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Chandni Nath Israni, the driving force behind Ladurée's India expansion, is redefining luxury in the F&B sector. With four flourishing Ladurée outlets established since 2021, Israni is making iconic French pastries and delicacies accessible to the Indian market. BW Businessworld sits down with the visionary entrepreneur to discuss her journey in building the luxury brand and her strategy for democratizing gourmet experiences.
What were some of the major hurdles you faced in bringing Laduree to India?
Honestly, it was a challenging journey! Being a woman entrepreneur in this industry, I encountered some skepticism and had to work harder to prove myself. Many people questioned my ability to lead a brand like Laduree, especially since I had no prior experience in the F&B sector. And launching during the pandemic? Everyone told me I was crazy! The uncertainty and risks were immense. I vividly remember the Delta wave hitting India just as our first shipment of macarons and pastries arrived from Paris. It was a stressful time, and I had to navigate numerous logistical and operational difficulties.
I think a few things were key. First, I had an incredible support system, especially my husband, who always believed in me and pushed me to pursue my vision. Second, I was driven by an immense passion for the Laduree brand and had a clear vision for what it could become in India. Third, I'm not afraid of hard work and used the challenges to learn and grow. I spent countless hours during the pandemic researching and understanding the nuances of the F&B industry. And finally, I never compromised on quality. Even amidst the chaos, I insisted on using the best ingredients and maintaining the highest standards for our products.
You had no prior F&B experience. How did you convince David Holder, the chairman of Laduree, to partner with you?
I think he saw my passion and determination. I flew to Paris with a meticulously crafted business plan and a heartfelt vision for Laduree in India. I wanted to create an experience that would resonate with Indian consumers. David Holder was incredibly receptive and saw in me a shared passion for the brand. He later described our meeting as a "Bollywood story," which I thought was quite charming. He believed in my potential, and I'm incredibly grateful for his trust.
What factors influenced your choice of location for the flagship Laduree in Delhi?
When we were designing the space, we wanted to find a location that truly captured the essence of Delhi's heritage and iconic character. Laduree is such a legendary brand, so it deserved a special setting. Khan Market immediately came to mind because it has that historical charm and vibrancy. We aimed to recreate the feeling of an old Parisian patisserie while also incorporating elements of traditional Indian design, like the jute ceiling, which is a technique used in India for centuries.
How do you approach competition in the market? What makes Laduree stand out in the crowded market of luxury brands in India?
Competition is definitely healthy; it keeps you on your toes! But I try not to get too caught up in what other brands are doing. My focus is on Laduree and how we can constantly improve and innovate. I believe our biggest competition is ourselves. We need to keep pushing boundaries, exceeding expectations, and staying true to the Laduree legacy.
Laduree has a unique combination of factors that make it special. First and foremost, it has an incredible history and heritage. For over 170 years, Laduree has been synonymous with exquisite pastries and the finest French tradition. We bring that legacy to India, but we also make it accessible. Our prices are comparable to, or even lower than, those in the UAE and UK. We also prioritize quality by sourcing the best ingredients, from organic chicken to fresh, locally grown vegetables. And we are constantly adapting to the Indian market. We have introduced concepts like the "cafe next door," which offers a more casual and convenient Laduree experience, catering to the busy lifestyles of our customers.
How do you ensure sustainable growth for Laduree while expanding to new cities and locations?
Sustainable growth is definitely a priority. We are very strategic about our expansion plans. We carefully evaluate locations, considering factors like visibility, foot traffic, and of course, rental costs. We also utilize different store formats – salons for a fine dining experience, carts for macarons, retail kiosks, and cafes – to cater to different needs and budgets. Operational efficiency is also crucial. We minimize waste, optimize our supply chain, and constantly analyze our performance to ensure we're running a lean and profitable business.
What have you observed about Laduree's customer base in India?
It's been fascinating to see how the brand has resonated with Indian consumers. Laduree definitely has an aspirational quality. People are drawn to its heritage, its association with Parisian elegance, and the sheer quality of our products.
But I also want to make Laduree a brand that everyone can enjoy. We want to create a "borderless experience" where people can experience a taste of Paris without having to travel. Indian consumers are incredibly discerning and value-conscious. They appreciate quality and want to get the best value for their money. And they're very engaged! We get a lot of feedback on social media, which helps us understand what our customers want and how we can improve.
How did you develop the necessary administrative and entrepreneurial skills to lead Laduree India?
I'm a firm believer in continuous learning. When I decided to take on this challenge, I knew I had a lot to learn. I immersed myself in research, reading books, attending workshops, and speaking to industry experts. I also have a natural inclination towards numbers and financial management, which is essential for any entrepreneur. I closely monitor our operations, track key performance indicators, and ensure we're running a financially sound business. And I have to give credit to my father, who instilled in me a strong sense of business acumen from a young age.
How do you manage to balance your passion for Laduree with your responsibilities as a mother and entrepreneur?
It's definitely a juggling act! But I'm fortunate to have a job that I truly love. My passion for Laduree gives me the energy and motivation to work long hours and overcome challenges. I also prioritize efficient time management. I strategically plan my day to make time for both work and family. And I have a fantastic team that supports me. I often find myself taking calls and attending meetings late at night to accommodate international schedules. But honestly, I wouldn't have it any other way.
