Dangee Dums

Dangee Dums is a purveyor of western dessert products. The brand began its journey on August 13, 2010, as a boutique store of high-end chocolates. Since then, the brand has pivoted to a cakery format to best exploit available growth opportunities. The brand has found its niche in democratizing consumption of high-quality cakes and pastries. The brand caught the imagination of the public with its ‘Cake of the Week’ campaign when it’s introduced best-in-class half kg cakes at Rs. 250 in the city of Ahmedabad. These prices were unheard of at the time for a product of that quality and the campaign allowed the company to scorch the competition and establish its credentials. The company keeps the customer at the center of all its initiatives with the intention of providing the best customer experience possible. With this in mind, the company maintains a rigid control of the entire supply chain right from manufacturing to the stores. The company manufacturers all products sold under its label, the company also owns all of its stores, and all this has been done to ensure that customer is delighted at each touchpoint. The company owns a state-of-the-art manufacturing facility at Piplaj; spread over 25,000 square feet. The factory has been designed with an objective to minimize the time between the making of the products and its pickup point for delivery. The company maintains the highest standards in quality control. The company maintains the most stringent norms in the category for quality aspects like shelf-life, hygiene, stacking aesthetics, and so on. The company has its own fleet for transporting the products from the factory to the stores, these are owned a refrigerated, temperature-controlled van with GPS tracking for timely deliveries. The company also operates a depot/ warehouse at Surat for efficient distribution to outlets in Surat. The company operates through a Company Owned Company Operated model (COCO) that allows for maintenance of the highest possible quality parameters. The company regularly trains its store operation personnel to maintain rigid control over processes involving the storage of raw materials, stocking of products and so on. The company has also designed a planogram for the most optimal and easy to locate a display of products. Even at the other end of the supply chain, the company continuously monitors post-purchase customer response through its in-house Customer Relationship Management (CRM) team. Through its proprietary ‘Voice of Customer’ program, the company makes enquires about customer responses to product quality and we also understand our brand perception in relation to that of our competitors. Food being a very local and fluid category, the company has to be on its toes for local, national and multinational competition in the various categories that it operates in. The company has transitioned over a period of time into a master brand with sub-brands offspring basis the format. The company currently operates across two formats, the regular Dangee Dums stores (around 300 square feet) which are cakery format and Dangee Dums Yums (1200 square feet+) which is a dessert café format. The company currently operates through 78 COCO stores across two formats. of the 78 stores, three stores (Panjarapole, Shyamal and Bhopal) in Ahmedabad, Gujarat, are in the Dangee Dums Yums format and the other 75 are regular cakery format stores. The brand is present in five cities with 45 stores in Ahmedabad, 18 stores in Surat, 9 stores in Baroda, 3 stores in Anand and 3 stores in Gandhinagar.