Keventers The Legacy Of 93-Year old Swedish Brand

• 55
• 0

Keventers, a 93-year-old iconic Indian dairy brand founded by a Swedish national, is now a rapid growth after being dormant for a while. 

Founded in 1899, the company has just recently yielded the desired results. Keventers, currently led by Sohrab Sitaram, has been enormously successful. However, this was not the situation until a few years ago. 

Even though the roots of the firm age back, Gen Z & millennial generations are still opting to choose one of the best brands in the milkshakes.  Keventers, which began as a dairy manufacturing firm in Delhi, has successfully turned milkshakes into a retail segment, trailblazing the use of the glass bottle. 

In 1940, industrialist Ram Krishna Dalmia purchased the brand from its Swedish owner, dairy technologist Edward Keventers, who had established a farm in Chanakyapuri, Delhi, in 1925. It started with selling milk powder but has now expanded to include condensed milk, shakes, and ice cream. Unfortunately, it got shut down in 1970 because Chanakyapuri was becoming a diplomatic colony.

To carry on the legacy to the future generation Agastya Dalmia in 2013 along with a friend, Aman Arora re-started Keventers Milkshake in New Delhi.

They launched it in 2013, in just one location in the Pitampura area of west Delhi, wherein rentals were affordable, serving ten different milkshake flavours. Unfortunately, they closed their doors after only four months. Dalmia had been considering the company as a side gig. 

They did not use the famous glass bottle for which the brand was formerly known when they first began, instead, they were serving in PVC cups. The two went back to come up with a new plan. They were ready in 2015, and this time they chose to set up a business in the Select CityWalk mall in south Delhi.

The strategy was successful and the company had launched four more stores in Delhi malls by March 2016. In 2018, they decided to expand their menu beyond the 19 milkshake flavours to include sundaes and ice cream. Last year, four new smoothies were added to the menu. In certain places, they are increasingly exploring savoury foods. 

The choice to resurrect the glass bottle with a unique sticker design for each area that had become instantly recognizable in its early years proved to be an effective move, distinguishing it from the competition and guaranteeing brand recognition whenever the containers were repurposed in households. 

Currently, 55 per cent of the stores are managed by the company, up from 10% in the 2016-18 period. The founder believes that the company-owned outlets serve as a baseline. The founder believes that the company-owned outlets serve as a baseline.  

Keventers, which has locations in Dubai, Sharjah, Oman, Nepal, and Kenya, plans to open another 40 franchise locations in India and the Middle East within the next six months. According to market research firm IMARC, it is expected to increase at a CAGR (compound annual growth rate) of 25.3 per cent from 2021 to 2026.

Milkshakes price between 149 and 299 dollars, whereas ice cream costs between 99 - 314 rs for a 450ml tub. It is now delving at how to keep up with evolving attitudes toward healthier foods and beverages. As a result, vegan milkshakes and savoury snack alternatives are being considered.

To grow its consumer base, Keventers has learned to use the food apps Zomato and Swiggy. Online takeout has increased from 5% of their revenue in 2015-16 to 40%.  When compared to February 2020, the business has increased by 20%. In 2021-22, they anticipate revenue of 70 crores. 

The firm is also focused on environmentally friendly packaging. Dalmia recognises that this will be costly. Keventers' staff seems ready to uphold their heritage and lead the renowned business into a promising future, combining allure with a modern flair.