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jumbo dreams  |
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by Dheeraj Gupta, May-June 2010 |
"Simple actually. Here was a product available at almost every nook and corner of Mumbai, hugely popular and selling for as little as Rs5. More so, the people selling it—mainly blue-collar workers had absolutely no vision for putting any kind of consistency or expertise around it. In many ways, vada pav resembled the burger sold in the US for just 15 cents before McDonald’s made a grand appearance and decided to throw their might behind it. Instinctively, we sensed a huge opportunity in this product; which could be branded, had mass appeal and was already selling in the city.
We knew, we were taking a big risk. With Mumbai and Thane alone consuming nearly 18 to 20 lakh units of vada pav a day and stiff competition, mainly from the street, why would people come to us? Only because we were selling to people a product they were already consuming every day, but with an important value add—hygiene.
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