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DHEERAJ GUPTA- THE DHEERAJ GUPTA- THE VENDOR OF VADASVENDOR OF VADAS

Presented ByPresented By

Chetan Pitambare(206)Chetan Pitambare(206)

Raviraj Ghadi(176)Raviraj Ghadi(176)

Haresh Narkhede()Haresh Narkhede()

Swapnil Bhangale(165)Swapnil Bhangale(165)

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INTRODUCTIONINTRODUCTION

► Entrepreneur : Dheeraj GuptaEntrepreneur : Dheeraj Gupta► Company : Jumbo King Foods Pvt. Ltd. Company : Jumbo King Foods Pvt. Ltd. ► Based In : MumbaiBased In : Mumbai► Founded In : August, 2001Founded In : August, 2001► Industry : Hospitality/ ServiceIndustry : Hospitality/ Service

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HISTORYHISTORY

► Dheeraj’s grandfather was the real pioneer. Dheeraj’s grandfather was the real pioneer. ► Native Place In Haryana.Native Place In Haryana.► Worked at a tea stall at a station in Mumbai. Worked at a tea stall at a station in Mumbai. ► His father built the restaurant and hotel business. His father built the restaurant and hotel business. ► Completed secondary education at Jamnabai Narsee Completed secondary education at Jamnabai Narsee

School. School. ► Graduate in Hotel Management and Catering Technology Graduate in Hotel Management and Catering Technology

from IHM Mumbai, from IHM Mumbai, ► Post graduate MBA from symbiosis Pune, in 1998.Post graduate MBA from symbiosis Pune, in 1998.

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Idea GenerationIdea Generation

► In 1998, the McDonald's and Pizza Hut had not opened In 1998, the McDonald's and Pizza Hut had not opened yet.yet.

► He started to set up his own business of selling packaged He started to set up his own business of selling packaged Indian sweets.Indian sweets.

► When he was tapping the export market, he had made a When he was tapping the export market, he had made a trip to London and stayed with a person who was a Burger trip to London and stayed with a person who was a Burger King franchisee.King franchisee.

► Read a book -Read a book -Behind The Golden ArchesBehind The Golden Arches - about the - about the person who set up McDonald's. person who set up McDonald's.

► Worked in a McDonald’s for ten days, which gave him a Worked in a McDonald’s for ten days, which gave him a comprehensible idea about to start the largest fast food comprehensible idea about to start the largest fast food chain specially chain specially VADA PAVVADA PAV..

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ImplementationImplementation

► Vada pav was the obvious food choice because Vada pav was the obvious food choice because Mumbaikars love it. Mumbaikars love it.

► Borrowed Rs 200,000 from his family & set up an outlet, Borrowed Rs 200,000 from his family & set up an outlet, which the family owned, near Malad station, a Mumbai which the family owned, near Malad station, a Mumbai suburb, and called it Chaat Factory.suburb, and called it Chaat Factory.

► One day when he was standing at the store, two ladies One day when he was standing at the store, two ladies called the store a con, since he was only selling vada pav. called the store a con, since he was only selling vada pav.

► Thereafter the name Thereafter the name JUMBO KINGJUMBO KING came into existence. came into existence.

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Fund RaisingFund Raising

► Borrowed Rs 500,000 from his brother to start a businessBorrowed Rs 500,000 from his brother to start a business► All the money from the business was ploughed back into All the money from the business was ploughed back into

buying the second store," so Dheeraj used to take back buying the second store," so Dheeraj used to take back home a salary of only Rs. 5,000 a month.home a salary of only Rs. 5,000 a month.

► He had priced the vada pav at Rs 5 whereas it sold for as He had priced the vada pav at Rs 5 whereas it sold for as little as Rs 2 in the market.little as Rs 2 in the market.

► He took a bank loan to open the third store at Andheri (W)He took a bank loan to open the third store at Andheri (W)

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Branding StrategiesBranding Strategies

► Gupta has changed all the rules by introducing automation, Gupta has changed all the rules by introducing automation, packaging, a larger size, different cheese, round bread and packaging, a larger size, different cheese, round bread and flat patties instead of round. flat patties instead of round.

► He realized the power of hearing and sound. So he started He realized the power of hearing and sound. So he started a pseudo radio called Radio Today, which connects all our a pseudo radio called Radio Today, which connects all our food joints. food joints.

► He hired a hygiene consultant who advises McDonald’s He hired a hygiene consultant who advises McDonald’s and Pizza Hut to maintain hygiene and quality standards.and Pizza Hut to maintain hygiene and quality standards.

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Conti…Conti…

► A young journalist who probably visited his store in Dadar A young journalist who probably visited his store in Dadar and liked the product. After a good experience he wrote an and liked the product. After a good experience he wrote an article in their daily paper. Thus originally word of mouth article in their daily paper. Thus originally word of mouth definitely worked for definitely worked for Jumbo KingJumbo King greatly. greatly.

► Typically in August their sales go up because people wish Typically in August their sales go up because people wish to come and experience the fun of celebrating a Vada pav to come and experience the fun of celebrating a Vada pav day. He believe that at least one in every ten people knows day. He believe that at least one in every ten people knows about the Vada pav day 23about the Vada pav day 23rdrd August. August.

► He decided to use paper to wrap the product in. He decided to use paper to wrap the product in.

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AchievementsAchievements► In the last quarter of the year 2001, Jumbo King made a In the last quarter of the year 2001, Jumbo King made a

total of Rs 600,000 from just one outlet . total of Rs 600,000 from just one outlet . ► The other outlets opened from 2003 The other outlets opened from 2003 ► Today the company has 30 outlets in Mumbai, two in Surat, Today the company has 30 outlets in Mumbai, two in Surat,

one in Ahmedabad, one in Baroda and one in Pune one in Ahmedabad, one in Baroda and one in Pune catering to about 40,000 people every day. catering to about 40,000 people every day.

► Jumbo King seems to have come up with a successful Jumbo King seems to have come up with a successful ““Secret SauceSecret Sauce". ".

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ScopeScope

► Jumbo King is looking at a turnover of Rs. 18 crores Jumbo King is looking at a turnover of Rs. 18 crores (almost $5 million) and with rapid growth to a projected (almost $5 million) and with rapid growth to a projected turnover of Rs. 60 crores in 2008-09. turnover of Rs. 60 crores in 2008-09.

► Dheeraj and his team feel they would like to bring in Dheeraj and his team feel they would like to bring in investors, but only after they reach the 100 store mark. " investors, but only after they reach the 100 store mark. "

► Gupta is looking at franchises across the metropolis. In Gupta is looking at franchises across the metropolis. In three to five years time, he wants Mumbai to have 75 three to five years time, he wants Mumbai to have 75 Jumbo King outlets. By next year, he wants to double his Jumbo King outlets. By next year, he wants to double his current turnover of over Rs 1 crore (Rs 10 million).current turnover of over Rs 1 crore (Rs 10 million).

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Conti...Conti...

► More young people today have money to spend and at the More young people today have money to spend and at the same time, they are increasingly health, hygiene and same time, they are increasingly health, hygiene and quality conscious so Dheeraj like to ride on this generation.quality conscious so Dheeraj like to ride on this generation.

► They are planning to cover Gujarat and Maharashtra by They are planning to cover Gujarat and Maharashtra by 2009 completely.2009 completely.

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““If a Burger can get listed, why not a VADA If a Burger can get listed, why not a VADA PAV?”PAV?”