Mohit Khattar on how Baskin Robbins is redefining celebration through dynamic approaches

In this engaging conversation with Adgully, Mohit Khattar, CEO, Graviss Foods, Baskin Robbins, speaks about the brand’s remarkable journey during the festive season. Known for its innovative and indulgent offerings, Baskin Robbins has continuously delighted consumers by combining tradition with modern flavours.

From navigating the rapid growth of quick commerce platforms to unveiling festive-themed treats inspired by India’s rich traditions, Khattar shares how the brand has adapted to evolving consumer preferences. He also sheds light on their marketing strategies, operational efficiencies, and the shifting trends in consumer behavior that are shaping their future strategies.

While speaking about how the festive season performance has been this yeat, Khattar noted that growth rates in the festive season can be quite misleading as festive dates over years tend to differ. “But in general, we continue to grow our business across channels. The festive season has brought in the much-needed sparkle and provided a fresh impetus to our growth trajectory,” he added.

The significant growth of the quick commerce ecosystem in India has been creating a buzz in recent times. Acknowledging this phenomenon, Khattar said, “We have been witnessing a near revolution in the quick com space, with sales more than doubling every year for the last few years. Though other online (aggregator delivery based) platforms remain a significantly larger constituent of our sales, we have witnessed a slowdown in growth rates on these platforms specifically in the last quarter, with sales likely transferring to Q-com platforms.”

He pointed out that this year during the festive season, too, quick commerce sales have galloped, with growth rates being nearly 10 times higher than those of aggregator-based platforms over the same period last year.

“So, overall quick commerce is helping consumers connect better with our brand, promising them more convenient access while helping deliver growth for our business,” he added.

Inspired by the joy and traditions of India’s festivals, where celebration and indulgence go hand in hand, Baskin Robbins is embracing the evolving tastes of its consumers, who cherish familiar flavours while also wanting to explore unique and exciting flavours and products.

“Catering to this growing tribe, our approach is rooted in delivering a rich blend of tradition and innovation,” Khattar said, further informing, “This season, we have introduced India-inspired flavours and treats that add to the festivity and make every moment sweeter. These include Rabdi-Jalebi ice cream, Iranian Pista Kulfi Sundaes, and Carrot Halwa Sizzlers, as well as global favourites like the globally trending croissant cone sundaes, salted butter popcorn ice cream, crunchy honeycomb ice cream, fudgy cookie sundaes, celebratory cakes, and bite-sized ice cream rocks. The products are available across our Parlours and Online aggregator platforms and the sundaes specifically are being especially lapped up by consumers.”

Elaborating on the various marketing initiatives to enhance brand visibility and engagement, Khattar said, “We started the festive season during the Ganpati festival with the launch of our 1000^th store in Mumbai. This was not just a celebration for us as a business, but also for our consumers. The consumer promotion was promoted across radio, social and digital platforms.”

This was followed by the launch of a new season product offering, as well as a host of initiatives. These included new in-store collaterals, campaigns on social platforms and more.

He further said, “Our influencer associations have helped pique interest in the brand and drive sales for us. Additionally, we participated in several events and showcased our new products to event goes, helping us connect with our audience on a one to one basis.”

“We operate a hub-and-spoke model, wherein we ensure that our hubs are adequately stocked up to cater to season fluctuations in demand and we can ensure timely deliveries while maintaining product freshness and integrity,” he added.

Speaking about the key trends seen in consumer buying behaviour, Khattar said, “The big story remains the emergence of convenience shopping (through Q-com) as well as the evolution of the customer palate beyond traditional flavours. Consumers are now savvy and a lot more discerning. The growing popularity of impulse packs hints at faster growth in individual gratification in our category.”

Elaborating on how he anticipate these consumer trends to influence the brand’s strategies in the times ahead, Khattar said, “Our strategies are usually developed around the preferences of our consumers. We have over the last couple of years, attempted to stay ahead of the curve by developingproduct options that consumers haven’t experienced before. So in a sense, we will continue to work on the same strategy and bring in the most innovative and appealing products and experiences for our ever evolving base of consumers. Also, we will continue to invest behind channels that are experiencing greater consumer traction.”

Also Read: In the last couple of years, Baskin Robbins has grown at a CAGR of 30%: Mohit Khattar