Nirula's is an Indian restaurant chain that traces its origins to 1934. It started with a 12-room hotel in Delhi and later introduced espresso coffee and China's oldest Chinese restaurant in Delhi. In the 1970s, it expanded into fast food with Delhi's first fast food restaurant. It now has over 70 outlets across Delhi, Haryana, Punjab, UP, and Bihar serving Indian and western fast food. In 2006, it was acquired by Navis Capital for $13 million who invested $7 million on modernization including an SAP implementation. It offers a variety of food and beverages at affordable prices targeting middle-class families and youth.

1. Presented by
Pankaj

2.  The chain traces its origins to the "Hotel India" opened at L-
Block Connaught Place, New Delhi (CP) in 1934, by "Nirula
Brothers", LC Nirula and M Nirula; it had 12 rooms, a
restaurant and a bar.
 In 1940, it started running the Indian Coffee House for
Indian Coffee Board at Janpath introducing espresso coffee,
which became an instant success
 In the 1950s, they started a 'Chinese Room' Restaurant,
Delhi's oldest Chinese restaurant at the premises.
 The 1970s 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

4. Nirula’s
Family and
Restaurant
Hotel
Potpurri
Pegasus
Bar
Ice cream
kiosks
Pastry
shop

5. They have 70 outlet Delhi - NCR and 12 restaurant
Recently Nirula’ opened a new franchise in patna
 Delhi: New Friends Colony, Punjab Bagh, Vasant
Vihar, Connaught Place, Vasant Kunj, Karol
Bagh, Preet Vihar, Greater KailashPart II
 Haryana: Gurgaon, Faridabad, Panipat
 Punjab: Pathankot Ludhiana
 Uttar Pradesh: Meerut, Ghaziabad, Noida
 Uttarakhand: Mussoorie
 Bihar: Patna

6.  Navis capital bought Nirula’s from its founders for Rs
90 crore in 2006
 Navis Capital has hired Deloitte for improving
operations
 Implemented SAP at backend
 Facility up gradation
 Total investment of 50 crore on modernization

8. MARKET
MIX
PRODUCT
PRICE
PROMOTION
PLACE
PHYSICAL
EVIDENCE
PROCESS
PEOPLE

9. PRODUCT
Nirulas offers variety of products like savories and pastries, vegetable and
non vegetable burgers and pizzas, sandwiches, cookies, footlongs, platters,
condiments and syrups, Indian food in form of thali, nan, roti, tandoori and
curries, ice creams, ice cream shakes, milk shakes, triple sundaes and various
beverages.
Thus Nirulas is one stop-eating joint for customers, which offers variety of
food, i.e. both Indian and western with plenty of other items that can be
consumed as snacks or as part of main meal.
PRICE
Nirulas offers its products at a fair price. Its vegetarian and non vegetarian
burgers range from Rs. 20 to Rs 60. Regular pizzas range from Rs 65 to Rs 105
both in the vegetarian and non vegetarian categories. Vegetarian and no
vegetarian thalis cost Rs 79 and Rs 89 to the customers. Footlongs range from
Rs 60 to Rs 75n tandoori and curries range from Rs 40 to Rs 110n sandwiches
cost Rs 46 and platters about Rs 60 to Rs 70. Condiments and syrups cost Rs
34 to Rs 60, ice creams Rs 20 to Rs 60. Soda fountain and beverages range
between Rs 10 and Rs 60. Apart from these super meal deals ranging from Rs
60 to Rs 120 are offered to the customers.

10. PROMOTION:
Nirula’s promotional activities are targeted towards children
primarily. They offer complimentary cakes and complimentary
present for the birthday child in children parties. Apart from this they
have an ice cream of the month, which is different every month. In
certain outlets, Nirulas offers free tea or coffee on orders in excess of
Rs 50. Apart from these Nirulas has super value meals that provide
greater value for money to customers.
PLACE
Nirulas outlets are evenly distributed throughout the Delhi and NCR
region. Nirulas generally opens its outlets in commercial areas which
are thickly populated throughout the day. Apart from this nirulas also
offers free home delivery to its customers.
PHYSICAL EVIDENCE:
Nirulas interiors are simple and yet a decent and cleanliness is
maintained in the nirulas outlets.

11. PROCESS
The food processing process is visible to the customers i.e.
if the customers desire they can view the food being
manufactured.
PEOPLE
The people involved in the production and delivery process to the
customers at nirulas have uniforms and aim to address to customers
orders as quickly as possible.

12. STRENGTHS
 Nirula’s is a strong brand.
 A very old name in the food and hospitality industry.
 Tie ups with IOCL and HPCL improve its reach
 Operational effectiveness with Deloitte as consultant

13. WEAKNESSES
 A weak brand differentiation.
 Wide menu with wide range of price levels. The
lowest being Rs 15 and the maximum Rs 4299.
 Lack of brand positioning rather an unclear
product positioning.
OPPORTUNITIES
 Increase in buying power of youth.
 Exploring markets in Haryana, Punjab, and North
East.

14. THREATS
 Aggressive players in fast food segment like KFC,
Mc Donalds , Pizza Hut, Dominos with a strong
product differentiation and renowned niche
products such as burger, pizza, chicken.
 Competition from gourmet restaurants such as
Sagar Ratna, Not Just Paranthas etc.
 Competition in Ice cream segment from Gianis,
Baskin Robbins etc.
 Competition in Café segment from café Coffee
day, Barista.

15. SEGMENT
Anyone who wants to have hygienic and good
quality food
TARGETING
Middle and upper middle class youth and families as
well as kid- younger age 8-20
POSITIONING
Indian fast food restaurant chain that
serves hygienic, good quality food at affordable price
specializing in Indian style western fast food

16. Major Competitors
 –Haldirams
 –Bikanerwala
 –McD
 –Dominos
 –Gianis
Minor Competitors
 Barista
 Nathu’s
 Local Restaurants
 Home Cooked food

17. Niruls
9%
KFC
9%
Pizza Hurt
8%
Mc Donalds
11%
Domino's
20%
Other
43%
Sales

18. Strengths
 High Brand awareness
 High quality image
 Good taste
 High Market Share
Weaknesses
 Seen only as Family restaurant
 Limitation of non-vegetarian food
 Failed healthy menu/ low fat products
 Less promotional offers

19. Opportunity
 People preferring more Indian food
 Increased purchase capacity
Threats
 Increased Competition from various Industries
 Health Conscious Consumer Trend
 Price War Business Practices

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