Go Pure: Transitioning from a Regional to a National Brand

Abstract

Ashish Surana and Ranu Surana, a husband–wife team and owners of the Go Pure Ice Creams, were enjoying the success of their passion for developing and selling fruit-based ice creams. After they crossed the sales figure of ₹ 10 million sales with a network of 20 franchisees, mostly in Tier 2 and 3 cities, they dreamed of taking the brand to the national level, and that required them to launch the brand Go Pure in Metro & Tier 1 cities. However, this did not look like an easy task. They faced challenges in managing the existing franchisees regarding adherence to standard operating procedures (SOPs), such as not wearing headgear, not using branded cups at times, and not using gloves. The founders were very much concerned, as the perception could get diluted by these small but essential elements. The current model they worked on was to get one-time franchisee fees and charge them for the products they delivered. They wanted to address these issues; however, they faced a dilemma in choosing the options they were contemplating.

The first option they considered was getting the right influencer franchisees in prime locations in Metro and Tier 1 cities who will make their brand look fantastic at the national level. The second option they considered was to continue their spread in Tier 2 and 3 cities and become an aspirational brand for most urban and rural Indians. The other option they pondered was to infuse venture equity and open professionally managed, company-owned, company-operated (COCO) outlets in Metro and Tier 1 cities. They employed the services of a brand consultant to understand the perception and value of their brand in the minds of the target audience and how to leverage the same to fulfill their dreams.