A decade of frenzied euphoria, an intense scramble for a bigger bite, and recoiling of a flurry of doughnut brands have paved the way for an unlikely winner. Interestingly, the maddest about doughnuts has managed to survive, flourish, and make money
Mumbai, August 2013. Tarak Bhattacharya was a bit edgy. It had been a little over five years since the doughnut brand from Singapore—Mad Over Donuts (MOD)—opened its account in India. The first store came up in March 2008 at Noida, some 25 kilometres from Connaught Place, the heart of Delhi, and by the first half of 2013, the brand had plodded along to two dozen outlets across Delhi-NCR, Mumbai, Pune and Bengaluru. Though sedate, the journey was commendable for a raft of reasons.