THE BUSI­NESS

Open­ing their first branch in Dubai last year, In­dian milk­shake brand Keven­ters plans to ex­pand their reach to 30 branches in the coun­try by the end of 2018. A re­sult of the pos­i­tive feed­back from the mar­ket, Sohrab Si­taram, CEO of Keven­ters speaks to Mah

CateringNews Middle East - - Contents -

Sohrab Si­taram, CEO of Keven­ters on break­ing into the Mid­dle East mar­ket.

ith its roots dug as deep as the his­tory of In­dia, Keven­ters, a brand syn­ony­mous with milk­shakes, was first es­tab­lished in 1925 by Ed­ward Keven­ters and later ac­quired by In­dian busi­ness­man Ram Kr­ishna Dalmia in 1940, how­ever the brand was re­vived in 2015 with a fresh iden­tity and team tak­ing the com­pany to new heights.

Keven­ters cur­rently op­er­ates four out­lets in Dubai, lo­cated in Oa­sis Mall, Karama, Bur­ju­man and La Mer and plans to have a to­tal of 30 lo­ca­tions by the end of this year.

“Keven­ters is now es­tab­lish­ing its foot­print in the UAE with plans to open out­lets in Dubai and Shar­jah, strength­en­ing our pres­ence here,” Sohrab Si­taram, CEO of Keven­ters says.

“The United Arab Emi­rates is the per­fect launch pad for the brand in the Mid­dle East, we have been for­tu­nate to get a warm wel­come here. The ini­tial re­sponse we got was mo­ti­vat­ing and re-as­sur­ing for us and within the span of a year, we have opened four out­lets and plan to open 30 out­lets within 2018.”

“We have been able to se­cure some of the most iconic lo­ca­tions in Dubai and have sev­eral re­quests by fran­chisees to open out­lets in dif­fer­ent Emi­rates. We want to be the brand you would not think twice to in­dulge in,” he adds.

Con­firmed up­com­ing lo­ca­tions in- clude Sa­hara Cen­tre in Shar­jah, Dubai In­ter­na­tional Fi­nan­cial Cen­tre and Al Seef by Meeras. Ac­cord­ing to the Keven­ters busi­ness model, 60% of the out­lets will be owned by the brand while 40% will be fran­chised.

“Milk­shakes in the Iconic Keven­ters bot­tles bring a sense of nos­tal­gia, the brand im­age and the con­nec­tion it has with the younger gen­er­a­tion con­vinced us that there was a gap in the mar­ket here. Milk­shakes are loved by all na­tion­al­i­ties and ages,” Si­taram ex­plains.

“Our track record in In­dia also proves that we are one of the most watched F&B brand where we have opened 200 out­lets over a span of five years.”

En­ter­ing a new and evolv­ing mar­ket meant that Keven­ters had to shake up their of­fer­ings to fit the palates of the re­gion, “We love to cus­tomise our menu for the mar­ket we are in. For the UAE we have a spe­cial menu with camel milk and have added lo­cal flavours like the date jal­lab,” Si­taram adds.

“Our menu also of­fers a lot of fun milk­shake com­bi­na­tions like nutella marsh­mal­low, av­o­cado honey and caramel pop­corn. There re­ally is no brand whose core fo­cus is on milk­shakes in

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