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Nirula's legacy unites with "Angels in my Kitchen" under PE Fund's umbrella
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Thursday, 26 October, 2023, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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BanyanTree Growth Capital, the renowned private equity fund behind the iconic Nirula’s brand, has further solidified its presence in the food & beverage industry with a strategic investment in the North Indian bakery and confectionery chain, "Angels in my Kitchen".
Nirula’s, known for its timeless classics like HCF, Ice-Creams, Big Boy Burgers, and Pizzas, holds a special place in the hearts of Delhiites with a legacy spanning decades. The partnership with "Angels in my Kitchen" marks an exciting expansion of Nirula’s offerings, introducing a delectable assortment of pastries, cakes, and desserts to complement its renowned all-butter bakery, promising to tantalise the Indian palate.
Founded in 2003 by two culinary enthusiasts turned entrepreneurs, Bijoy Majhi and Bhupesh Kumar Jain, Angels has carved an inspiring success story. From its modest beginnings in Delhi’s New Friends Colony, Angels has blossomed into a network of 20 outlets across Delhi-NCR. The infusion of capital from BanyanTree Growth Capital is poised to propel Angels into a new era, leveraging Nirula's national presence boasting 175+ outlets, thus ensuring that more locations across the country will soon be "touched by an Angel."
Notably, Angels demonstrates a strong commitment to community development by recruiting from Katha, an NGO dedicated to uplifting underprivileged communities and providing comprehensive training from the ground up. Several of these apprentices have risen to become successful entrepreneurs, managing thriving ventures in Bihar and Kerala.
Sumedha Singhal, director of Nirula’s and a member at BanyanTree Growth Capital, expressed her enthusiasm, stating, "Our investment in Angels transcends business; it represents the fusion of two culinary legacies. We're thrilled to deliver the best of both worlds to our customers, redefining the dining experience while remaining faithful to our core values of offering high-quality, artisanal, and fresh ingredients in every dish."
Anticipated revenue synergies will emerge from co-branded outlets, as both Angels and Nirula’s plan to introduce Shop-in-Shop concepts at their respective locations. The first co-branded outlets are now open in M Block (GK-II) and Qutub Plaza, with Defence Colony and MotiBagh locations set to follow. This strategic move is certain to capitalise on the unique brand image and customer bases of both iconic establishments.
While Nirula’s HCF continues to be an integral part of celebrations, customers can now enhance their occasions with Angels’ best-selling Chocolate Truffle Cake and choose from a diverse selection of 10 other cakes and over 15 pastries. For those with more specific tastes, Angels offers the option of custom-made cakes, expertly crafted to suit any special occasion or individual preference.
What sets this collaboration apart is the diverse menu available year-round. Ice-cream lovers can indulge during the scorching summer months, while cakes and pastries take centre stage as winter approaches. The all-butter, freshly baked bakery items are perfect for breakfast, and the all-dairy, no-oil ice creams make for a delightful post-lunch treat. This harmonious blend ensures that customers have a wide range of culinary delights to savour throughout the day and across all seasons, enabling both brands to maintain consistent demand and balance the seasonal trends of their respective offerings.
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