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The coming two decades saw the company starting a Central Kitchen and Family-style restaurants at [[Vasant Vihar]], Chanakya cinema complex, [[Chanakyapuri]], Defence Colony, [[Noida]] and various other locations in the [[National Capital Region (India)|NCR]]<ref name=abt/>. And before the arrival of several MNC restaurant chains in 1990s, Nirula's remained a major draw for young people in the capital. In the subsequently years even though MNC chains like [[McDonald's]] made inroads into its share, in 2000 it retained 40 per cent of the Delhi market <ref>{{cite news |title=Purani Dilli food: Nothing exclusive about it |url=http://www.dailypioneer.com/232939/Purani-Dilli-food-Nothing-exclusive-about-it.html |publisher=[[The Pioneer (Indian newspaper)|The Pioneer]] |date=February 1, 2010 }}</ref><ref name=new/>. Even then, facing stiff competition from Nirula's McDonald's had to "Indianise" it menu to suit Indian palate, while on its end Nirula's added competitive pricing and sprucing up its interiors <ref name=ft/><ref>{{cite book |title=Harvard business review on corporate strategy (Harvard Business Review)|last=Collis |first=David J. |authorlink= |coauthors=Cynthia A. Montgomery, Michael Goold |year=1999 |publisher=Harvard Business Press|isbn=1578511429|page=102 |url=http://books.google.co.in/books?id=UxIgwgAGrS4C&pg=PA102&dq=Nirula%27s&lr=&cd=19#v=onepage&q=Nirula%27s&f=false |ref= }}</ref><ref>{{cite news |title=And the winner is... butter chicken! |url=http://www.expressindia.com/news/fe/daily/20001009/fle08011.html |publisher=[[Indian Express]] |date=October 9, 2000 }}</ref><ref name=mb/>.
The coming two decades saw the company starting a Central Kitchen and Family-style restaurants at [[Vasant Vihar]], Chanakya cinema complex, [[Chanakyapuri]], Defence Colony, [[Noida]] and various other locations in the [[National Capital Region (India)|NCR]]<ref name=abt/>. And before the arrival of several MNC restaurant chains in 1990s, Nirula's remained a major draw for young people in the capital. In the subsequently years even though MNC chains like [[McDonald's]] made inroads into its share, in 2000 it retained 40 per cent of the Delhi market <ref>{{cite news |title=Purani Dilli food: Nothing exclusive about it |url=http://www.dailypioneer.com/232939/Purani-Dilli-food-Nothing-exclusive-about-it.html |publisher=[[The Pioneer (Indian newspaper)|The Pioneer]] |date=February 1, 2010 }}</ref><ref name=new/>. Even then, facing stiff competition from Nirula's McDonald's had to "Indianise" it menu to suit Indian palate, while on its end Nirula's added competitive pricing and sprucing up its interiors <ref name=ft/><ref>{{cite book |title=Harvard business review on corporate strategy (Harvard Business Review)|last=Collis |first=David J. |authorlink= |coauthors=Cynthia A. Montgomery, Michael Goold |year=1999 |publisher=Harvard Business Press|isbn=1578511429|page=102 |url=http://books.google.co.in/books?id=UxIgwgAGrS4C&pg=PA102&dq=Nirula%27s&lr=&cd=19#v=onepage&q=Nirula%27s&f=false |ref= }}</ref><ref>{{cite news |title=And the winner is... butter chicken! |url=http://www.expressindia.com/news/fe/daily/20001009/fle08011.html |publisher=[[Indian Express]] |date=October 9, 2000 }}</ref><ref name=mb/>.


By 2002, the company has established itself in the ice-cream parlour segment with its 21s cafes, set up hotels on [[National Highway (India)|national highway]]s, and adopted the cafi-within-cafi format, after a tie-up with [[Delhi Tourism and Transportation Development Corporation]] (DTDC) to open ice-cream parlours within state-run Coffee Homes in the capital <ref>{{cite news |title=Nirula's, DTTDC tie up for ice-cream parlours|url=http://timesofindia.indiatimes.com/biz/india-business/Nirulas-DTTDC-tie-up-for-ice-cream-parlours/articleshow/20193917.cms |publisher=[[Times of India]] |date=Aug 25, 2002 }}</ref>.


The group subsequently diversified into business hotels opening one at Noida and another at [[Panipat]], and set up food processing plants in [[Okhla]] and [[Noida]], near Delhi.
The group subsequently diversified into business hotels opening one at Noida and another at [[Panipat]], and set up food processing plants in [[Okhla]] and [[Noida]], near Delhi.

Revision as of 07:17, 2 April 2010

Nirula's
Company typePrivate
Founded1934
FounderNirula Brothers
Headquarters
Delhi
,
India
Number of locations
60
Area served
North India (focus-NCR Delhi)
Key people
Samir Kuckreja (MD)
Productsfast food, Indian cuisine, ice cream, pastry
Serviceshotels, restaurants
OwnerNirula's Corner House Private Limited
Navis Capital Partners
WebsiteNirula's Official website

Nirula's is India's oldest fast food restaurant chain [1][2], based in North India and most popular in NCR Delhi. It started Delhi's first fast food restaurant in Connaught Place in 1977, today it has over 75 outlets in NCR Delhi, Punjab, Haryana, Rajasthan, Madhya Pradesh and Uttar Pradesh states, which includes family-style restaurants "Nirula's" specializing in "Desi version" of western fast food as well as offering Indian cuisine, casual dining "Potpourri restaurants", Pastry Shops and Ice cream parlours, and two hotels in Noida and Panipat [3][4].

Nirula's Corner House Private Limited was acquired in June 2006, by Malaysia-based private equity fund, Navis Capital Partners with its Managing Director, Samir Kuckreja.

History

The chain traces its origins to the "Hotel India" opened at L-Block Connaught Place, New Delhi (CP) in 1934, by Nirula Brothers, it had 12 rooms and a restaurant. In the 1950's, they started a 'Chinese Room' Restaurant, Delhi's oldest Chinese restaurant at the premises. In 1940, it started running the Indian Coffee House for Indian Coffee Board at Janpath introducing espresso coffee, which became an instant success. Soon it launched two speciality restaurants- La Boheme serving Hungarian food; and Gufa, an Indian restaurant [5][1].

The 70s saw the Nirula's venture into the fast food business with the opening of Delhi's first fast food restaurant in 1977 here, to which was later added a Pastry Shop, Snack Bar, Hot Shoppe and an Ice Cream Parlour. A subsequently addition was the waiter-served first "The Potpourri" restaurant also adjacent, by the time it had become a CP landmark, offering people western fast food like burgers, pizzas and foot longs, plus an ice cream parlour with 21 flavours. [6].

Nirula's kathi roll meal onboard IndiGo airline

The coming two decades saw the company starting a Central Kitchen and Family-style restaurants at Vasant Vihar, Chanakya cinema complex, Chanakyapuri, Defence Colony, Noida and various other locations in the NCR[7]. And before the arrival of several MNC restaurant chains in 1990s, Nirula's remained a major draw for young people in the capital. In the subsequently years even though MNC chains like McDonald's made inroads into its share, in 2000 it retained 40 per cent of the Delhi market [8][9]. Even then, facing stiff competition from Nirula's McDonald's had to "Indianise" it menu to suit Indian palate, while on its end Nirula's added competitive pricing and sprucing up its interiors [3][10][11][4].


The group subsequently diversified into business hotels opening one at Noida and another at Panipat, and set up food processing plants in Okhla and Noida, near Delhi.

Acquisition

Nirula's express outlet at Delhi Airport.

Nirula's Corner House Private Limited continued to be owned by cousins Deepak and Lalit Nirula, till 2006 when it saw 100% acquisition by Samir Kukreja, Lalit's nephew and the $500 million Malaysia-based Navis Capital Partners, where he was a partner [12][6].

In 2007, its original outlet at CP, moved to K-Block, Connaught Place, while the adjacent "Potpourri restaurant" also moved to N block, Outer Circle also in CP [5][9]. Also in 2007, Nirula's opened India first ice cream museum situated at its Ice cream factory in Noida [2][13]. In the same year, the chain introduced three new outlet formats, including "Nirula's Express", Food Court Unit and Ice-Cream Kiosks, and the first Express outlet opened at the Delhi Airport [14].

In 2010, state-run petroleum major, Bharat Petroleum Corporation (BPCL) tied up with Nirula's in Delhi and NCR region to convert 60 its 'In&Out' outlets into food courts and coffee shops [15].

Today it has outlets in across North India, in places like Panipat, Dehradun, Chandigarh, Lucknow, Jaipur, Meerut and Pathankot [7][16].

Locations

Types of restaurants

  • Family style restaurant: quick service with take-away, home delivery and order-on-line service
  • Nirula's Express: take aways
  • Fuels Station Outlets.
  • Potpourri: Fully-waiter served, multi-cuisine speciality restaurant
  • Nirula's 21 (Ice cream parlours)
  • Pegasus bar

References

  1. ^ a b Seth, Pran Nath (2006). "Nirula's - India's First Restaurant chain". Successful Tourism: Volume II: Tourism Practices. Sterling Publishers. p. 285. ISBN 8120732006. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  2. ^ a b "Nirula's gives India its first ice cream museum". CNN IBN. Nov 14, 2007.
  3. ^ a b "Fast food: Attention to local palates pays off". Financial Times. January 28 2010. Popular Indian restaurants such as Nirula's and Sagar Ratna, which specialises in south Indian food, are also expanding, with 60 to 70 locations each. {{cite news}}: Check date values in: |date= (help)
  4. ^ a b "Battle of Burgers: Nirula's set to take on McDonald's". CNN IBN. Apr 04, 2008. {{cite news}}: Check date values in: |date= (help)
  5. ^ a b "CP landmark Nirula's may soon be history". Times of India. Aug 11, 2005.
  6. ^ a b "Nirula's goes partly Malaysian". CNN IBN. Jul 01, 2006. {{cite news}}: Check date values in: |date= (help)
  7. ^ a b Cite error: The named reference abt was invoked but never defined (see the help page).
  8. ^ "Purani Dilli food: Nothing exclusive about it". The Pioneer. February 1, 2010.
  9. ^ a b "Good old landmark is back in Connaught Place". The Hindu. Mar 02, 2007. {{cite news}}: Check date values in: |date= (help)
  10. ^ Collis, David J. (1999). Harvard business review on corporate strategy (Harvard Business Review). Harvard Business Press. p. 102. ISBN 1578511429. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  11. ^ "And the winner is... butter chicken!". Indian Express. October 9, 2000.
  12. ^ "Nirula's gets a Malaysian owner". Times of India. Jul 1, 2006.
  13. ^ "A museum to tell ice cream story". DNA (newspaper). November 14, 2007.
  14. ^ "Nirula's to change outlet formats". Business Line. Jan 23, 2007.
  15. ^ "BPCL to convert 60 In&Out stores into food courts by FY11". Business Standard. February 7, 2010.
  16. ^ "Nirula's to add 140 new outlets by 2010". The Hindu. August 27, 2008.
  17. ^ Locator
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