Nirula's SWOT Analysis, Competitors & USP

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

Nirula's SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Nirula's, 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 make strategic improvements. Nirula's is one of the leading brands in the food & beverages sector.

The article below lists the Nirula's SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Nirula's SWOT Analysis:

SWOT Analysis of Nirula's

For Nirula's, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Nirula's Strengths

The strengths of Nirula's looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 8 competitors of Nirula's:

1.Mc Donald
2.Pizza Hut

4.Cafe Coffee Day


6.Not Just Paranthas

7.Baskin Robins

8.Local fast food joints

Hence this concludes the Nirula's SWOT analysis.

Continue reading more about the brand/company.

About Nirula's


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

Anyone who wants to have hygienic and good quality food

Target Market

Middle and upper middle class youth and families


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

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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