Nirula's: Revitalizing a Made in India Legacy Brand

This case examines the decline of Nirula’s, a once prosperous fast-food chain in India. Nirula’s, founded in the 1970s, introduced Western-style fast food in India. The firm tailored its menu to suit the regional tastes and preferences. The brand’s pioneering method of combining several culinary traditions led to a loyal consumer following, especially among the millennial demographic in Northern India. However, Nirula’s had enormous challenges due to the emergence of international fast-food chains like McDonald’s. It also faced issues related to availability and ambiance and struggled to stay relevant among younger customers. This case relates to rejuvenating and reviving a declining brand.

This case will benefit students in bachelor of business administration and master of business administration programs with marketing or retail marketing specializations. Students will learn about brand management, marketing strategies, and consumer behaviour analysis. Upon completion students will have completed the following learning objectives: <ul><li>Examine Nirula’s history and identify major milestones and choices that influenced its direction.</li><li>Understand the competitive environment of the Indian quick-service restaurant business, including global brand entry and strategy.</li><li>Understand how customer preferences and habits change, influencing brand loyalty and market share.</li><li>Create tactics for resurrecting a historic brand, including rebranding, menu innovation, and digitalization.</li><li>Conduct sentiment analysis to assess customer attitudes and areas for improvement and harness strengths in marketing initiatives.</li><li>Investigate the obstacles family-owned firms confront in maintaining growth and adjusting to the market.</li><li>Recognize the significance of innovation and adaptability in brand preservation and staying competitive.</li></ul>

• brand revival
• value
• emotion