Mast Kalandar is a chain of 46 quick service restaurants serving northern Indian vegetarian food founded in 2005 in Bangalore. It aims to provide healthy, hygienic and affordable meals using fresh ingredients sourced from various vendors across India. Starting from its first outlet in 2006, Mast Kalandar has expanded to 4 cities and sees about 300 customers daily in each store. It aims to open more outlets nationally and achieve a target of 100 and then 500 stores in the next few years. The founders drew inspiration during a work trip to observe successful home-style food restaurants in Australia.

1. By: SUNIL IDHATE, ABBS Bangalore.

3. Content
 Introduction
 Background
 Milestone of MK
 Key feature of MK
 Competitors of MK
 Statistics
 Interview with Gaurav jain
 SWOT Analysis
 Recommendation
 Conclusion

4. INTRODUCTION
What does mean mast kalandar?
 Mast kalandar is Hindi word literal meaning is MAST
means Joyful or one who is always in his own self whereas
KALANDAR means it is a title with high level of spirituality,
full of love and free being.
 Mast kalandar is used to define a person who loves life and
lives every moment in a fun filled, fulfilling and free
manner.(Mast.kalandar.com)

5. Background
 Mast kalandar is a chain of quick service restaurants( QSR)
serving northern Indian vegetarian food which is healthy,
hygienic and affordable meals.
 Mast kalandar has 46 stores in 4 cities - Bangalore,
Hyderabad,Chennai and Pune.
 Founded in 2005 in Bangalore by Gaurav jain and Pallavi
Gupta.
 Start operation in 2006

6. Milestone of Mast Kalandar
 Start operation in 2006, first outlet at bannergatta road
Bangalore
 After success of first, start second in Indira nagar
,Bangalore
 Then moved to Chennai and start 3rd outlet in 2008
 In 2009 at Hyderabad.
 In 2011 at Pune in order to grab Marathi culture.
 Currently MK has 46 outlet in four city- Pune,
Bangalore, Hyderabad and Chennai.
 Seeking to start their business in Mumbai and have
target of 100 and then 500 outlets in next couple of
year.

7. Key feature of mast kalandar.
 Mast kalandar restaurant doesn’t have deep freeze
in kitchens because they use only fresh ingredients
in cooking, like in homes
 The food is transported in imported temperature-controlled
boxes that can keep food from spoiling for
up 10 hours.
 Mast kalandar called it as ‘Hub and spoke’ model
 It has partnership with different vendors across
India.
 Papads come from Rajasthan , Pickles come from
Meerut and Jaipur, jaggery from Hapur in UP and
special curry meals from Kumaon.
 MK has tie-ups with the likes of Safal, Amul and
MDH.
Home delivery part also very crucial part in MK

8. Cont…
 Fifty per cent of their restaurants are located on
the first floor and make more money than the
other half based in the ground floor.
 Around 35 percent sales are from home delivery,
 many customers eat 5-10 meals a week with MK
 One of the daily customer Mr. Salarpuria offered
them deposit-free space for setting up their next
two outlets in two prime areas of Bangalore -
Indira Nagar and the Outer Ring Road.

9. Statistics of Mast Kalandar
 Over 30% of customer dinner more than 6 times in month
with mast kalandar.
 Each Mast Kalandar store on an average has 300-350
customers a day with an average spend of Rs.150, which
is the cost of one meal.
 Revenue at one restaurant is 85-90 lakh annually
 Mast kalandar delivering cash profit of 25-30% in steady
states.
 The turnover after the first year of operations was Rs 25
lakhs
 Today, Mast Kalandar has an projected annual turnover of
50 crores, has 650 employees, and operates out of 46
outlets in four cities – Bangalore, Chennai, Hyderabad and
Pune.

10. Target customer of MK
 Working professional, who don’t have time
knowledge for everyday cooking
 Newly married working couple, who don’t want to
deal with dirty vassals maids and grocery
 General people, who eat out or ordering because
they don’t want hassle of cooking at home.
 Target group of young, urban migrant professionals
- who do not get good home food because they are
away from home and too busy chasing their
careers

11. About entrepreneur
 Pallavi Gupta was an IT Consultant with TCS and
 Gaurav Jain was part of the sales team at Wipro.
 Pallavi and Gaurav Married in 2002
 They met while studying at IIMT Ghaziabad and
moved to Bangalore after marriage.
 Gaurav is from Uttar Pradesh and Pallavi from
Punjab.
 Pallavi did her Engineering and Gaurav did his
MBA in 2000 from IIMT Ghaziabad.
 They are opportunity based entrepreneur

12. Why becomes the entrepreneur?
 When Pallavi and Gaurav jobs got them to
Bangalore, they started looking for regular eating out
options, light on their stomachs and wallets. there
weren’t many.
 One night with friend they decided “ why couldn’t
agree upon a single place that served Indian food
that all of us would like and they come back home
and cooked khichdi.
 During a work assignment in Sydney, Australia in
early 2005, Gaurav discovered that a lot of
successful restaurants in Australia dished out simple,
home-made food as opposed to lavish or exotic fare.
His conviction turned into a passion.

13. Experience with different
Cities
 Bangalore has a lovely ecosystem that is conducive
for entrepreneurship. But suppliers, they act as though
they are doing you a favor. 'Take it or leave it' is their
attitude.
 In Chennai people don't really eat out on a daily basis
and even if they do, they stick to the Saravana
Bhavans.
 North Indian food for them is a conscious decision and
they expect Tamil-speaking waiters and a fine dining
experience.
 Pune and Hyderabad are similar but unfortunately
because of Telangana, there is too much uncertainty in
Hyderabad.

14. Interview with Gaurav jain by
NEN
 Is it necessary to do MBA before starting a
business?
 How do you define success in entrepreneurship-
Is it financial? Is it a failure as long as you don’t
make money?
 How and where to best advertise for start-ups or
small groups?
 Is partnership a good idea in case of short-fall of
money? What if the partners are not like minded?
 How to come out of the fear of leaving a set job
and start a business?

15. SWOT ANALYSIS
Strength
 Impressive menu and list of variety of product
 MK have been voted amongst the best vegetarian place in
Times of India
 Good customer satisfaction
 Customer loyalty
Weakness
 Understanding Customer tastes
 7-10% of daily wastage

16. Cont…
Opportunities
 Burgeoning middle class
 Increase in malls and multiplexes
 Increasing youth spending
 Urbanization
Threats
 Food Inflation
 Competition from other QSR.
 Product imitation
 Price Competition

17. Challenges
 The biggest challenge confronting restaurant chains is
maintaining quality and satisfying a customer who is
extremely fickle and price conscious.
 QSR customers are very easy to sell to, but also very easy
to lose.
 Beating local competition.
 Health and hygiene concerns among buyers.
 Maintaining Quality of Service and reducing service time .
 Establishing a supply chain in a new region.
 real estate, staffing and recruitment, quality and
standardization and above all keeping every body’s morale
very high to not to compromise on anything.”

18. Recommendation
 The company should be able to understand culture
strategy that will drag more customer in restaurant and
the image of the company would go up.
 Uses of marketing knowledge, concepts, and
techniques.
 MK should market their target customer in order to
increase footfall of a particular category.
 Open more outlet in other city as per the local culture
rather than only north Indian.
 MK should start business in different formats such as
food court counters, Kiosks, drive ins etc.

19. Conclusion
 An idea can change your life
 Risk is all we need!
 Customer service is priority money automatically
follow us.
 Hard work means dream into reality
 Passion toward work is quite important.
 Entrepreneurship is all about the approach and
attitude that matter.
 Mast kalandar is known for his best quality food
and customer service.

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