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"In five years, there are chances to grow double"
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Monday, 23 November, 2015, 08 : 00 AM [IST]
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 Himesh Foods Pvt. Ltd, widely known as Mad Over Donuts (MOD), started off as a tiny donut brand in Singapore with big plans to make the world go, well Mad Over Donuts. MOD has over 25+ flavours right from glaze, chocolate, fruit and even savoury flavours. The company’s key objective is to source quality ingredients from around the globe and give that ‘love at first bite experience.’ Tarak Bhattacharya, COO, Himesh Foods Pvt. Ltd, in a one-to-one conversation with Rohini Hiremath talks about the company’s future plans and targets. Excerpts:
What is your target with regard to opening new stores this year?
This year from October financial year, we are targeting to open about 10-15 outlets may be in existing city or we may plan for new cities. We have plans to target new cities as well. In total, MOD has 56 stores and in Mumbai we have started 23rd store, we are planning to extend it too.
Over the years, how is consumer response to MOD?
The response is phenomenal, consumers really look for MOD as a taste and as a brand. We have a consistent consumer response from last five years, in fact it has grown. From last one year, we didn’t open new stores because we concentrated on the present 55 stores.
Initially, for three years, we were very aggressive in growing. First two years, we didn’t grow much as a store, we only had 12 stores. Then later, after 36 months, we opened some 35 stores and today we are running successfully 56 stores across India.
Again from last two years we moved a little slow. Our whole concept is to watch market, patiently, and then take further steps. We plan to grow phase-wise, our growth has been stationary. Next three years, we are planning to open 50 more stores.
Demand for MOD is growing year-on-year, donut consumption is growing and look for our products has been visible enough. Every year as business consumption, we grew by 2-3 per cent.
How often new variants or products are added to the menu list?
In donut category, we launch or add a different variant by every 5th -6th week. MOD celebrates every festival with theme for example caramel festival. Now, we will have a Diwali donut festival. We, usually, in donut category, have different types of donuts, we have small size, which is good as gifting option. Moreover, we also have cookies, cupcakes in our menu. We also rotate seasonal flavours throughout the year, so be sure to check what's new on the menu.
MOD, its not only about donuts, its also about the kind of environment and services we give. So overall its an experience in MOD.
How market research is carried for your company in the Indian market?
People want new all the time no matter with any eating product, and that is what we try to do in MOD. We give our consumer new and engage with them.
As we are based out of Singapore, our Research and Development department is based there itself. So every month they keep travelling to research new trends going across the globe and eventually we try to get that trend in India too. This may be in terms of Westernisation and Indianisation. And we theme global trend in such a way that Indian consumers adapt to it, that's how we introduced ‘pocket donut’ in our recent store in Churchgate.
For festivals we have a theme. For example, we have Diwali festival donut, we have shortlisted donuts for that.
What is MOD’s idea of adopting a hub-and-spoke model?
We want our customers to experience donuts with their eyes that is why MOD has adopted this module.
How donut is growing in Indian market compared to pizza and burger? Is the market big in India?
Of course, pizza and burger market is big in India compared to donuts, that is why initially we took time to make consumers familiar with donuts, preaching in right way was important for us.
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