Donut delicacy

"I was amazed at the softness of a three-day-old donut. Also the kind of variety they had was mind blowing. I felt challenged,” says Farokh Irani referring to the contents of the box that he requested his sister to bring down from Canada in 2004. To replicate the taste, texture and quality of those "international donuts” Irani persisted in his efforts until after four years of research and product development he succeeded in launching Donut King in Poona in July 2008.

Within five months he had started his second shop. Hence Donut King now does brisk business in Koregaon Park as well as Wanowrie in Poona. The location of the shops was of great importance to Irani since the demographic profile of his target customers is generally people in the age group of 25-35 years having a family with at least two children. "I strongly believe that we should be in an area where there is a good footfall of people in this age group,” he explains.

Contrary to popular belief that donuts are baked, they are deep-fried. But the magic recipe for a good donut is not to experience the oil content in the donut but to relish the enhanced flavor after it is fried. Donut King’s tempting donuts have fillings that are mostly imported and toppings generally custom made to blend with the fillings.

Farokh Irani at his Donut King outlet in Poona. Below: chocsprinkler and jelly donuts

There are at least 24 varieties of donuts that are sold here with a lot of international flavors like the caramel kreme, chocolate kreme, blueberry, lemon, cinnamon and strawberry frosted. Their specialty donuts include the caramel kreme crunch, strawberry white chocolate and blueberry white chocolate.

"We also have a wide range of nutty donuts for people who love nuts like the white chocolate almond, nutty strawberry, choco walnut and the nutty blueberry,” declares Irani, adding, "The most selling donuts are our specialty donuts that come with at least three fillings/toppings.” Amongst the other popular varieties, the cinnamon donut, chocolate kreme, chocolate crunchy, chocolate frosted sprinkles and the blueberry are the hottest selling donuts.

Also available at Donut King are all-time favorite desserts like chocolate brownie and chocolate mousse. Irani is presently researching on some new desserts and plans to launch a brand that will be unique for its quality as well as richness.

Permeating the outlets is the aroma of freshly brewed coffee, tea, cold coffee, iced tea and shakes. A large variety of smoothies (creamy beverages made of fruits blended with juice, milk or yogurt) too will soon be introduced. The beverages are available in the Rs 15-25 range, and the donuts start from Rs 15 for a regular glazed to Rs 25 for a specialty donut.

Whilst continuing to work in the family’s Imperial Bakery from the tender age of seven, Irani graduated in science from the Nowrosjee Wadia College in 1984. He then pursued his hobby of photography and freelanced for major publications like The Times of India, Car and Bike International, Citadel and Signature. Later he did a lot of wedding and navjote photography for the community. He mentions, "I also had the good fortune to learn advanced commercial photography under Boman Irani (photographer turned actor). He is a man with a good heart and will always be in all my prayers and blessings… The passion for food never died and eventually I landed back in the food business.”

Donut King’s varieties (from left): choco-donut, vanilla-cream, and almond donut

At 42, he feels that he has enjoyed life. His loving wife Farida and two kids Khudabux and Oorvaksh support his ventures. His parents Sorab and Gulcher inculcated the right habits of hard work and devotion. Besides photography his hobbies include operating the ham radio, website designing and acting. Irani says "vu2wet is my ham radio call sign. I also designed the website for the Third World Zoroastrian Youth Congress that was held in Poona (in December 2003) and I have acted in many English and Parsi plays, the last one being the Star Spangled Girl, a play by Neil Simon presented by Expressions — The Theatre Group.”

"Proud to be a Zoroastrian,” Irani mentions, "We have always had the reputation of being honest, hardworking and intelligent enough to lead. I feel that we should see these strengths of ours and grow with one another in all undertakings.”

At Donut King the entrepreneur perseveres to give his customers freshness, quality and variety — the three main ingredients of a remarkable donut — and plans to grow at the rate of one store every quarter. He has already initiated talks with his consultants and hopes to franchise the brand shortly. His future vision is to launch Donut King in at least three cities by the end of 2010.

The Donut King outlets in Poona are at A-6 Green Acres, Salunkhe Vihar Road, Wano­­wrie, tel: 64168855 and Shop No. 13, Gulmohar Gardens, Lane 7, Koregaon Park, Next to Naturals ice cream, tel: 64169841.