Daily Bread: premium bakery establishes pan India presence

Bangalore / IN. (beu) Gone are the days when one was happy with a loaf of bread or a sandwich with jam or cheese spread for a quick bite in the morning. If baking bread had evolved into a fine culinary art ages ago in Europe, bread is certainly breaking new grounds with upwardly mobile yuppie Indian class relishing European quality bakery, confectionery and speciality food products.

With the growing demand for healthy whole wheat bread, multi-grain loaf to a variety of breads garnished with exotic European ingredients to very Indian masala and curry leaf, bakery products have become a distinguished class of staple food on the subcontinent.

In tune with the demand for quality bakery products in metros, Bangalore-based «Daily Bread Gourmet Foods India» now comes to Hyderabad after its success with its first unit in Bangalore, set up in 2003. After its strategic partnership with Britannia last year «Daily Bread» plans to become a national brand, disclosed Vice-President, Operations and Business Development, Anup Pillai. Britannia Industries has a 50 percent stake in Daily Breads, says «FnBnews».

The company has set up a production unit with imported machinery at Kushaiguda in Keesara in Ranga Reddy district to start supplies in twin cities and suburbs from now on, «The Hindu» reports. Daily Bread is planning multi-pronged outlets in city-«premium stores» with entire range and variety of breads, sanwiches, salads, cakes, pastries, beverages and Julato, popular Italian brand ice-cream, «cake shops», «kiosks», «live bakeries» in hyper markets, «The Hindu» says.

Daily Bread in expansion mode

Daily Bread Gourmet Foods India is looking to establish a pan India presence for its branded freshly-baked gourmet brand – Daily Bread, taking it to ten cities over a three-year period, the Mumbai-based «Express Hospitality» (EH) reported in June this year. According to EH Daily Food will add at least 70 outlets this year. There were 17 outlets in Bangalore and Mumbai in June. Eventually, the brand plans to establish 250 outlets across the country. The company is promoted by Arjun Sekri, and Britannia Industries has a strategic stake in it.

Speaking to Express Hospitality in June, Anup Pillai, vice president, operations and business development of Daily Bread Gourmet Foods India, said, «Currently our retail segment accounts for 60 percent of sales, but we aim to balance our retail and institutional sales. Eventually, it is our aim to establish Daily Bread as a national brand». Its institutional strategy will be to target clients such as coffee chains, fast food chains, multiplex chains and hotel chains.

Its growth strategy is to acquire 1.500 to 2.000 square feet of space on lease or purchase. The group will tie-up with hyper marts, and malls, and is even considering airport kiosks to reach the target audience. The total bakery pie is growing at 35 percent year on year, and the time is right to expand operations, added Pillai. The company also has a gelato brand – Daluca – which has seven outlets and a presence in Chennai, Bangalore, Delhi and Mumbai, and the group wants to establish 100 Dalucas within three years.