1.

Background and Business Concept:

- Jayanti Kathale, an IT professional from Maharashtra, started Purna Bramha, a chain of

restaurants specializing in authentic Marathi cuisine.

- The inspiration came from her childhood shloka and a desire to share the joy of home-cooked
Marathi meals with people living away from their families.

2. Early Success and Expansion:

- Started in 2013 in Bangalore, Purna Bramha expanded to four countries.

- Initial success attributed to the passion for authentic Marathi cuisine, unique delivery strategies,
and a focus on customer happiness.

3. Unique Selling Proposition (USP):

- Differentiated by offering vegetarian Maharashtrian cuisine, a niche with no direct competitors.

- Emphasis on cultural authenticity and the founder's personal touch in food preparation.

4. Challenges Faced:

- Initial setback due to miscommunication with a PR company leading to financial strain.

- Overcame challenges through resilience, strategic decision-making, and the launch of the
franchise model.

5. Cultural Approach and Practices:

- Strong cultural connection and celebration of festivals, including unique menus for special
occasions.

- Emphasis on fairness, equality, and a supportive work culture with a low attrition rate.

- Special attention to staff well-being, including music and water therapy.

6. Support System and Leadership:

- Acknowledges the support of family, especially her husband and brother-in-law, in building the
business.

- Believes in gender-specific empowerment and the need for a change in mindset.

7. Pricing Dilemma:
 - Faced stagnation in business and is contemplating introducing new items and adjusting the pricing
strategy.

- Challenges with myths about pricing and considerations for sustainability, affordability, and
profitability.

8. Training and Best Practices:

- Comprehensive onboarding process with etiquette guidelines and menu tasting sessions.

- Cross-functional training to enhance staff skills and understanding of diverse roles.

9. Sustainability Practices:

- Focus on environmental sustainability, including recycling, water conservation, and waste

reduction.

- Specialized menu categories and seating designed for different customer needs.

10. Ongoing Questions and Strategy Considerations:

- Evaluation of pricing strategy, considering factors like gross margin value, sustainability, and
affordability.

- Balancing cultural authenticity with profitability for long-term sustainability.

Certainly, here are some additional relevant points from the case study:

11. Culinary Research and Menu Development:

- Jayanti conducted extensive research for three years on menus from various villages and towns in
Maharashtra.

- Transformed the menu to make it appealing to a broader audience while retaining authenticity.

12. Franchise Model and Financial Resilience:

- Overcame financial challenges by launching the franchise model and forming a company,
Manaswini Food Pvt Ltd.

- Sold personal jewelry to pay salaries during a critical financial situation.

13. Customer-Centric Approach:

 - Introduced unique delivery strategies, like asking young couples to pick up orders for elderly
customers.

- Founded Purna Bramha to provide traditional meals to those living far from their families,
emphasizing the emotional connection with food.

14. Learning from Setbacks:

- Experienced setbacks, including an overcharged PR company, but remained resilient and used
setbacks as learning opportunities.

- Shared the experience of selling personal jewelry to meet financial obligations during a tough
phase.

15. Corporate Social Responsibility (CSR) Initiatives:

- The restaurant engages in CSR initiatives, including providing music therapy and water therapy for
employees.

- Employees are reminded to stay hydrated in the hot kitchen environment.

16. Expansion and Global Presence:

- Expanded from a 24-seater to a 250-seater restaurant in just 10 months.

- Currently present in four countries, including India, Australia, the USA, and Singapore.

17. Connectivity with Women Entrepreneurs:

- Emphasizes the need for gender-specific empowerment and changing mindsets, supporting
women in taking on leadership roles.

- Encourages women to create a support system and balance responsibilities between work and
family.

18. Success Definition and Leadership Philosophy:

- Defines success not only by personal success but also by the success of franchise owners.

- Believes responsibilities drive growth and that adverse situations provide valuable lessons.

19. Supply Chain Management:

- Ensured a well-connected supply chain from the warehouse to the kitchen for consistency in
ingredient quality.
 - Implemented processes for tracking servings per dish and generating automatic purchase orders
for ingredients.

20. Marketing and Partnerships:

- Implemented strategic and aggressive marketing policies, including tie-ups with Zomato and
Swiggy.

- Uses audio and print advertisements and takes orders through email for future dates.

These additional points provide a more comprehensive overview of Purna Bramha's journey,
business strategies, and the values that contribute to its success.