Nirula’s, India’s first-ever fast food chain established in 1977, transformed Delhi’s eating-out culture and is now on an expansion spree. In 2018, Mumbai-based PE fund BanyanTree Growth Capital acquired the brand, which played a vital role in popularizing global dishes in India.
Since then, the brand has grown from 26 outlets to 135+ outlets under BanyanTree’s leadership. The Nirula’s team has set an ambitious goal of opening 250+ outlets across India by 2023, and expansion is already underway in cities such as Goa, Kolkata, Jammu, Hyderabad, Pune, and Chennai.
Sumedha Singhal, Director of Marketing at Nirula’s said, “Nirula’s has 24 outlets in Gurgaon but our new thinking is to look at micro markets as opposed to looking at a sprawling urban mass that is Gurgaon. We are therefore opening 4 new Nirula’s outlets on Golf Course road alone. For the first time our daughter brands: Valentino Pizzeria (The Italian Fare), BigBoy Burger (All American Diner), Batter Days (Bakery & Confectionary) and Café Healthy High (Healthy Food) will be given an exclusive space in 3 additional outlets on the same road.”
The brand has an extensive presence in Delhi-NCR, with over 100 outlets covering 90%+ of the area’s pin codes. Around 70% of these outlets offer the complete ice cream parlour experience, while the remaining ones serve both food and ice cream.
In addition to its outlets, Nirula’s has kiosks located in Delhi Golf Club, NSCI, Gymkhana, and Friends Club. The brand is expanding further within Delhi through a shop-in-shop format and opening kiosks in convenience stores like 24×7 and Smart Bazaar. Nirula’s products are also available on all major e-commerce platforms such as blinkit, Amazon, and Instamart.
Nirula’s is also venturing into the FMCG space and has already made a mark by being available in over 50 GT and MT stores.
Under the leadership of Gaurav Gupta, President of Nirula’s, the brand is also focusing on building its catering vertical and expanding its presence in new cities. This is a testament to the brand’s legacy and its commitment to growth and innovation.