Pinkberry, the world’s leading yogurt retailer, has expanded into India, its 19th global market, with the opening of three stores in Mumbai, Bengaluru, and Chennai on the same day. The brand has been brought to India by JSM Corporation Pvt Ltd., who also operate Hard Rock Café, California Pizza Kitchen and Trader Vic’s in India.
Pinkberry and JSM Corporation worked together to regionalize the menu with locally relevant flavors, recipes and toppings. Toppings include fresh fruits and local favourites like poppy chikki, mint and tamarind chutney and chopped dates. Apart from yogurt Pinkberry also serves lassis and yogurt bowls that are topped with local favorites – like Dhokla and KhattaMeetha
Talking of his reasons behind bringing the brand to India, Jay Singh, Co-founder of Jsm said, “It’s great brand, a leader across the globe and has a fantastic product. Currently there’s an explosion in the yogurt market. That happens in every industry – when something is hot, a lot of people come in. But then you go through a period of consolidation. For us it’s the perfect timing. Frozen yogurt as a category as been well accepted. The consumer has been educated and now we will hopefully take it to the next level. I don’t believe that being a first mover is a significant advantage in this particular space. I think the early people spend a lot of time educating the customer so it’s a slow start. We are coming at a stage when the market is ready for it.”
JSM who owns the brand in India doesn’t believe in sub franchising and plans to own and operate all Pinkberry outlets in India. Currently there is one each in Mumbai, Bangalore and Chennai. The Bangalore outlet located on the 100 Ft road is spread across 1000sq ft. The 500 sq ft Pinkberry in Chennai is located at the Phoenix Marketcity, strategically placed between California Pizza Kitchen and Hard Rock Café. The Mumbai outlet in Bandra is 700 sq ft.
The investment in the Mumbai outlet is Rs 80 lakhs and JSM plans to break even in 4 years. Future plans include 100 Pinkberry outlets in the next 5 years.
By Nivedita Jayaram Pawar