Nirula's
- Company typePrivate
- Founded1934
- HeadquartersNew Delhi, India
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Nirula's firmographics
Firmographics- Name
- Nirula's
- Legal name
- Nirula's Foods Pvt Ltd
- Website
- https://nirulas.com
- Company type
- Private
- Founded year
- 1934
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Nirula's industry classification
Industry- Product category
- Quick-service restaurant (fast food and ice cream chain)
- NAICS
- Limited-Service Restaurants (722513), Ice Cream and Frozen Dessert Manufacturing (311520)
- SIC
- Retail-Eating & Drinking Places (5810), Ice Cream & Frozen Desserts (2024)
- akta.pro primary industry
- Dessert QSR (Ice Cream, Donuts, Cookies) (THAFAAAK)
- akta.pro secondary industries
- Ice Cream & Refrigerated Desserts (CRADACAE), Grocery & Specialty Food Marketplaces (CRAFABAE)
Keywords
Where Nirula's is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices7 records
Markets served
Nirula's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Restaurant Sales (Dine-in): Revenue from customer dining at 150+ Nirula's outlets across Delhi/NCR, Chandigarh, Dehradun, Lucknow, and other cities. Outlets serve ice cream parlour experience, hot shoppe (burgers), pizzas, and full meals.
- Food Delivery/Online Ordering: Revenue from delivery orders placed through delivery.nirulas.com and third-party aggregators (Blinkit, Amazon, Instamart). Late night delivery service available with minimum order value of Rs 499.
- Catering Services: Catering for events including birthday parties, family gatherings, house parties, corporate events, luxury car dealerships, concerts, and cricket matches. Also provides daily meal boxes.
- Franchise Fees: Revenue from franchise owners operating Nirula's branded outlets. Company offers franchise inquiry form on website.
- FMCG Retail: Ice cream pints and products sold through GT (General Trade) and MT (Modern Trade) stores, convenience store kiosks, and e-commerce platforms. Presence in 50+ stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Late Night Delivery |
| Transaction based/ take rate | Pay-as-you-go | BR Rewards Loyalty Program |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels5 records
Nirula's product offering
Product offeringCore offering
Nirula's is a multi-cuisine quick-service restaurant chain selling handcrafted ice creams, sundaes, burgers, pizzas, and hot food across 150+ outlets in India. The offering spans a flagship ice cream and hot shoppe concept plus 12+ sub-brands (Valentino Pizzeria, BIGBOY Burger, Chinese Room, N51 Flavours, Desi, Wrapp'd up, Batter Days, Cocoa Alchemist, Cafe Healthy High, Chaatoos, Nirula Da Dhaba, Jus Chkn) and is complemented by event catering, late-night delivery, and FMCG ice cream distribution.
Product overview
Nirula's is a multi-sub-brand Indian restaurant chain built around a flagship fast food and ice cream business (offering iconic items like Hot Chocolate Fudge, burgers, pizzas, and 51+ ice cream flavours). The portfolio consists of 13 distinct sub-brands: Valentino Pizzeria (Italian pizzas and pasta), BIGBOY Burger (specialty burgers), Chinese Room (dimsums and Asian cuisine), N51 Flavours (handcrafted ice creams), Desi (Indian dishes), Wrapp'd up (wraps), Batter Days (French bakery), Cocoa Alchemist (bean-to-bar chocolate), Cafe Healthy High (healthy options), Chaatoos (street food), Nirula Da Dhaba (Punjabi dhaba cuisine), Jus Chkn (fried chicken), plus a Catering Service. The sub-brands operate both as standalone outlets and within Nirula's main restaurants, unified by principles of fresh, in-house preparation using quality ingredients.
Differentiator
Problem solved
Functional benefit
Brands
- Valentino Pizzeria: Sub-brand specializing in authentic Italian cheesy pizzas, made with 100% cheese which is a mix of Cheddar and Mozzarella. Offers pasta and gourmet pizzas.
- BIGBOY Burger
- Chinese Room
- N51 Flavours
- Desi
- Wrapp'd up
- Batter Days
- Cocoa Alchemist
- Cafe Healthy High
- Chaatoos Street Food
- Nirula Da Dhaba
- Jus Chkn
Products and services
- Nirula's (Main Brand) Flagship restaurant concept offering 51+ handcrafted ice cream flavors, sundaes, Hot Chocolate Fudge, burgers, pizzas, and Indian, Continental, and Asian cuisines for dine-in, takeaway, and delivery customers across India.
Quantifiable outcome
- 150+ outlets across India with 90%+ pin code coverage in Delhi NCR
- +3 more outcomes
Companies that use Nirula's
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Nirula's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nirula's partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Coldsmith Retail Services Pvt. LtdcoreParent company since 2018 relocation. Comprised expanded production facilities with latest equipment. Enabled expansion from limited outlets to 150+. Handles manufacturing operations including Central Kitchen, ice cream production, and bakery.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
Nirula's competitors and assessment
Company assessmentDirect peers
- Jubilant FoodWorks (Domino's India): Operator of Domino's Pizza in India, with 1,500+ outlets and the dominant QSR pizza chain. Directly comparable to Nirula's as a multi-brand Indian QSR operator with dine-in, delivery, and takeaway — and a direct head-to-head competitor on pizza occasions through Nirula's Valentino Pizzeria sub-brand.
- McDonald's India (Connaught Plaza Restaurant / Hardcastle Restaurants): Operates McDonald's restaurants across North and West India. Direct QSR competitor with similar target customers (families, young consumers), overlapping Delhi/NCR footprint, and comparable burger-and-fries positioning to Nirula's BigBoy Burger and main fast-food offerings.
- Burger King India (Restaurant Brands Asia): Burger-focused QSR chain with 250+ outlets across India. Direct competitor to Nirula's BIGBOY Burger sub-brand in the burger category, with comparable price points and overlapping presence in Delhi NCR and other Tier-1 cities.
- Pizza Hut India (Devyani International): Operates Pizza Hut dine-in and delivery restaurants in India. Directly comparable to Nirula's Valentino Pizzeria sub-brand as a pizza QSR competitor, with significant Delhi/NCR presence and similar family-dining positioning.
- KFC India (Devyani International): Fried chicken QSR chain with hundreds of outlets across India. Direct head-to-head with Nirula's Jus Chkn sub-brand and comparable QSR positioning (dining, delivery, late-night snacking) targeting similar young and family segments.
- Haldiram's: Iconic Indian QSR and packaged foods brand with restaurants, sweets, namkeen, and frozen foods. Comparable to Nirula's as a heritage Indian multi-category food brand with both restaurant and retail FMCG distribution, and direct overlap in Indian sweets/desserts and snacks occasions.
- Naturals Ice Cream: India's largest pure-play ice cream specialty chain with 130+ outlets. Most direct competitor to Nirula's ice cream parlour positioning (N51 Flavours), with similar fruit-based and experimental flavor innovation and overlapping presence in Mumbai, Pune, and other metros.
- Havmor Ice Cream: Gujarat-headquartered ice cream QSR chain with parlour and packaged retail presence. Directly comparable to Nirula's on ice cream parlor format (Havmor's ice cream cafes), product breadth, and Tier-1/Tier-2 city footprint.
- Wow! Momo: Indian QSR chain with 600+ outlets across momos, burgers, Chinese, and street food categories. Comparable to Nirula's as an Indian-origin multi-brand QSR operator targeting younger consumers with diverse cuisines at accessible price points.
Emerging players
- Giani's Ice Cream: Delhi-headquartered heritage ice cream chain and FMCG brand with parlor outlets and packaged retail distribution. Direct overlap with Nirula's ice cream heritage positioning, Delhi NCR roots, and growing GT/MT presence in a comparable growth phase.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Nirula's social profiles
Digital presenceNirula's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nirula's leadership team
Management profileNumber of profiles
Profiles3 records
Nirula's funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nirula's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nirula's
What does Nirula's do?
Nirula's is a multi-cuisine quick-service restaurant chain selling handcrafted ice creams, sundaes, burgers, pizzas, and hot food across 150+ outlets in India. The offering spans a flagship ice cream and hot shoppe concept plus 12+ sub-brands (Valentino Pizzeria, BIGBOY Burger, Chinese Room, N51 Flavours, Desi, Wrapp'd up, Batter Days, Cocoa Alchemist, Cafe Healthy High, Chaatoos, Nirula Da Dhaba, Jus Chkn) and is complemented by event catering, late-night delivery, and FMCG ice cream distribution.
Is Nirula's a public or private company?
Nirula's is a private company. It is classified as private equity controlled and is currently operating.
When was Nirula's founded?
Nirula's was founded in 1934. It employs 501 to 1,000 people.
Where is Nirula's based?
Nirula's is headquartered in New Delhi, India, in the Asia region.
How does Nirula's make money?
Five revenue lines are on record. Restaurant Sales (Dine-in) is the primary driver. The others are food Delivery/Online Ordering, catering Services, franchise Fees and FMCG Retail.
Who are Nirula's's main competitors?
Direct peers on record are Jubilant FoodWorks (Domino's India), McDonald's India (Connaught Plaza Restaurant / Hardcastle Restaurants), Burger King India (Restaurant Brands Asia), Pizza Hut India (Devyani International), KFC India (Devyani International), Haldiram's, Naturals Ice Cream, Havmor Ice Cream and Wow! Momo. Giani's Ice Cream is listed as an emerging player.
Does Nirula's have an API?
No public API is recorded for Nirula's.
What industry is Nirula's in?
Nirula's's product category is Quick-service restaurant (fast food and ice cream chain). Its primary akta.pro industry code is THAFAAAK, Dessert QSR (Ice Cream, Donuts, Cookies), with a secondary code of CRADACAE, Ice Cream & Refrigerated Desserts. Its NAICS code is 722513 and its SIC code is 5810.