Jumbo King is a fast food chain in Mumbai, India specializing in vada pavs. Founded in 2001 by Dheeraj and Reeta Gupta, Jumbo King began with one outlet and has since expanded to 38 outlets through a combination of self-owned and franchised stores. While there are over 20,000 vada pav sellers in Mumbai, Jumbo King currently has about 2% market share. In addition to standard vada pavs, Jumbo King offers 16 varieties made with different recipes, breads, cheeses, and flavors. The company aims to continue expanding its franchise network and opening new locations across India to reach 5000 outlets in the next 8-9 years through strategic partnerships

1. Friday, October 07, 2011
JUMBO KING- The Vada Pav Specialist
Company History
Jumbo King began its journey to brand the Vada Pav on 23rd August 2001 with an
initial investment of Rs. 200,000. Inspired by western models and applying it to
Indian food, Jumbo King believes that the common man has the constitutional
right to get hygienic food at an affordable price! Jumbo King has been founded by
MBA couple from SymbiosisDheeraj Gupta and Reeta Gupta. Jumbo King has a
team of people spanning the functional areas of operations, business
development, franchisee relations and marketing. Operations looks into store
running, logistics and training. The head office at Jumbo King is called the Support
Centre and the operation team supports the franchisee network and their staff to
run the store as per the guidelines laid down by the franchising system of Jumbo
King. The business development team looks at increasing the number of outlets by
ensuring a new outlet to be opened as fast as possible, for which they do a strong
survey and ensure that the outlet is in the best possible area. Franchisee relations
have to be maintained by solving their queries and lending a helping hand
wherever possible. Marketing looks after the media, promotions, branding etc.
Jumbo King celebrates 23rd August as the Vada Pav Day since on that day of 2001
it came into existence.
The Journey…
23rd August 2001 – First Outlet was opened.
Currently, we have only 38 outlets in Mumbai and Thane area (20 self-owned and
18 franchises). If we compare this numbers with 20,000 Vada Pav sellers then we
have only about 2% market share. Vada Pav in Mumbai is a big business.
What’s on Offer?
On offer are vadapavs (a potato-based patty in a bun), Pepsi and lassi. This is fast
food Mumbai style. Basically, Jumbo King has four Vada Pav recipes, namely
Butter, Cheese, Grill and Brown Bread. Further we add flavours and offer about 16
varieties of Vada Pav. For instance, butter range offers Butter Jumbo King, Butter
Grill Jumbo King, Butter Cholle Jumbo King.
Assignment By Rajat Sharma[Type text] Page 1

2. Friday, October 07, 2011
Vada Strategies:
Market Penetration & Development: (Market Development)
Distribution through Franchisees- Target to open near to 5000 outlets all over
India in a span of 8-9 years. From one outlet in 1991, Jumbo King reached 45 by
early this year. It is targeting 250 this year, and has already forayed to
Gujarat(Ahmedabad & Baroda) from its home state of Maharashtra and
havechalked out drastic expansion plans in Gujarat and Mumbai.According to the
company's plans, the funds will be used for setting up more owner-operated
outlets (outlets are franchised now), and kiosks within malls, retail chains and
airports. A deal has been signed with Bharat Petroleum for kiosks at gasoline
pumps. And Jumbo King plans to move inside railway stations; talks are on with
Indian Railways for outlets on platforms.
Currently, the franchisee relations team is negotiating for 10-12 locations in
Mumbai. Two or three people can jointly open a franchise store.
Product Innovation:
Gupta has changed all the rules by introducing automation, packaging, a larger
size, different cheese, round bread (otherwise the pav is square) and flat patties
instead of round.
New recipe would be Paneer Jumbo King. In the coming 2-3 months would be
adding new range of Vada Pav in the menu.
Assignment By Rajat Sharma[Type text] Page 2