DHEERAJ GUPTA- THE

VENDOR OF VADAS

Presented By
Chetan Pitambare(206)
Raviraj Ghadi(176)
Haresh Narkhede()
Swapnil Bhangale(165)

1
 INTRODUCTION

► Entrepreneur : Dheeraj Gupta

► Company : Jumbo King Foods Pvt. Ltd.
► Based In : Mumbai
► Founded In : August, 2001
► Industry : Hospitality/ Service

2
 HISTORY
► Dheeraj’s grandfather was the real pioneer.
► Native Place In Haryana.
► Worked at a tea stall at a station in Mumbai.
► His father built the restaurant and hotel business.
► Completed secondary education at Jamnabai Narsee
School.
► Graduate in Hotel Management and Catering Technology
from IHM Mumbai,
► Post graduate MBA from symbiosis Pune, in 1998.

3
 Idea Generation
► In 1998, the McDonald's and Pizza Hut had not opened
yet.
► He started to set up his own business of selling packaged
Indian sweets.
► When he was tapping the export market, he had made a
trip to London and stayed with a person who was a Burger
King franchisee.
► Read a book -Behind The Golden Arches - about the
person who set up McDonald's.
► Worked in a McDonald’s for ten days, which gave him a
comprehensible idea about to start the largest fast food
chain specially VADA PAV.
4
 Implementation
► Vada pav was the obvious food choice because
Mumbaikars love it.
► Borrowed Rs 200,000 from his family & set up an outlet,
which the family owned, near Malad station, a Mumbai
suburb, and called it Chaat Factory.
► One day when he was standing at the store, two ladies
called the store a con, since he was only selling vada pav.
► Thereafter the name JUMBO KING came into existence.

5
 Fund Raising

► Borrowed Rs 500,000 from his brother to start a business

► All the money from the business was ploughed back into
buying the second store," so Dheeraj used to take back
home a salary of only Rs. 5,000 a month.
► He had priced the vada pav at Rs 5 whereas it sold for as
little as Rs 2 in the market.
► He took a bank loan to open the third store at Andheri (W)

6
 Branding Strategies

► Gupta has changed all the rules by introducing automation,

packaging, a larger size, different cheese, round bread and
flat patties instead of round.
► He realized the power of hearing and sound. So he started
a pseudo radio called Radio Today, which connects all our
food joints.
► He hired a hygiene consultant who advises McDonald’s
and Pizza Hut to maintain hygiene and quality standards.

7
 Conti…
► A young journalist who probably visited his store in Dadar
and liked the product. After a good experience he wrote an
article in their daily paper. Thus originally word of mouth
definitely worked for Jumbo King greatly.
► Typically in August their sales go up because people wish
to come and experience the fun of celebrating a Vada pav
day. He believe that at least one in every ten people knows
about the Vada pav day 23rd August.
► He decided to use paper to wrap the product in.

8
 Achievements
► In the last quarter of the year 2001, Jumbo King made a
total of Rs 600,000 from just one outlet .
► The other outlets opened from 2003
► Today the company has 30 outlets in Mumbai, two in Surat,
one in Ahmedabad, one in Baroda and one in Pune
catering to about 40,000 people every day.
► Jumbo King seems to have come up with a successful
“Secret Sauce".

9
 Scope

► Jumbo King is looking at a turnover of Rs. 18 crores

(almost $5 million) and with rapid growth to a projected
turnover of Rs. 60 crores in 2008-09.
► Dheeraj and his team feel they would like to bring in
investors, but only after they reach the 100 store mark. "
► Gupta is looking at franchises across the metropolis. In
three to five years time, he wants Mumbai to have 75
Jumbo King outlets. By next year, he wants to double his
current turnover of over Rs 1 crore (Rs 10 million).

10
 Conti...
► More young people today have money to spend and at the
same time, they are increasingly health, hygiene and
quality conscious so Dheeraj like to ride on this generation.
► They are planning to cover Gujarat and Maharashtra by
2009 completely.

11
“If a Burger can get listed, why not a VADA PAV?”

12