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Monginis to open 600 stores by 2010-end

06 Oct 2009

Mumbai-based leading cake, pastry and bakery chain, Monginis is all set to extend its offering to the consumers by opening 600 stores by the end of 2010. Currently, the company reached the mark of 488 franchisee chain of outlets, mostly in western and eastern India, according to a company official.

Speaking exclusively to ImagesFood.com,Virendra Ghole, Marekting Head, Monginis Foods Pvt. Ltd said, “We are a very strong chain of 488 retail franchisees as of today. By the end of next year we wish to touch a figure of 600 retail franchisees. As far as our investment is concenred in the outlets is not much, since almost entire investment in the shop is brought in by the retail franchisee.”

The company is opening almost 10-15 new stores each month in Mumbai city alone. Even in a smaller city like Pune they have 50 Monginis outlets. From its base in west and east India, the chain is now consolidating its position in central India. It has entered Madhya Pradesh and set up ten stores in the commercial hub of Indore.

Further, the company has also diversified into manufacture and marketing of premium designer chocolates, entering a segment populated by the likes of ‘Fantasie’ and ‘Patchi’. It has launched chocolate bouquets of Rs 775 for a dozen chocolate balls gift wrapped in the shape of bouquets. The company intends to enter the super premium chocolates segments, selling ‘pure chocolates’, which will sell at around Rs 1,500 per kg.

Moreover, the company has tied up with retail majors such as Reliance Retail, Aditya Birla controlled ‘More’, D’Mart, Shoprite, Big Bazaar and Raheja’s Hypercity to sell its range of packaged products such as cheese straws, khari biscuits, bread sticks etc. The packaged fast-moving consumer goods kind of food products are being sold through normal kirana stores by setting up a network of distributors and stockists that covers almost 10,000 retail shops.

Spreading aggresively pan-India, Monginis is dishing out melt-in-the-mouth celebration cakes, cookies, chocolates, specialty breads, snacks and savories prepared by their executive chef Vishakha Shroff, as well as gift a cake online concepts, corporate surprises, party decoration ideas, and free home delivery.

—ImagesFood.com Bureau