A Culinary Brand Stands Strong Amid Competition

Delhi-based Nirula's and its iconic hot chocolate fudge, the most ordered and lovable ice-cream sundaes, are still the talk of the town and standing strong with all its legacy amid big famous fast-food chain brands.

Here is a quick run-through to understand and appreciate Nirula's culinary journey amid neck-to-neck competition. Started in 1934, its relevance has only increased with each passing decade. 

It started by Nirula Brothers launched 'Hotel India' in Connaught Place. The hotel used to have 12 rooms and a restaurant with a Bar License. In 1940, Nirula's started a large new restaurant at L-Block, Connaught Place, where they introduced ballroom dancing and cabaret, making it popular among both Indian and foreign guests.

This is a one-of-a-kind old-modern restaurant, which later became the Brasserie that paved the way for the first modern cafeteria in India that served beer and liquor along with a variety of dishes. Subsequently, the business experienced fluctuations as it relied on the quality of evening performances. Therefore, the restaurant was eventually replaced by The Brasserie.

The love for Chinese cuisine is not recent. In fact, it also has a history. In 1950, Nirula's started the Chinese Room. Nirula's made history by opening the first Chinese food restaurant in Delhi, introduced by the first Indians to do so. Their first chef was Li Wo Po who came to India with Chiang Kai Shekh. Today, Chinese food-love has crossed all the borders and many pan-asians restaurants are serving different varieties of noodles and other authentic Chinese cuisine. 

After experiencing the flavours from our neighbouring country, Nirula's brothers didn't rest; they continued their experiments. This time, they introduced espresso coffee to India in 1954. Gaggia, the inventors of espresso coffee machines, granted Nirula's the distribution rights for their machines, which Nirula's then sold to luxury hotels and restaurants. In 1950, Nirula's expanded by opening a new store. Subsequently, in 1958, Nirula's Hotel became the first modern 3-star hotel in India. Two more restaurants, La Boheme and Gufa, were opened in 1960. Gufa was the first deluxe restaurant in India, featuring unique seating arrangements and offering silver thali service in a romantic ambience.

Expansion Spree
The Nirula's brother didn't stop here and jumped into a sweet pool to start a pastry shop in 1972. In the same year, the new chapter unfolded with the opening of the Snack Bar, a place where people could gather and savour quick bites. The concept clicked instantly, and it became a favourite hangout for many. Then, in 1977, Nirula's introduced the Hot Shoppe, offering delectable treats that were a hit with customers.

As the years passed, Nirula's desire for expansion grew. In 1985, they ventured into the heart of their operations, setting up the Central Kitchen in Okhla. This central hub comprised various sections, including the fruit section, bulk kitchen, ice cream section, and bakery. It was a significant step towards ensuring quality and consistency in their offerings.

The Year To Remember
This was the year it became a hot spot for children. In 1989, Nirula's initiated a birthday club for children up to the age of 13. To become a member, children had to fill out a form stating their date of birth and address, which they could drop off at any of our restaurants. On a child's birthday, a beautiful and trendy card was sent to their home, entitling them to a complimentary scoop of ice cream at any Nirula's Restaurant, along with a 10 per cent discount on their birthday cake.

But there's more to the story. Nirula's also made a mark in the realm of school achievements. Many millennials may recall enjoying a free scoop of ice cream by presenting their school report cards. This program was introduced by Nirula's in 1991 to encourage academic excellence among school children. Students who secured 90% or higher or earned an overall A grade in their final exams were entitled to a free Triple Ice Cream Sundae.

History
One must have heard of and visited many museums, from those dedicated to science and history to even the Sulabhi Shochalaya Museum. In 2007, Nirula's became the first ice cream parlour to feature a museum. It was a pioneering concept in Delhi, where children used to travel to this unique museum in a special bus, where they could witness the inner workings of an ice cream parlour, observe the machinery in action, and see how ice cream was made, providing them with a truly multi-sensory experience.

Nirula's has always been committed to expanding and enhancing its existing market. In 2018, the company underwent a significant transformation, relocating to Noida under the umbrella of Coldsmith Retail Services Pvt. Ltd. This move included the expansion of production facilities, equipped with the latest machinery, and a substantial increase in the number of outlets, with over 150 and still growing.

Alongside this growth, they introduced new sub-brands such as Pan Asian, Batter Days, Wrapp'd Up, Chaatoos, and Cafe Healthy High. This expansion extended their reach across India, adding to their reputation as a well-known and trusted brand recognized for offering high-quality products at reasonable prices. Their primary objective is to embody and communicate strong values.

The legacy of legendary service at Nirula's encompasses a delightful array of offerings, including ice creams, sundaes, burgers, pizzas, and much more. Today, we proudly stand tall with a presence in over 150 locations spanning Delhi/NCR, Chandigarh, Dehradun, and Lucknow.

With an impressive network of 150+ outlets, we have introduced a delightful palette of 51+ flavours of ice creams, sorbets, and refreshing summer coolers. Our food menu has been thoughtfully revitalized, featuring an enticing array of cuisines, including Indian, Pan Asian, Continental, American, Italian, and a delectable selection of bakery items. These are lovingly crafted in-house, following the French-style bakery tradition, using only butter and no oil, ensuring a culinary experience that's both exquisite and indulgent.

Since it was established, Nirula's has consistently been at the forefront of introducing iconic dishes to Indian palates. From crafting the OG Hot Chocolate Fudge to unveiling the indulgent All-American Banana Split, Nirula's has been a pioneer of culinary creativity. The brand has introduced Delhiites to the world of pizzas and burgers, which have now become beloved favourites despite the tough competition in the market. As it has also created sister brands like Café Healthy High, Valentino Pizzeria, BigBoy Burger, and Pan Asian, the culinary special continues to innovate and adapt, staying attuned to market preferences and setting new trends.