Baskin Robbins Targets Strong Expansion In Delhi / NCR Through New Products And Parlours

Baskin Robbins already has 60 parlors across prime locations in Delhi and NCR, with 30 of them located in Delhi alone. The brand has a total of 269 locations in the northern region and over 850 locations nationally. It plans to further expand its footprint in Delhi and NCR by adding 10-12 parlors every year. Baskin Robbins has consistently grown its network and appeal among younger consumers through well-thought-out products and targeted marketing initiatives. It also retails through leading supermarket chains, modern trade stores, general trade stores, and food service accounts such as hotels, restaurants, and caterers.

In addition to footfalls in its parlors, Baskin Robbins has been experiencing a steady increase in online sales, with around one-third of its sales coming through online and delivery platforms like Swiggy, Zomato, Instamart, Big Basket, and Zepto. The CEO of Graviss Foods Pvt Ltd - Baskin Robbins, Mohit Khattar, pointed out that chocolate-based flavors are more popular among discerning audiences in the Delhi market, followed by fruit-based flavors. There is also a growing demand for sundaes and ice cream cakes. Seasonal specials tend to do well in the city due to its young audience base and high levels of experimentation. The brand has high expectations for its new introductions going into the summer season.

For the summer season, Baskin Robbins has introduced 17 new products, including new flavors such as Caramel Milk Cake, Blueberry and White Chocolate, Fruit Ninja, and new ice cream formats like Ice Cream Rocks, which are bite-sized ice creams coated with chocolate. The brand has also introduced Ice Cream Pizzas, Ice Cream Floats, Fruit Cream Sundaes, and Fairytale Sundaes.

Baskin Robbins has completed 30 years of operations in India this year and is present in over 239 cities with over 850 stores. The new products will be available across all parlors, and some products, like Ice Cream Rocks, will also be available through leading retail stores, e-commerce platforms, and delivery partners.