The Nirula's Story

I spent a considerable number of years hearing about the ‘great consumer experience’ that could only be ‘experienced’ abroad. Anywhere abroad, I asked? The spectrum for ‘abroad’ for most Indian’s was restricted to the US and the UK. Would I find the same costumer experience in Dhaka or Mogadishu? I seriously wondered! These lamentations have come into my mind since a friend of mine visited ‘Nirula’s’ the other day. Ah! ‘Nirula’s’ for those of you that haven’t had this baptism of fudge, ‘Nirula’s’ was India’s only fast food joint till almost a decade ago. There were several in New Delhi and one in Kathmandu. Yes, I have eaten there as well. There is a different novelty in finding a home grown brand ‘abroad’ … Nepal is pretty ‘abroad’ in my opinion! See that’s my take on home grown, the guy behind the counter is ‘uncle’ and he will remember you the next time you come and your friends will think ‘Nirula’s’ is your haunt, that’s the perfect life for a 12 year old. ‘Nirula’s’ also holds the symbolic title of ‘the place of many firsts’ … it was the place I saw a film star for the first time, I found my first ‘crush’, I got my ‘board exam’ results, I got 20 bucks extra as change, I got high on food (before you jump to conclusions, it was one of those innocent highs, that only food can produce).



The food wasn’t something to write home about but this was the only place where one could order, burger and fries with a milkshake on the side and feel on top of the world, teleported all the way to the home of junk food, the US. Looking back I must reiterate that Nirula’s meant just a handful of yummy things to most people. There were the footlong fiends, the veg. burger lovers, the ice cream soda devotees but the ultimate followers of ‘Nirula’s’ were those that swore by the hot chocolate fudge.

That’s where this whole rant began. Manav, my friend decided to relive the joy by visiting the newly acquired ‘Nirula’s’ last week. ‘Nirula’s’ was a traditional family owned restaurant, run by the grand old man Mr. Nirula, I imagine. He must have been a regal old man with a mighty ‘Punjabi’ heart and appetite, also ‘Punjabi’s’ (those that hail from the state of Punjab in India) had great taste and western exposure. So I could understand his need to supply North India with much needed fast food! After competition like McDonalds, Pizza Hut and Dominos hit Indian shores, it shook the foundation ‘Nirula’s’ stood upon. They didn’t have hand tossed pizza’s, their fries were insipid and they didn’t have the omnipresent ‘thali’ back then, so no fallback option. What they had in their favour was ice cream. It was good and cheaper than Baskin Robbins. So there was Manav, looking forward to his hot chocolate fudge at the newly acquired ‘Nirula’s’. In June 2006, Navis Capital Partners a Malaysia based company acquired the Nirula's Group of Companies. He was to realize when he took the order that he had been served a hot butterscotch sundae instead. He says he may have made a mistake in ordering which I find worthy of mention simply because the same benefit of doubt cannot be bestowed upon ‘Nirula’s’. They vehemently refused to address his quandary. Imagine an old customer, as old as he is today, ordering an all time favourite dessert, ready to pay the difference for even a dollop of fudge on his sundae, is told a simple ‘no’! Now I wonder if the foreign acquisition made a difference in this ‘customer experience’. Our childhood haunts are becoming commercial trash and we are treated like it. The ‘home’ feeling is totally absent and not even a smile will make matters better. I feel sorry that Manav’s history with ‘Nirula’s’ will end this way and end it will because we now have over 5 varieties of commercial ice creams available, we have Hershey’s chocolate syrup and who can’t dry roast few peanuts at home. This is a lesson for ‘Nirula’s’, the recipe for hot chocolate fudge given above doesn’t mention the ‘Nirula’s’ touch because I don’t think it exists anymore.