### **Overview** Dangee Dums Ltd, founded on **August 13, 2010**, in Gujarat, began as a boutique premium chocolate and confectionery store. Over time, it successfully transitioned into a leading bakery brand, renowned for offering high-quality cakes and pastries at accessible price points. Known for pioneering value-for-quality offerings—such as half-kilogram cakes under ₹399—the brand disrupted the local market and established strong consumer loyalty, particularly in Ahmedabad. The company operates under a **master brand strategy** with multiple store formats and maintains **full control over its end-to-end supply chain**, including in-house manufacturing, proprietary retail outlets, and direct logistics management. --- ### **Business Model & Operations** #### **Operator Model Transition** - As of **FY 2022–23**, Dangee Dums transitioned from **Company-Owned Company-Operated (COCO)** employee-run stores to an **entrepreneur-led Operator Model**. - Under this model, third-party operators manage stores through performance-based agreements, reducing recruitment costs, increasing operational agility, and fostering local marketing innovation. - The model has shown strong results in revenue growth and efficiency and is being expanded in future financial years. #### **Store Network (as of Sep 2025)** - **47 COCO stores** across Gujarat: - **Ahmedabad**: Majority of network - **Baroda**: 5 stores - **Anand**: 2 stores - **Nadiad**: 1 store - **Gandhinagar**: 1 store - Three primary store formats: 1. **Regular Cakery Stores** (~300 sq ft) 2. **Dangee Dums Gourmet** (upgraded larger format for enhanced product visibility) 3. **Dangee Dums Yums** (1,200+ sq ft dessert cafés) 4. **Store-in-Store (SIS)** formats in partnership with retail chains like Magson. - Over **18 stores upgraded** to gourmet format since 2022; franchise model actively scaling. --- ### **Consumer Products Group (CPG) – Packaged Goods Division** The CPG vertical focuses on producing and distributing packaged bakery and dessert items for retail, including: - Chocolates - Cookies & Khari - Ice creams (core focus area) - Cream rolls - Savory snacks (Puffs, sandwiches) #### **Recent Launches & Enhancements (2023–2025):** - **Signature Ice-Cream Range**: Launched in **two innovative packaging formats** to encourage new consumption occasions. - **Family Pack Relaunch**: Updated with **new flavors** and **modern, consumer-friendly packaging**. - Expansion into **savory ready-to-eat products**: - **Veg Puff (₹15), Jain Puff (₹15), Paneer Puff (₹25)** introduced in FY 2022–23 and gained high popularity. - **Sandwiches** rolled out across all outlets due to strong demand, especially from students. - Product portfolio designed for **convenience, affordability, and aesthetic appeal**, supporting wider market reach. --- ### **Manufacturing & Supply Chain Excellence** #### **Piplaj Manufacturing Facility** - A **25,000-square-foot, state-of-the-art facility** located in Piplaj, Gujarat. - Designed for **speed, hygiene, and operational efficiency**, minimizing time from production to delivery. - Adheres to **strict quality control protocols**, including: - Product freshness assurance - Secure, tamper-proof packaging - Full traceability systems - Compliance with food safety standards #### **Distribution & Logistics** - Own **fleet of GPS-enabled, refrigerated delivery vans** ensures temperature-controlled transportation. - Real-time tracking guarantees timely delivery and consistency in product quality. - Strong presence across **online delivery and e-commerce platforms**: - **Third-party platforms**: Swiggy, Zomato, BigBasket, Amazon, Flipkart - **Direct-to-consumer channels**: Company website, mobile app, and **"Order on WhatsApp"** feature - Exploring **cloud kitchen models** to aggregate and fulfill demand from third-party platforms. --- ### **Growth Strategy & Key Initiatives** Dangee Dums’ growth is anchored on **three core pillars**: 1. **Innovation** – Continuous product development and format diversification 2. **Quality Enhancement** – Investment in production infrastructure and compliance 3. **Customer-Centricity** – Enhanced digital engagement and user experience #### **Strategic Moves:** - **Portfolio Diversification**: Introduced bread, savory snacks, and dessert-focused packaged goods to capture new customer segments. - **Digital Transformation**: - Developed proprietary **CRM system** with a **"Voice of Customer" feedback program** - Invested in owned digital platforms (website, app) while maintaining presence on third-party platforms - **Franchise Expansion**: - Launched **FOFO (Franchisee Owned, Franchisee Operated)** and **FOCO (Franchisee Owned, Company Operated)** models - Signed first franchisee (Ayan Enterprise, Gota) in 2022; scaling selectively to maintain brand integrity - **Distribution Growth**: - Actively pursuing expansion into **General Trade (GT)** and **Modern Trade (MT)** retail channels - Signed **MoU with Magson Retail & Distribution Pvt. Ltd.** for supply of frozen goods, beverages, party items --- ### **Market Position & Competitive Edge** - **Strong brand recognition across Gujarat**, especially in urban centers. - Reputation for **affordable premium quality** in western desserts. - **Differentiated through vertical integration**: manufacturing, distribution, retail, and digital—all under a single umbrella. - Agile response to competition and market dynamics, supported by data-driven decision-making.