ce cream is the new coffee. Now that the concept of coffee chains doubling up as hang-outs is well established in metro markets, ice cream chains are trying their hand at this concept. At least Baskin-Robbins is. The chain is now planning to launch a series of sit-down, large-format stores in Tier I and II towns in the next year. The company has already experimented with such a store in Hyderabad.

Baskin-Robbins launched in India in 1993 as a joint venture between UK-based Allied Domecq and Ghai Enterprises, and now has 170 ice-cream outlets, most of which are franchised. But it has never really been able to establish itself as a cult brand. Does Baskin-Robbins expect things to change now?... more