Hyderabad’s Makers of Milkshake plans expansion

The food startup started its journey in 2013 and in the last five years has opened 75 stores in more than 12 cities in Southern India.

By Author  |  Business Bureau  |  Published: 12th Sep 2018  7:29 pmUpdated: 13th Sep 2018  12:53 am
Makers of Milkshake
Rahul Tirumalapragada, CEO & Founder of Makers of Milkshake

Hyderabad: When Rahul Tirumalapragada was in the UK for his MBA, he had tasted one-of-its-kind milkshake and was keen to replicate the same in his hometown – Hyderabad. Soon after returning from the UK, the entrepreneur bug bit him and the taste of the milkshake was still lingering in his tongue. And thus came into existence, Hyderabad’s very own exclusive milkshake brand Makers of Milkshake.

The food startup started its journey in 2013 and in the last five years has opened 75 stores in more than 12 cities in Southern India. With 50 stores in Hyderabad itself, the brand is looking to open 25 more outlets by the end of 2018 and is looking to reach 200 outlets by 2019-end.

“I have always wanted to become an entrepreneur and after completing my engineering from JNTU, I had started a technology company for hoardings. However, that did not work out properly for me and then when I went to the UK, I tasted a milkshake and stayed in my memory. After returning to India, I realised there is no exclusive milkshake brand in the country and that is how MoM came into being,” Tirumalapragada said.

After spending almost 6-9 months in research and development, the Hyderabadi entrepreneur was successful in convincing a hotel owner on Hyderabad-Bengaluru highway to provide a space for rent. After much cajoling, the owner gave in and the first store of MoM came into being. It took almost six months for the company to set up their second store which was done through franchising. Now, the food startup has about 73 out of 75 stores on franchise basis and has just two stores of its own.

“Going ahead, we are going to set up one outlet in the US and it should be launched in the second week of October. We are also going to set up six more stores in Chennai, seven more in Bengaluru and two outlets in Pune by the end of this year,” he said.

With a manufacturing unit of 35,000 bulks per month capacity, MoM’s USP, according to Tirumalapragada, is that it has one single mix for all milkshakes and then it puts the add-ons of the flavor that the customer requests. “This helps in maintaining standardization across all our product range,” he said. In terms of investment and revenue, MoM has had a turnover of Rs 25 crore 2017-18 and is targeting turnover of Rs 40 crore in the current financial year. It has invested about Rs 3 crore so far in the company and has a market share of 60 per cent in Hyderabad.