The move comes in line with a global decision to change the logo of the premium ice cream major in the international market. The logo will change from "Baskin 31 Robbins" - which has gone down well with the consumer and has been highlighted in each of its galleries over the last decade - to "31 Baskin Robbins". The aim is to strongly highlight the brand name to the consumer.

In addition to a change in the logo, Baskin Robbins is investing around Rs 1 crore in the Indian market for store upgradation in order to bring about a "brighter" look, says Baskin Robbins country manager Rajiv Varma.``We will be renovating our stores and will also change interiors,'' he said.Baskin Robbins, which achieved a turnaround about two years ago, has opened 165 stores all over India, both in metro and mini metro markets.

The company is expected to post a turnover of Rs 16 crore this year.The company is the first ice cream major to go in for a 100 per cent franchise route for its store operations in India. Baskin Robbins, which is in the midst of rolling out new products to retain volumes, is the only niche player in the premium ice cream market in India.

The company has lowered costs on ingredients and indigenised its ice cream content to the extent of 40-50 per cent two years ago. This enabled the company to pass on a 20 per cent price benefit to its customers. Baskin Robbins is the Indian operation of multinational Allied Domecq Retailing which is in a joint venture with Maharashtra Dairy Products Manufacturing.