In an exclusive interview, Agastya Dalmia, Founder and CEO, Keventers, shares with Express Computer how innovation has been a driving force behind Keventers since its inception in 2015 – the integration of technology to manage diverse product offerings, and their strategies for maintaining consistency across a rapidly expanding network of stores. Dalmia emphasises the pivotal role of technology in shaping the future of Keventers and the beverage industry, highlighting advancements in digital ordering, delivery, and customer engagement technologies as key drivers of continued success and evolution.
Keventers has been a significant change in the beverage segment. How has innovation played a significant role in the brand’s journey since its inception in 2015
Innovation has indeed been at the core of Keventers since its inception. We have continuously pushed boundaries in the beverage segment by introducing new and exciting flavours, often inspired by global and local trends. From classic milkshakes to innovative thick shakes and sundaes, our commitment to blending tradition with contemporary preferences has been a game-changer. Also, our collaboration with other brands has allowed us to experiment with unique and exclusive offerings, making innovation a cornerstone of our success.
The revenue report for FY 22-23 is impressive. Can you elaborate on the strategies that contributed to this success, both in terms of customer engagement and operational efficiency?`
Firstly, we have focused on enhancing customer engagement through loyalty programs, exclusive offers, and unique promotions that have resonated with our customer base. Secondly, we have prioritised operational efficiency by investing in technology for streamlined operations, supply chain management, and data-driven decision-making. This dual approach has allowed us to deliver value to our customers while maintaining a strong financial performance.Moreover, FY 22-23 was basically the recovery period post covid. We opened more stores, upgraded our infrastructure; we invested in setting up our regional teams, and hired more personnel to ensure smooth operations across all our stores. During this fiscal year, we launched sparkling iced beverages, thick shakes, smoothies, and our first-ever range of vegan scoops. In terms of digital, we invested in awareness and conversion campaigns, influencer marketing, and social media activities leading to an upsurge in overall audience engagement along with increased brand conversations.
Keventers’ product mix includes milkshakes, ice creams, and food. How is technology integrated into your operations to ensure the smooth management of these diverse offerings, from production to delivery?
Technology is crucial in ensuring the smooth management of our diverse product offerings. From production to delivery, we have integrated modern systems that allow us to track inventory, manage quality, and optimize production schedules.
Essentially, we have embedded technology and automation across almost all assets from our value chain, be it projections, demand forecasting, etc. Learning, development, and training at all levels are done using proprietary software, cloud offerings, etc. Most of our supply chain and inventory is managed through SAP.
You mentioned that 60% of Keventers’ sales come from milkshakes. Could you explain how technology is used to enhance the customer experience and customize offerings to cater to different preferences and trends in the beverage industry?
Our customer relationship management (CRM) system allows us to collect and analyse customer data, such as purchase history and flavour preferences. By understanding our customers better, we can create promotions tailored to their tastes, thereby enhancing their experience, and encouraging repeat business.
Moreover, technology facilitates market analysis and trend tracking. We utilise data analytics tools to monitor trends in the beverage industry, helping us to identify emerging flavours and concepts. This allows us to introduce new milkshakes and adapt our menu to the latest consumer demands promptly.
With the rapid growth in the number of stores, how is Keventers managing inventory, supply chain logistics, and maintaining product consistency across locations?
Managing inventory and maintaining product consistency across our expanding network of stores is a complex task. We leverage technology and data analytics to predict demand, optimise supply chain logistics, and ensure that ingredients and products meet our quality standards.
As mentioned previously, we manage our supply chain and inventory through SAP. We have been fairly early adopters of SAP for a company of our size, and we have been using it for over five years now. With respect to quality and consistency, we have an in-house team – the key here is to ensure very stringent controls during production, so we maintain extremely strict vigil on anything we produce ourselves – both with respect to the presence of resources on the ground plus tight quality checks, ensuring adherence of SOPs etc. Our rigorous quality control measures are pivotal in maintaining uniformity across all locations. Moreover, with our vendors, we have firm agreements that control quality, consistency, what is permissible vs what is not. So, our SLAs are well-defined.
As the CEO, how do you see technology shaping the future of Keventers and the beverage industry as a whole, especially with the advancements in digital ordering, delivery, and customer engagement technologies?
As the CEO, I see technology as a key driver in shaping the future of Keventers and the beverage industry. With the advancements in digital ordering, delivery, and customer engagement technologies, we are poised to enhance our service and customer experience even further. We are actively exploring AI-driven personalisation, and data analytics to remain at the forefront of this evolving landscape. The integration of technology will not only enhance our operational efficiency but also allow us to adapt quickly to changing customer preferences and market dynamics. Our commitment to embracing technology ensures that Keventers remains a pioneer in the industry, offering delicious, high-quality products and experiences to our loyal customers.