Keventers, creator of the iconic milkshake is India’s first very own ‘Made in India’ brand. Established in 1925 by Edward Keventer. It then became famed for its milkshakes. Keventers, founded in the 1920s. It was one of the first milkshake brand in India. The brand, was based in Delhi, was first established by Danish dairy entrepreneur Edward Keventer. Ram Krishna Dalmia, an industrialist, later bought it. After the 1970s, the company started to decline, and was running in a small capacity. The brand was then revived in 2015 by Agastya Dalmia, Aman Arora and Sohrab Sitaram. They made milkshakes using some of the grandfather’s old recipes. Since then, Keventers has made a comeback and significantly increased its presence in the country.
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The company chose the retail route and opened more than 200 stores throughout the nation. Keeping the vintage tone alive with its signature glass bottles. The trio has completely revamped the brand in a way that makes it strike a chord with modern-day consumers. Presently Keventers has brand presence across India, Nepal, UAE, Oman and Kenya. We spoke with the Founder and CEO of Keventers, India’s first authentic “Made in India” milkshake brand, Mr. Agastya Dalmia. Agastya has always been very excited about his journey with Keventers. They are aggressively changing and evolving its identity through unique marketing-led activities, pan India campaigns and creating an image that Millennials can truly relate to.
Can you tell us about Keventers as we know it today?
A legacy dating back to 1925, Keventers is synonymous with delicious dairy products; combined with the feeling of nostalgia and love for the modern. Being an iconic milkshake brand, Keventers’ core brand values lie in celebrating the past of making authentic and delicious milkshakes and desserts, while bringing in the flavours of today to the world.
How did you go about positioning Keventers when market is full of so different kinds of beverages?
The value proposition of Keventers reflects in its exclusive product of Milkshakes and Desserts which is a combo of both quality and taste; also, in the attractive packing of milkshake bottles/Jars of Keventers, which have also become collectibles among its diverse consumer base! It is one of India’s few successful dessert brands, which over the years, has introduced unique and fun consumer-engaging marketing strategies. That have ultimately positioned the brand as a favorite amongst the millennials and Gen Z.
How did you go about managing the distribution to ensure quality of your products across all outlets?
The brand follows standard recipes and operating procedures to maintain a consistent menu across all its outlets. This allows them to ensure quality and consistency, leading to a strong brand presence.
What are your plans for 2023 as Keventers onboards Jubilant as a minority partner?
The brand is planning to open new stores and expand its footprint pan India and globally, while also foraying into alternate channels such as D2C, FMCG, and cloud kitchens. It plans to open over 300 stores in the next three- four years with the additional aim to grow the ice cream business. Which has shown tremendous growth since the pandemic.
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What are new trends to watch out for in 2023 in F&B sector?
In 2023, the food and beverage industry is expected to witness trends reflecting changing consumer preferences and an increasing focus on health, sustainability, and convenience (i.e growth in online delivery services). One of the biggest trends to emerge in the food and beverage industry has been direct-to-consumer. E-Commerce – helping brands with consumer behavior insights and ultimately resulting in a more customized user experience in the upcoming years.
With more people inclining towards wellness, there would be an increase in the demand for plant-based diets, thereby providing product diversification opportunities to brands. Increased transparency in the products being consumed(calorie count info) is also one of the most significant emerging trends.
