3. Introduction:
Over half century ago, In 1948, When Taj Din
migrated from Amritsar , India to Lahore, Pakistan. He Started a small
breakfast shop at Fleming Road in the inner city of Lahore. He named his
small halwi puri & mithai shop as Nirala Sweets.
Guarding Principle:
The passion for quality, distinctiveness and hard work
set by our founder is the spirit we seek as our guarding principle.
Vision:
Our vision is to make Nirala a global brand, a brand recognized
for its uniqueness and quality in ethnic food market all around the world.
Core Values:
Our basic core value is spirit of Nirala which have not
changed in the more than half century. Others are as follows:
1) Continuous Improvement 2) Innovation
3)Integrity
4) Team Work
5)Social Responsibility
4. Business Expansion:
By 1994, Mr.Taj Din’s sons were debating to expand & reinvest
money in the business.
Faisal Farooq became the C.E.O of Nirala Group of Companies.
Faisal took up the challenge to modernize & expand Nirala Sweets.
Market Research:
Carried out by Faisal to know the hurdles & challenges of the
sweetmeat industries.
Sweetmeat products relevant to the people of age group 35-40.
He concluded that sweetmeat consumption is decreasing rapidly in
some occasions like marriages, Eid & birthdays.
People like to enjoy cakes & chocolates than a pack of old-fashioned
sweetmeat.
According to Faisal, industry seemed to be dying slowly but surely.
5. Marketing Strategies:
After gaining the research findings Faisal went about
defining the marketing strategies for Nirala Sweets.
Faisal know all the modern business concepts so he
implement all the business concept like:
a. Understanding the market place and customer needs
b. Designing customer driven marketing strategy
c. Integrated marketing plan
d. Building customer relationship
e. Capturing value from customers
f. Strategic planning
g. Marketing strategy and Marketing mix
6. ors
Differentiation:
Differentiating Nirala’s offering, despite of its
competitors,
Faisal differentiate Nirala’s offering, and positioned it as a young, hip, and
energetic brand targeting the urban youth.
For this purpose salespersons trained extensively on courteous customer
interaction, and uniform also changed with yellow colored T-Shirt & red Nirala’s
monogram.
Acting upon the market research, the size of a single serving reduced from 40-45g
to 15-20g and sugar content reduced.
New products like Firni and kheer packaged in modern single-serve cups
introduced.
We approached wealthy and sophisticated opinion leaders in Lahore &
Faisalabad. And suggested to use our products in celebrations of Graduations,
birthdays and marriages.
7. Customers Retention:
Due To marketing budgets Nirala can’t go on T.V but Music concerts and English
plays such as Moulin Rouge and The Phantom of the Opera were sponsored by
Nirala, and soon it became a cool brand for the young.
Expansion:
Lahories are known for there love of good food and the willingness to pay a
premium price for it. Customers in other cities of Pakistan did not have the same
passion for eating.
However, by 2008, Nirala had more than 46 highly sucessful retail outlets in nine
cities of Pakistan, In UK and Canada And two in the Middle-East, One in Dubai &
One in Sharjah.
Faisal Farooq:
In the last eight years, our sales have grown more than ten times. My next goal is to
penetrate the supermarkets.
8. Products & Services:
Mithai, Snacks, Dairy, Beverages, Packaging & Order Online.
Mithai:
Nirala Sweets has a complete range of over 150 delicacies to suit any taste.
Different types include regular mithai, mix mithai, sugar free mithai,
special mithai, cold range and complete range. Ranging from traditional
delights to novel and unique tastes.
Snacks:
Our saltish range is one of the best and can be had with a cup of tea, coffee
or a refreshing drink. It include Chips, daal masoor, daal safaid, mongra,
namak paray, samosay (potato & chicken) and sawaian.
Dairy:
An integrated milk and milk powder processing plant has been set up at
Tandianwala, near Faisalabad, under the name of Nirala Dairy (Private)
Limited. Our dairy milk was launched in June 2005, and now is the
favorite brand of most households. Our dairy products include Nirala
Doodh, Nirala Cream and Desi Ghee.
9. Beverages:
At Nirala we believe in consistent expansion of our product range as per
the expectations of the modern customers. Our beverages line is yet
another addition to the wide range of products relished by our prestigious
customers. It include Rabri Milk and Bouncer (Nirala’s juice by the name
of Bouncer)
Packaging:
Nirala offers over 80 different types of packaging. Beside traditional
paper and cardboard, we work with tin, wood, glass and handmade paper
to give you the flexibility and choice selecting the packaging that suits
your mood, taste and theme.
Order Online:
Send mithai to Pakistan and UAE from anywhere in the world. You can
send mithai, flower and gifts from anywhere in the world. “Let us carry
you emotions where you can’t make it yourself”.
Note: Nirala Sweets is also offering the tradional breakfast especially
prepared in Desi Ghee.
