Putting all speculations at rest for its anticipated launch in the Indian market, American frozen yogurt chain, Pinkberry has finally arrived in the country. It has signed a franchise agreement with Mumbai based JSM Corporation to grow the brand’s presence in the market. Currently, the market for yogurt is taking off as brands like Nestle, Danone, Mother Dairy, and Amul are pushing the industry’s growth by launching their own yogurt brands. Additionally, the opening up of Indian yogurt chains such as Cocoberry; and even international chains like Canada’s Kiwi Kiss, and US’ Red Mango have increased the prospects of a potential market growth. Hence, it will be a tough competition for the US brand, which has more than 180 stores worldwide. Since yogurt consumption is still a niche phenomenon, the partnership has positioned the offering as premium. Commenting on the partnership, Chief Executive Officer of Pinkberry, Ron Graves, elaborates, “Critical to opening in India was to find a local partner who shared our values and was singularly focused on exceeding customer expectations day in and day out. We are proud to be working with the JSM Corporation team.” Also, being one of the popular yogurt retailers in the world having presence in 17 countries, Pinkberry is looking to tap the growing market of health conscious consumers looking for healthier alternatives to satiate their sweet cravings. Pinkberry’s move comes close on the heels of the launch of frozen yogurts by Dairy company Amul. The recent past has also seen other brands entering the Indian markets with their low calorie desert offerings comprising ice-cream and probiotic yogurt. Jay Singh and Sanjay Mahtani, Co-Founders and Executive Directors, JSM, say, “We are extremely delighted to be associated with Pinkberry and are committed to make the brand a success in India. With Pinkberry, we are offering our Indian customers distinct flavours and refreshing yogurt experiences. The launch takes us a step closer towards continuing to create happy customers”. JSM has a product portfolio consisting of brands like Hard Rock Café, California Pizza Kitchen, Shiro, and Trader Vic’s.