Gianis conquers recession by expanding ice-cream business

New Delhi, Sep 15(ANI): An enterprising family of ice cream makers in the national capital has conquered the global financial melt-down by taking advantage of property crash to expand their business.

For nearly 50 years, Gianis, the makers of 'Rabri Falooda' (a traditional sweet made of condensed milk and vermicelli), has been operating from a single outlet in Delhi, since family patriarch Giani Gurcharan Singh set up the shop in 1950.

Now, the Gianis have taken advantage of the low rental and lease prices to beat the recession. They have opened a handful of outlets outside their old Delhi base, to reach out to customers who are fond of Gianis' ice cream.

"Recession has actually helped us because we have taken advantage of the low rentals. We have taken up more spaces and we have opened up more outlets so that it is convenient for the end user to come and eat ice cream at our shops," said Gurpreet Singh.

The third-generation of the business family also introduced a professional touch to the decades-old business, importing machines from Italy, putting supply chain systems in place and negotiating hard for lease spaces.

Their efforts seem to be paying off, as they have already expanded to 24 outlets from just nine outlets last year.

Gianis have also adapted to the change in modern day business, as they have introduced a range of product mixes. Their menu now includes ice creams, shakes and sundaes to woo new customers.

"First thing is our quality. We don't compromise on our quality, second is price also - our price is very competitive. It is bearable to the middle class families. It is light on pocket. A family with Rs 100 can come to our outlet and enjoy good ice creams," Gurpreet Singh said.

"Our margin of profit is very less. We always play on scale - high scale (volumes) - that is the main reason behind our success," he added. (ANI)