NirulasHistory

Nirulaisawellknownbrandinthehospitalityindustry.TheNirulafamilycametoIndiain1928.
TheNirulabrothersbeganHOTELINDIAin1934inconnaughtplaceDelhiwith12roomsa
restaurantandabarlicense.
ChineseroomrestaurantandespressocoffeewasfirstintroducedinIndiain1950byNirulas.In
the1960twospecialityrestaurantscameupLaBoherneamodernrestaurantserving
Hungarianfood&GufaanIndianspecialityrestaurant.
Thecompanyventuredintothefastfoodbusinessin1970withthePastryshop,Snackbar,Hot
shoppe,Potpourrirestaurant(withthefirstSaladbar)andIcecreamparlour.
TodaytheproductionfacilitiesinNoida,includetheBakery,confectionary,Cheeseplant,Ice
creamplant,FoodprocessingUnitandHotkitchen.
NirulashaveincreaseditspresenceinNorthIndiawiththeopeningofrestaurantinPanipat,
Dehradun,Chandigarh,Lucknow,Jaipur,Meerut,Pathankot.
InassociationwithIndiaOilCorporation(IOCL)in2005hasseentheopeningofnewoutletsat
fuelstationsinDelhi,JaipurandPathankot.
Thecompanyplanstoventureintolargenumberofquickservicerestaurantsineverymajorcity
inIndiawithanaggressiveexpansionplan.

BrandPositioning
Nirulasiswarmcontemporary,accessible,eatingplaceforfamiliesincludingchildrenandyoungadults,
servingthewidestvarietyofIndianandInternationalfood,beveragesanddessertsataffordableprices.

Tagline
Itsdelicious

Qualitystatement
Qualityconsciousnessisthefoundationofthebusinessandeveryemployeeofthecompanyis
responsiblefordeliveringthesameintermsofgoodqualityofproducts,serviceandoverall
experience.Itismeasurableandcontinousimprovementprocesswithlongtermreturnsintermsof
goodwillandrevenuegrowth.

NirulasBusiness
Hotels
Potpourri
Pegasusbar
Familystylerestaurant
Icecreamkiosks
Pastryshop.

RecentDevelopment
NaviscapitalboughtNirulasfromitsfounderforRs90crorein2006
NavisCapitalhashiredDeloitteforimprovingoperations
ImplementedSAPatbackend
Facilityupgradation
Totalinvestmentof50croreonmodernization.

NirulasMenu
Nirulasmenucontainsover500itemstochoosefrom

SWOTANALYSIS
Strength
Nirulasisastrongbrand
Averyoldnameinthefoodandhospitalityindustry
AstrongpresenceinNorthIndiaespeciallytheNCRregion
TieupwithIOCLhasimproveditsreach
OperationaleffectivenesswithDeloitteasconsultant
Mindrecallasabrand

Weakness
Aweakbranddifferentiation
Widemenuwithwiderangeofpricelevels
Lackofbrandpositioningratheranunclearproductpositioning
Ineffectiveutilizationofhighdemandoutletsthatresultinlongqueues

Opportunities
Increaseofbuyingpowerofyouth
ExploringmarketsinHaryanaandPunjab

Threats
AggressiveplayersinfastfoodsegmentlikeKFC,McDonalds,PizzaHut,Dominoswithastrong
productdifferentiationandrenownednicheproducts.
CompetitionfromgourmetrestaurantssuchasSagarRatnaetc.
CompetitionfromicecreamsegmentslikeGianis,BaskinRobbinsetc
CompetitionfromCafsegmentfromcafCoffeeDay,barista

WayaheadforNirulas?