Maste maste

MAST KALANDARBy: SUNIL IDHATE, ABBS Bangalore.

HOW DO YOU FEEL?

Content Introduction Background Milestone of MK Key feature of MK Competitors of MK Statistics Interview with Gaurav jain SWOT Analysis Recommendation Conclusion

INTRODUCTION What does mean mast kalandar?

Mast kalandar is Hindi word literal meaning is MAST means Joyful or one who is always in his own self whereas KALANDAR means it is a title with high level of spirituality, full of love and free being.

Mast kalandar is used to define a person who loves life and lives every moment in a fun filled, fulfilling and free manner.(Mast.kalandar.com)

Background Mast kalandar is a chain of quick service restaurants(

QSR) serving northern Indian vegetarian food which is healthy, hygienic and affordable meals.

Mast kalandar has 46 stores in 4 cities - Bangalore, Hyderabad,Chennai and Pune.

Founded in 2005 in Bangalore by Gaurav jain and Pallavi Gupta.

Start operation in 2006

Milestone of Mast Kalandar

Start operation in 2006, first outlet at bannergatta road Bangalore

After success of first, start second in Indira nagar ,Bangalore

Then moved to Chennai and start 3rd outlet in 2008 In 2009 at Hyderabad. In 2011 at Pune in order to grab Marathi culture. Currently MK has 46 outlet in four city- Pune,

Bangalore, Hyderabad and Chennai. Seeking to start their business in Mumbai and have

target of 100 and then 500 outlets in next couple of year.

Key feature of mast kalandar.

Mast kalandar restaurant doesn’t have deep freeze in kitchens because they use only fresh ingredients in cooking, like in homes

The food is transported in imported temperature-controlled boxes that can keep food from spoiling for up 10 hours.

Mast kalandar called it as ‘Hub and spoke’ model It has partnership with different vendors across India. Papads come from Rajasthan , Pickles come from Meerut

and Jaipur, jaggery from Hapur in UP and special curry meals from Kumaon.

MK has tie-ups with the likes of Safal, Amul and MDH. Home delivery part also very crucial part in MK business.

Cont… Fifty per cent of their restaurants are

located on the first floor and make more money than the other half based in the ground floor.

Around 35 percent sales are from home delivery,

many customers eat 5-10 meals a week with MK

One of the daily customer Mr. Salarpuria offered them deposit-free space for setting up their next two outlets in two prime areas of Bangalore - Indira Nagar and the Outer Ring Road.

Statistics of Mast Kalandar Over 30% of customer dinner more than 6 times in month

with mast kalandar. Each Mast Kalandar store on an average has 300-350

customers a day with an average spend of Rs.150, which is the cost of one meal.

Revenue at one restaurant is 85-90 lakh annually Mast kalandar delivering cash profit of 25-30% in steady

states. The turnover after the first year of operations was Rs 25

lakhs Today, Mast Kalandar has an projected annual turnover of

50 crores, has 650 employees, and operates out of 46 outlets in four cities – Bangalore, Chennai, Hyderabad and Pune.

Target customer of MK Working professional, who don’t have time

knowledge for everyday cooking Newly married working couple, who don’t

want to deal with dirty vassals maids and grocery

General people, who eat out or ordering because they don’t want hassle of cooking at home.

Target group of young, urban migrant professionals - who do not get good home food because they are away from home and too busy chasing their careers

About entrepreneur Pallavi Gupta was an IT Consultant with TCS

and Gaurav Jain was part of the sales team at

Wipro. Pallavi and Gaurav Married in 2002 They met while studying at IIMT Ghaziabad

and moved to Bangalore after marriage. Gaurav is from Uttar Pradesh and Pallavi

from Punjab. Pallavi did her Engineering and Gaurav did

his MBA in 2000 from IIMT Ghaziabad. They are opportunity based entrepreneur

Why becomes the entrepreneur? When Pallavi and Gaurav jobs got them to Bangalore,

they started looking for regular eating out options, light on their stomachs and wallets. there weren’t many.

One night with friend they decided “ why couldn’t agree upon a single place that served Indian food that all of us would like and they come back home and cooked khichdi.

During a work assignment in Sydney, Australia in early 2005, Gaurav discovered that a lot of successful restaurants in Australia dished out simple, home-made food as opposed to lavish or exotic fare. His conviction turned into a passion.

Experience with different Cities

Bangalore has a lovely ecosystem that is conducive for entrepreneurship. But suppliers, they act as though they are doing you a favor. 'Take it or leave it' is their attitude.

In Chennai people don't really eat out on a daily basis and even if they do, they stick to the Saravana Bhavans.

North Indian food for them is a conscious decision and they expect Tamil-speaking waiters and a fine dining experience.

Pune and Hyderabad are similar but unfortunately because of Telangana, there is too much uncertainty in Hyderabad.

very positive about Mumbai because it has a good work culture, labour is available, the number of migrants is large and concept of eating out is popular."

Interview with Gaurav jain by NEN

Is it necessary to do MBA before starting a business?

How do you define success in entrepreneurship- Is it financial? Is it a failure as long as you don’t make money?

How and where to best advertise for start-ups or small groups?

Is partnership a good idea in case of short-fall of money? What if the partners are not like minded?

How to come out of the fear of leaving a set job and start a business?

SWOT ANALYSISStrength Impressive menu and list of variety of product MK have been voted amongst the best vegetarian

place in Times of India  Good customer satisfaction Customer loyalty

Weakness Understanding Customer tastes 7-10% of daily wastage

Cont…Opportunities Burgeoning middle class Increase in malls and multiplexes Increasing youth spending Urbanization

Threats Food Inflation Competition from other QSR. Product imitation Price Competition

Challenges The biggest challenge confronting restaurant chains is

maintaining quality and satisfying a customer who is extremely fickle and price conscious.

QSR customers are very easy to sell to, but also very easy to lose.

Beating local competition. Health and hygiene concerns among buyers. Maintaining Quality of Service and reducing service time

. Establishing a supply chain in a new region. real estate, staffing and recruitment, quality and

standardization and above all keeping every body’s morale very high to not to compromise on anything.” 

Recommendation The company should be able to understand culture

strategy that will drag more customer in restaurant and the image of the company would go up.

Uses of marketing knowledge, concepts, and techniques.

MK should market their target customer in order to increase footfall of a particular category.

Open more outlet in other city as per the local culture rather than only north Indian.

MK should start business in different formats such as food court counters, Kiosks, drive ins etc.

Conclusion An idea can change your life Risk is all we need! Customer service is priority money

automatically follow us. Hard work means dream into reality Passion toward work is quite important. Entrepreneurship is all about the approach

and attitude that matter. Mast kalandar is known for his best quality

food and customer service.

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