Singapore food and beverage chain BreadTalk Group Limited today (Wednesday) announced that it has signed a master franchise agreement with Crustum Products Private Limited of India to establish the BreadTalk bakery chain in the Indian Subcontinent.

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Initially, Crustum plans to open three BreadTalk outlets in Hyderabad, Bangalore and New Delhi by 2006, with the addition of Mumbai and Chennai in the following year. Its target is to open 40 outlets in five years, in major cities stretching as far as the eastern region of Kolkota.


“We are very excited about bringing the innovative BreadTalk concept to India, which has a culture of eating bread,” said Crustum managing director P Chakradhar Reddy.


“Believed to be India’s first and only international lifestyle bakery chain, BreadTalk has a strong and unique branding that we believe will catch on amongst Indian consumers, who are becoming more sophisticated in their tastes and have rising spending power,” he said. “We are very excited to be working with a meritorious brand like BreadTalk and also of the opportunity before us.”


“With more than 20 years of experience in the hospitality and food service industries in India, we believe we know what Indian consumers want and we look forward to working with Dr George Quek and his highly-motivated team to make the BreadTalk brand a huge success in the subcontinent,” Reddy said.

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“The Indian market is very culturally diverse in various parts of the subcontinent – for instance, people in the North are used to bread, whilst people in the South prefer rice,” said Dr George Quek, BreadTalk Group managing director. “This culinary diversity actually gives us a unique opportunity to develop new recipes for the Indian market, as well as creatively adapt existing recipes to excite the palettes of consumers there.”