its service set-up, interiors, uniforms, menu boards, signage, etc. However, brand extensions and a retail strategy are on the anvil. "We are looking at myriad possibilities of brand extensions. We are also looking at creating a range of Nirula's memorabilia," Kuckreja informs.