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International Food Franchises find ways to cater to the Indian Palette
Friday, 10 September 2010, 19:31 IST
Bangalore: Put it down to a stubborn Indian palate, but most international brands have to revamp their menus when they come to India to keep their customers happy. Baskin Robbin's have just launched their latest ice-cream flavor kulfi. Indian Touch "We thought of the idea earlier this year and then took about four months in research and development perfecting the flavor," says Ashwin Uppal, General Manager, Marketing, South Asia, Baskin Robbins. The flavor in question is the popular Malai, though a pistachio flavor is also in progress.
"Our research showed that the two best-loved flavors in kulfi are malai and pistachio. Customers will now be able to enjoy the taste of kulfi but with the quality that our brand promises," Uppal says. He's confident that the price of 
53 plus tax will not deter the customer. "They have the option of eating kulfi in a cup or cone, something they never had before. Also, they trust the quality. We havent sensed any hesitation; it is actually moving faster than most recently launched flavors," Uppal insists.
Unchanging flavor Cinnabon, the international pastry chain, too, has had to bow down to Indian preferences. "We realized that we would be able to reach a larger client base if we changed our menu to offer only egg less products," says Zayed Kazi, marketing and communications manager, Cinnabon India. "We also made sure that the final product tasted no different from what was available anywhere else in the world, because most of our clients are either NRIs who are visiting India or people, who've traveled abroad often." Kazi reveals that the Indian predilection for sweetness makes the Chocobon the most popular item.
But he adds that most people dont come in asking for an egg-less menu, putting it down to good communication. "We made it very clear at the outset, so even first-time customers don't need to ask us whether it's egg-less. Apart from that, the flavor and items on offer are exactly the same as anywhere else in the world."
Source: FranchiseEXPO.in
53 plus tax will not deter the customer. "They have the option of eating kulfi in a cup or cone, something they never had before. Also, they trust the quality. We havent sensed any hesitation; it is actually moving faster than most recently launched flavors," Uppal insists.
Unchanging flavor Cinnabon, the international pastry chain, too, has had to bow down to Indian preferences. "We realized that we would be able to reach a larger client base if we changed our menu to offer only egg less products," says Zayed Kazi, marketing and communications manager, Cinnabon India. "We also made sure that the final product tasted no different from what was available anywhere else in the world, because most of our clients are either NRIs who are visiting India or people, who've traveled abroad often." Kazi reveals that the Indian predilection for sweetness makes the Chocobon the most popular item.
But he adds that most people dont come in asking for an egg-less menu, putting it down to good communication. "We made it very clear at the outset, so even first-time customers don't need to ask us whether it's egg-less. Apart from that, the flavor and items on offer are exactly the same as anywhere else in the world."
Source: FranchiseEXPO.in