Calcutta, May 17 :    Calcutta, May 17:  Baskin Robbins has come up with new ways to beat the heat this summer. The ice-cream company plans to introduce ice-cream cakes and beverages in the country and will focus on restructuring its activities and providing a store-of-the-future (SOTF) look to its ice-cream parlours. Baskin Robbins is a 60:40 joint venture between the UK-based Allied Domec Group and Ghai Group under the name of Maharashtra Dairy Products. 'We will introduce ice-cream cake in the Indian market in June and beverages in September,' says Pankaj Chaturvedi, chief executive officer. 'We have already tied-up with Barista and Air Sahara to provide an outlet for our special flavours. We expect almost 20 per cent of our revenues this year from institutional marketing.' The company expects to double its retail sales from Rs 17 crore in 2001-02 to Rs 34 crore by 2003-end. Speaking on the restructuring exercise undertaken by the company, chief executive officer Pankaj Chaturvedi says, 'The store model for the parlours was not right. Secondly, the pricing did not provide the consumer with a value for money feeling. Thirdly, the Baskin Robbins expanded horizontally in smaller markets that did not have premium customers at whom the product was aimed.' Chaturvedi says that since the last five months, Baskin Robbins has made efforts to take corrective action to rebuild the image of the company. 'The very first step was to create a team with a background in the food business. Secondly, we rationalised the pricing of our products. The prices of scoops were increased by 10 per cent, while the prices of sundaes was reduced by 20 per cent,' he said. Chaturvedi says the most important change was introduced in the store model, where the franchisee was not allowed to invest more than 10 per cent of the total expected revenue from the parlour. 'The idea was to make the franchisee profitable,' adds Chaturvedi. The company has already closed down 50 parlours over two years. 'We expect to have 150 parlours by the year-end, 75 of which will follow the SOTF look,' says Chaturvedi.