Baskin Robbins, a premium ice cream brand, is planning to expand its network by adding approximately 100 parlours in the current fiscal year, according to CEO of Graviss Foods, Mohit Khattar, the Indian franchise partner of Baskin Robbins. Khattar also stated that the company is aiming for a double-digit growth in sales, with expansion of ice cream parlours and new offerings as some of the growth drivers. Most of the expansion will occur through the franchise partner, though the company will open some of the parlours itself.
Khattar highlighted that Baskin Robbins is the largest player in the premium space in the ice cream market. The company has been operating in India since 1993 through a master franchise agreement with Graviss Group, and currently runs over 850 ice cream parlours across 230 cities. Besides ice cream parlour channels, Baskin Robbins is also present in modern trade formats such as supermarkets and leading e-commerce platforms, as well as in B2B channels such as the food service space and HoReCa (Hotels, Restaurants, Catering) space.
Khattar noted that the company’s expansion plan aims to penetrate new cities and extend the brand’s reach. He expects the market to grow by 15 to 16 per cent, and anticipates a growth rate higher than that. Baskin Robbins plans to continue outperforming the market, as it has done in the last couple of years.
Khattar declined to share specific financial details, but mentioned that the premium ice cream market is growing, although it currently has a small share in the overall ice cream market of the country, which is estimated to vary from Rs 14,000 crore to Rs 20,000 crore. The premium ice cream market is approximately 10 per cent of the total branded market.
Baskin Robbins has a presence in some neighbouring countries such as Sri Lanka, Nepal, and Mauritius, and has set up a unit in Pune that caters to its requirements in India and the neighbouring countries. The company is the second largest QSR (quick service restaurant) chain operator after Jubilant Foods, which has the franchise of Domino’s Pizza in the country.
As the mercury rises in April, Khattar expects sales to remain on track. He mentioned that March was not as hot as expected, but the heat has started building up again, and everything is currently on track.
The Indian ice cream market is mainly dominated by unorganised or small city-based brands that mostly operate through push carts. However, Baskin Robbins is well-positioned as a premium ice cream brand to continue expanding its network and driving sales growth in the coming years.