1. Introduction 2. How Keventers Appealed to Millennial Customers 3. Keventers' Franchising Strategy for Expansion 4. Competitive Environment Analysis - Porter's Five Forces 5. Key Differentiators for Premium Milk Delivery Service

1. KEVENTERS
Revival
Anindya Singh | PGP Rise - 2023-24

2. Contents
1 Introduction
2 How Keventers Appealed to Millennial Customers
3 Keventers' Franchising Strategy for Expansion
4 Competitive Environment Analysis - Porter's Five Forces
5 Key Differentiator for Premium Milk Delivery Service
6 References

3. Introduction
Interesting Insights from Sohrab Sitaram with his
experience in the industry.
A man who have seen it all and revived Keventers.
Founders (Revitalizers):
Sohrab Sitaram | Agastya Dalmia | Aman Arora

4. How Keventers Appealed to Millennial Customers?
Founders Agastya Dalmia
and Aman Arora targeted
millennials by reviving
Keventers Milkshake.
Utilized a sleek and
cursive glass bottle
design with the tagline
"the original milkshake
since 1925" to attract
young consumers.
Encouraged millennials
to share their milkshake
experiences on social
media platforms like
Instagram, turning them
into brand ambassadors.
Employed both
traditional and digital
marketing strategies,
including newspaper ads,
to engage millennials and
increase sales.
Adapted bottle designs
across occasions and
regions to keep the brand
fresh and appealing.
Founders'
Millennial Focus
Iconic Bottle
Design
Versatile
Branding
Social Media
Influence
Multifaceted
Marketing
01

5. Keventers' Franchising Strategy for Expansion
1. Shift to Master Franchise Model: More than 200 franchise requests per day prompted
Keventers to adopt a Master Franchise model, allowing for faster expansion and better
control.
2. Responsibilities of Master Franchisees: Master Franchisees were tasked with creating
multiple units, staff training, royalty collection, and expense management, enabling
streamlined growth.
3. Comprehensive Support: Keventers provided extensive support, including site selection,
store design, setup, marketing, and training, ensuring consistent brand standards.
4. Impressive Financial Growth: By the end of FY 2019, Keventers achieved a turnover of 1
billion INR from 250 franchises and 20 company-owned outlets, indicating successful
expansion across different city tiers in India and other countries with similar demographics
and climates.
● Vision 2025-26: Rs 700 crore system turnover, Rs 550 crore company turnover.
● Ice Cream Focus: Open 40 new stores.
● Delivery & Cloud Kitchens: Expand into D2C market.
● International Expansion: Beyond India, Nepal, UAE, Oman, Kenya.
02

6. Competitive Environment Analysis - Porters’ 5 Forces
03
Low barriers to
entry with a focus on
milkshakes, but
brand recognition
and established
franchise network
provide a
competitive
advantage.
Threat of
New Entrants
Keventers controlled
its supply chain by
manufacturing its
bottles, recipes, and
syrups in the Okhla
Plant, reducing
supplier power.
Bargaining
Power of
Suppliers
High brand loyalty
and quality of
products reduced
buyer power.
Bargaining
Power of
Buyers
2
1 3
Moderate threat from
other milkshake and
beverage brands, but
Keventers' unique
packaging and focus
on milkshakes
differentiates it.
Threat of
Substitutes
4
Competitive
environment
intensified with
similar milkshake
businesses entering
the market.
Keventers
differentiated
through its branding
and franchise
network.
Competitive
Rivalry
5

7. Key Differentiator for Premium Milk Delivery
Service
Quality
Assurance
Customiza
tion
Subscriptio
n Flexibility
Delivery
Experience
Exclusive
Packaging
Health
Focus
Loyalty
Programs
Ensure
high-quality,
premium
milk sourced
from trusted
farms
Offer
customizabl
e options for
milk types
(whole,
skim, etc.)
and flavors
Provide
flexible
subscription
plans (weekly,
monthly) to
cater to
various
customer
needs
Guarantee
on-time,
reliable, and
eco-friendly
delivery
Use premium,
eco-friendly
packaging to
reinforce brand
identity
Emphasize
the health
benefits and
purity of
premium
milk
Implement
loyalty
programs to
retain
customers
and reward
regular
subscribers
04

8. THANK YOU!
References:
https://www.newindianexpress.com/business/2017/nov/17/keventers-to-double-revenue-add-more-outlets-1703261.html
https://open.spotify.com/episode/4meHIaYWDKEDp2y7JbHBz0?si=bsmpy61UShW9UTlFfc8kNA&nd=1
https://www.mensxp.com/special-features/features/45361-meet-sohrab-sitaram-the-man-who-turned-milkshakes-into-a-100cr-business.html
https://retail.economictimes.indiatimes.com/news/food-entertainment/food-services/keventers-eyes-10-sales-growth-this-summer-plans-to-open-45-new-outlets/99435855
https://open.spotify.com/episode/4meHIaYWDKEDp2y7JbHBz0?si=bsmpy61UShW9UTlFfc8kNA&nd=1