Nirula's SWOT Analysis, Competitors, STP & USP

Published by MBA Skool Team, Last Updated: April 29, 2020

SWOT analysis of Nirula's analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Nirula's SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Nirula's to benchmark its business & performance as compared to the competitors and industry. Nirula's is one of the leading brands in the food & beverages sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Nirula's competitors and includes Nirula's target market, segmentation, positioning & Unique Selling Proposition (USP).

Nirula's SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table


Parent Company



Fast Food Eating Joints


Food & Beverages

Tagline/ Slogan

It's desilicious!


India’s oldest and first chain of fast food restaurants

Nirula's STP
Nirula's Segmentation

Anyone who wants to have hygienic and good quality food

Nirula's Target Market

Middle and upper middle class youth and families

Nirula's Positioning

Indian fast food restaurant chain that serves  hygienic, good quality food at affordable price specializing in Indian style western fast food

Nirula's SWOT Analysis
Nirula's Strengths

Below are the Strengths in the SWOT Analysis of Nirula's:

1. More than 75 outlets in India, especially in NCR Delhi
2. Different type of restaurants like hotels, potpourri, ice cream parlors, pastry shops, etc.
3. Trusted for quality and hygiene
4. A popular brand name

5.Different variety of foods offered like cakes, pastries, fast food, Indian and other cuisines.

6. Competitive pricing strategy

7. Chance for expansion and improvement after its recent acquisition

Nirula's Weaknesses

Here are the weaknesses in the Nirula's SWOT Analysis:

1.Strong competition from international food joints means limited market share
2.Limited reach - Popular only in north India
3.Franchisee structure has its risk of not being operated well by the franchisee owner
4.The youth is more attracted to the western fast food joints (international chains) due to its extensive advertising & reach

Nirula's Opportunities

Following are the Opportunities in Nirula's SWOT Analysis:

1.Expansion of the chain throughout India and then globally
2.Improve its operational efficiency
3.Train the staff to serve the customers better and improve customer’sexperience

4. Effectively market itself through innovative ways of advertising and marketing

5. Open hotels in metro cities of India

Nirula's Threats

The threats in the SWOT Analysis of Nirula's are as mentioned:

1.Economic instability causing reduction in spending power of people
2.Stiff competition from international players in all segments of operation like ice cream segment, café, pizza, burger segments, etc.
3.Inefficient operation of the franchisees

Nirula's Competition

Below are the top 8 Nirula's competitors:

1.Mc Donald
2.Pizza Hut

4.Cafe Coffee Day


6.Not Just Paranthas

7.Baskin Robins

8.Local fast food joints

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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