A classic milkshake brand is wooing India’s millennials with nostalgia and Instagram-worthy glass bottles.

  • In 1920s. Edward Keventer, a Danish dairy entrepreneur, decided to establish dairy manufacturing units in India.
  • The ownership of the company changed hands in 1940, with Ram Krishna Dalmia taking over the reins.
  • Despite the chaos during the independence era, Keventers thrived, and already had over 48 distribution outlets across Delhi, including the famous Connaught Place.
  • In the late 1960s, Keventers even began supplying milk powder and condensed milk to theIndian Army.
  • In the 1970s Malcha Marg, the main factory, had to be shut down during the time due to the government’s reacquisition of the land. The management began to lose interest in the brand.
  • The brand itself didn’t die though.A handful of distributors continued to run a few outlets (without any formal recognition from the Dalmias)
  • In 2015, Agastya Dalmia(Dalmia’s grandson) and his partners Aman Arora and hospitality consultant Sohrab Sitaram, decided to revamp and reintroduce the brand, giving it a new look and feel. They opened their first outlet in South Delhi and that marked the emergence of the new Keventers era.
  • Keventers, up till then, was a brand known and remembered by Gen-X. The challenge was to establish a brand presence and recall value among the Gen-Y.
  • The other challenge was getting a hold of the traditional recipe Keventers had. It was a challenge as a lot of the original recipe created had passed away and tracking it down was a task in itself. However, the brand managed to find them ultimately.
  • The trio began by starting their first outlet in March 2015 at Select City Mall in Delhi. By January 2016, there were four outlets. They had to grow faster, and hence, they decided to take the franchising route
  • “We are expected to open at least eight to 10 franchises per month. Currently, we have about 50 locations signed/under construction, along with master franchisees sold for all of India, as well as countries like Kenya and Nepal,” says 26-year-old Agastya.
  • Keventers has 77 outlets in total out of which 6 are company-owned and rest are franchisees. The brand had adopted franchise model as the mode to expand the brand presence across the country and simultaneously create a niche category vis-à- vis milkshakes.
  • The brand is planning to open 230 outlets before the end of this financial year. They have even sold a master franchise in the US. 
  • Today the brand clocks in an average sale of Rs 1,20,000 per day and targeting to launch 8 to 10 franchises per month.
 Coupling old world charm with modern boldness, the team at Keventers looks all set to do their legacy proud and take the iconic brand into a bright future.
Source: http://bit.ly/2eERjwm,http://bit.ly/2zDylMohttp://bit.ly/2jum3jC, http://bit.ly/2in5wzF

 

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