KAHINI CHAKRABORTY – Mumbai
Khandani Rajdhani, which currently has national presence with 35 outlets across 18 cities in India, plans to grow to 50 units by March 2013. Under its aggressive expansion plans, it is concentrating on tier I cities which include: Mumbai, Pune, New Delhi, Bengaluru, Chennai, Hyderabad and Kolkata. Whereas on the tier II and tier III front, it is in progress with one outlet each in Howrah and Coimbatore. Aji Nair, VP-FnB division, Mirah Hospitality said, “With four new outlets in Mumbai, four in northern and southern India as well, we are definitely close to achieving our targets. Though geographical expansion remains our key expansion strategy, we also plan to promote our existing line of horizontal offerings which include extensive marketing of the meal box and outdoor catering.” Talking about the investment, he informed, “We had a profitable FY-12 as we crossed Rs 50 crore revenue at Rajdhani. Setting our next target of Rs 70 crore for FY13, we plan to have substantial investments of Rs 20 crore across all offerings.”
As a part of the growth strategy, the company is looking at highlighting its already existing horizontal offerings which include outdoor catering and take-away meal boxes. “One of our first steps includes extending the meal box offering to a wider base of customer, especially in the semi-metro. Also, installation of a toll-free delivery number is in process. With our outdoor catering market, we plan to target the demanding Indian consumer who has been opting for multiple cuisine food offerings even for small family gatherings or large family occasion like a wedding. We plan to tie-up with different cuisine brands and capture this trend,” added Nair. It also plans to go international with two outlets opening in the Middle East and South Asia (in progress). With one outlet already present in Oman, it adds up to be three international outlets.
On the changing trends in the quick service restaurant (QSR) culture in India, Nair opined, “QSR is certainly one of the smartest business models to be adopted in a developing economy like India where the hospitality industry contributes over Rs 4,800 crore annually. The Thali culture is predominantly India’s baby with the large variety-small quantity format which is yet largely followed by the Indian consumers.”