India originally had only its halwais - for example: Ghasitaram (Mumbai), Bhagat Halwai (Agra), Brijwasi (Mathura), Murlivala (Indore), Babu Singh Thakur (Dharwad) and so on.
We had halwais in every city, every locality, every village and these halwais had their kachoris, pakoris, samosa, bhajia, gathia, gulabjamun, tikki, jalebi, imarti, chaat, rabri, khurchan, idli, vada, appam, kebab, biryani... the list would be endless... and this was our QSR - Quick Service Resturants.
Then came global giants such as, McD, KFC, Pizza Hut and the likes.
To be in-line with the times, these traditional domestic players also began transforming.
Thus while some took the FMCG route to expand, for example - Karachi Bakery (Hyderabad) or Chitale Bandhu (Pune); whereas, the others created a mix of dinning experiences based on their target segment. For example: Bhagat Tarachand (Mumbai) or yet others adopted a mixed model of evolution - Haldirams (Nagpur).
In-between these three catgories, then emerged a new category. The ones that could actually be called the original Indian QSRs by the industry standards or what now industry calls as the ethnic QSRs.
Case 1:
I am climbing stairs of the newly inaugurated metro station in Lucknow and am immediatly welcomed by a JumboKing store! I begin to wonder - have I already returned to Mumbai? However no! It is JumboKing in Lucknow - the Indian burger!
Case 2:
I am rushing to buy school uniform for my kid in Thane and most unexpectedly get distracted by the shop, few shops away, because it announces itself to be a cloud kitchen!
Many years ago, at a TiE Mumbai conference, I happened to be seated next to a gentleman who wore a soft comforting smile; when we made introductions, he turned out to be Jaydeep Burman - the founder of Fassos and now the man behind Rebel Foods, the umbrella company that owns brands such as Fasoos, Behrouz, Oven Story and others and serves it's customers through its network of cloud kitchens.
Case 3:
I am searching a medicine in Nashik, walking from one pharmacy to another, in process feeling hungry and then suddenly spot something. So, while couldn't find 'goli - the medicine', nevertheless found Goli - the vadapav. 😊
These are the new age QSRs of India, founded mostly by first-generation entrepreneurs; venture capital funded and a few, now, unicorns as well, after their IPO.
What do we get to learn from them in terms of self-discovery?
1. You can surely follow your heart in the most practical sense of life.
2. With a little cleverness, you can actually turn a mundane idea into something significant.
3. A little cleverness followed by dedicated effort can let you make a niche space for yourself even in an already crowded marketplace.
The 3 basics for self-discovery that we all need!
This is good, I know, however, I also know very well that many of you would be absolutely correct in being critical of these ethnic QSRs' success stories.
The most powerful arguments against them would be:
- What would happen once they run out of their venture capital money? Mind you... many do!
- Can they actually become brands that would move into the hands of the next generation? For instance as happening now in the case of previous generation brands such as SodaBottleOpenerWala or Parsi-da-Dhabba or Jimmy Boy... irrespective of their various constraints or challenges?
- Finally, no matter what one may claim, yet a significant truth remains that most QSRs simply sell junk! Empty calories for the shallow taste buds! Would they have any valid defense for that?
Well, to all these questions and if there may be any more, the simple answer is that self-discovery is an on-going journey. It is not a one-time job. Instead, it must continue until the last breath.
Further, each individual would manifest this traverse based on their inherent talents, beliefs and orientation.
Life would always be dynamic and hence, the only way forward would be to keep rediscovering oneself as per the demands of available resources, situation and time.
The one who doesn't stop discovering oneself, shall not stop in life either, no matter how bleak things may get, while the one going complacent at any stage shall see eventual degeneration.
This truth would hold true for both - individuals as well as brands.
This is because when a group of people come together to create something based on shared values and vision then that becomes a brand.
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