Baskin Robbins to Add 80-100 Stores by 2024

Thirty years after the brand entered the Indian market through a master franchise agreement with the Graviss Group, it is available across more than 850 exclusive stores, hotels restaurants and catering (HoReCa) segments, hypermarkets, supermarkets and online

- Bhavishya Bir

A flavour for each day of the month is how Baskin Robbins wooed ice cream lovers to its store when it first launched in Mumbai in 1993 with 31 flavours. In the first two decades, the brand only operated exclusive parlours. However, this changed a few years ago as a strategic call was made to expand the presence in the retail segment also. This was recognising the fact that, in India, more than 90% of the ice cream market at the time was dominated by general trade (GT) and pushcarts. Today, the brand is available across all leading national and regional supermarket chains.

Thirty years after the brand entered the Indian market through a master franchise agreement with the Graviss Group, it is available across more than 850 exclusive stores, hotels restaurants and catering (HoReCa) segments, hypermarkets, supermarkets and online. The HoReCa segment includes hotels, airlines and multiplexes.

How has the business changed over the years?

Three decades ago, the concept of an ice cream parlour was relatively novel. Over the years, the concept has grown and so has our business model. Earlier, all the sales were driven by footfall into the outlets. Now, take-home or home deliveries are popular due to their convenience factor. Parlours no longer remain the sole business channel. Today, sales are also driven through retail, HoReCa and online channels, reflecting the evolving nature of retail in India.

The product options too have changed as we have launched products like ice cream cakes, shakes, and sundaes with a variety of accompaniments. Marketing strategies have also moved from press, magazine and occasional TV advertisements to social and digital platforms. What has remained unchanged though is our promise of pristine quality, 100% pure veg ingredients, our resolve to use only dairy ingredients and our offer of a 31% discount on every 31st of the month.