The snack food chain that entered the Mumbai market three years ago, is all set to be a pan-India brand multiplying manifold by March 2007.
MUMBAI: In a market place where international fast-food and restaurant chains are making a beeline for the burgeoning Indian food and beverage segment, a Mumbai-based snack food chain is doing just the reverse.
Not only that, the snack food chain that entered the Mumbai market three years ago, is all set to be a pan-India brand multiplying manifold by March 2007.
Aseem Dixit, the brainchild and promoter of wraps&rolls, told DNA Money that a private limited company christened Wrapsandrolls Foods Pvt Ltd has been instituted last year to facilitate the expansion.
“A master franchisee for the US has been finalised already and we are in the final stages of discussions for Dubai and England. The international roll-out is expected to kick-start anytime after November this year,” said Dixit.
Besides finalising the franchising agreement with the existing international promoters, Dixit said the company is in discussions with potential master franchisees from Australia and New Zealand.
Kick-starting the snack food venture with an investment of Rs 2 lakh and a kiosk at High Street Phoenix in Mumbai three years ago, the brand, wraps&rolls, currently has a presence in Mumbai and Chennai with 11 and five outlets respectively.
And with increasing interests from potential franchisees across the country, the brand is all set for a pan-India presence.
“By March 2007, we will be adding close to 80 outlets, which will be a mix of kiosks and stores with proper sit-down facility across the length and breadth of the country,” said Dixit. The new destinations that will be added to the network include Gujarat, Madhya Pradesh, Bangalore and Delhi among others.
Dixit has pumped in to the tune of Rs 75 lakh towards setting up two central kitchens in Mumbai. And to spruce up its offerings in the coming years, the company has earmarked around Rs 20 lakh towards setting up a research and development (R&D) centre on the outskirts of Mumbai.
Elaborating on the business model, Dixit said a wraps&rolls franchise costs Rs 5 lakh as franchise fees and a certain percentage of revenue sharing. The franchisor has to further invest in the region of Rs 2-5 lakh for the kiosk or the outlet (300 sq ft) based on his/her choice.
On an average an outlet can register sales of over Rs 20,000 per day and the breakeven period for an outlet is around 15 months.
On the company’s future plans, Dixit is getting set to diversify into ice-cream retailing business in a kiosk or ice-cream parlour format.
“We will be introducing a very different concept of ice-creams for the market. The kiosk is being designed at present and we have also finalised on the branding of this line of business,” said Dixit.
Christened Craemary, the roll-out is expected to happen sometime in October or November this year. The company has pumped in Rs 8 lakh in conceptualising the kiosk and the ice-cream range offering over 2,000-odd flavours will be retailed starting from Rs 30 going to over Rs 150 for a scoop.
Another development for wraps&rolls will be in the area of home delivery. The company has already acquired 32 vehicles and required manpower to launch the home delivery facility in Mumbai. The tag-line for home delivery will be ‘20 minutes or a roll free’.
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