Estblishing a brand out of paratha

Abstract

Paratha is a traditional staple food which is eaten all over across India. But the taste andpreparation of the paratha varies from region to region. The paratha business still operatesin a highly unorganized manner. Through this project we would be studying the viability andprocess of creating a brand out of paratha chain just like McDonalds.It is observed that very few restaurants are into dedicated paratha segment. The existingplayers who are there in the organized market, they mainly cater to the upper middle classand above.Paratha being a healthy food and eaten by many Indians every day, it has to be madeavailable to a larger segment at affordable prices. Also if one wants to be successful in thisbusiness, the uniform taste and quality should be maintained. This can be achieved onlythrough standardization and this will help in creating a brand. Through this project we would like to see all the aspects one should look for in starting thisventure and creating a successful brand out of it. In order to find out best practices followed in the similar chains, we studied some of theexisting chain businesses in Mumbai and Bangalore. This includes Jumbo King Vadapav, GoliVadapav and Mast Kalandar. This study helps in understanding key success factors inestablishing Paratha Chain.