Baskin Robbins turns around after 11 years

Baskin Robbins, for the first time in its 11-year history, has managed a turnaround. The company has posted a net profit of over Rs 1 crore on a turnover of Rs 20 crore in 2003-04.

Pankaj Chaturvedi, CEO, Baskin Robbins said, " This turnaround has been brought about owing to aggressive institutional sales, focused store development in the western and northern regions and reduction of inefficiencies throughout the value chain."

Chaturvedi further added, "For the coming year Baskin Robbins has earmarked a marketing budget of over Rs 1 crore, with an aim to consolidate its gains, support the existing franchisee network as well as spur the opening of new high profile outlets."

Baskin Robbins was brought to India through a joint venture between the India-based Ghai Group and UK-based Allied Domeq Group in 1993. Baskin Robbins India today operates through over 110 franchisee outlets spread across 35 cities and towns in the country.

Last year, the company's major focus was on revamping of existing outlets to bring them up to international standards, this year, it will be restructuring its retail operations, by closing non profitable/low volume stores.

A full-fledged training department is also being set up with the aim of providing continuous and up-to-date training to stores across the country. The initiative will be supported by a drive to computerise 100 per cent of the stores and link them up to a central server in Mumbai for continuous flow of information.

Baskin Robbins ice creams are manufactured at their plant in Pune under license from Baskin Robbins International.