Tag Archive for: Jumboking

As a brand, we understand the inherent strength of Bharat better

Our success is backed by on-ground research: Dheeraj Gupta, Jumboking

/0 Comments/in /by

A 20-year-old Indian burger brand that spent the first fifteen years of its life branding the most favourite snack of Mumbaikars – the Vada Pav, is now one of the largest homegrown brands of vegetarian burgers in India. Taking inspiration from the likes of McDonald’s and Burger King, the brand has curated space of its own in the city of Mumbai and has now expanded to Pune, Lucknow, and Delhi. In today’s edition of ‘e4m Pride of India Brands’ series, Jumboking founder Dheeraj Gupta shares all about the brand journey and how a strong research backing keeps the brand relevant for its patrons in a highly competitive space.

Speaking about how the brand came into existence, Gupta shares, “It was way back in 2001 that we wanted to start an Indian QSR brand that could use the modern technologies and systems to give Indians hygienic and tasty options. When we looked around Mumbai, we realised that Vada Pav was the most popular snack with people eating 20 lakh units a day but it was completely unbranded. We thought that if even 10% of these 20 lakh users care about hygiene, we can create a strong brand. And that’s how Jumboking was born.”

Jumboking’s first-year turnover touched Rs 40 lakh and its profits went into setting up the second store in the same neighbourhood- Rani Sati Marg, Malad (E) in June 2002. The third store then followed in the more upmarket suburb of Andheri (West). The fourth store in Kandivali East was a franchise store. It entered into a partnership with Pepsi in 2004, which led to good word of mouth. The brand then expanded in Gujarat and Bengaluru.

However, it was in 2016 that Gupta and his teams realised that working in the Vada Pav space alone was bringing its own set of challenges, especially at the pricing points. “People were spending hundreds of rupees on a burger, while Rs 20 looked like a lot to them to spend on a Vada Pav,” he quips.

That’s when the brand rebranded itself to ‘The Indian Burger’ and changed its positioning from the most hygienic Vada Pav seller to the most value-for-money burgers. The brand, since then, is running with 8 SKUs (the variations keep on happening but the menu is always limited to eight flavours), including the Indian burger – a new way to see Vada Pav.

We are growing our brand as the most value-for-money and on-the-go snacking option for Indians who want to quickly grab a bite, maybe because they are running late for a meeting or are in transit,” Gupta highlights as he speaks about the current brand proposition.

Gupta attributes the success of the brand to three factors majorly: a solid supply chain, smart marketing, and a lot of research.

He notes, “We maintain our supply chain very closely. We have only eight SKUs on the menu and whenever a new flavour is introduced we take back the least popular variant. That’s how we ensure that our supply chain is economical and maintains high quality. We also do a lot of background research, wherein we spend a lot of time collecting data, both online and offline, not just from our customers but also from those who are eating at other burger places or restaurants. That gives us a nice insight into what more needs to be done and how we can improve.”

As a brand, we understand the inherent strength of Bharat better

The headstand in Yoga- and what it means to be a yogi

/0 Comments/in /by

Known as ‘king of yoga asanas’- headstand or Sirsasana -is an inversion posture that accounts for multiple health benefits. Sirsha’ means ‘head’ and ‘asana’ means ‘posture’.

Who would’ve thought that one of the world’s greatest businessmen, Jeff Bezos-founder Amazon, would take inspiration from headstands!

He has famously said, “Running a business is equal to a headstand and entrepreneurs should keep this principle in mind when trying to lead their team. In headstands, people think that if they work hard, they should be able to master a handstand in about two weeks but in reality, it takes about six months of daily practice. Same way leaders need to “proactively communicate” and be realistic about how hard something is going to be. If they aren’t honest with their team about what it takes to achieve a goal, this makes the goal that much harder to hit.”

It should not come as a surprise that an Indian- Gopal Dangi (Udaipur, Rajasthan) holds the record for the world’s longest headstand for 3 hours and 33 minutes.

From influencers to celebrities to business persons everyone is showing off different fitness mantras online, and the headstand is one such posture that is becoming the talk of the town! Anushka Sharma posted a picture of hers doing a headstand on Instagram at the peak of her pregnancy.

Yoga guru, Mini Shashtri on the effects of headstands says, “Inverted postures assist the venous flow of blood towards the heart which engorges with blood while in headstand, thus strengthening the muscles of the heart. In Yogic parlance, the headstand powers a sluggish Apana Vayu which means that it facilitates the downward and outward flow of energy from the body. At the same time, the Agni or the digestive fire also gets powered. This helps in cleaning the intestines while releasing congested blood in the colon and thus, improving digestion.”

While on the subject of digestion, Indian QSR owner Dheeraj Gupta of Jumboking Foods is a well-known practitioner of the headstand. “You just have to allow yourself to do it,” he says.

Gupta’s advice is deeper than it seems because ‘allowing’ yourself is what takes tremendous practice. So let’s not rush into the headstand just because Bezos is doing it. Sadhguru, a yoga guru himself says, “ Yoga can improve your physical, mental, and spiritual well-being when done under supervision. Especially headstands should not be done without it, one can also cause broken artillery if your system is fully not ready for it.”

Mastering Sirsashana (headstand), just like mastering anything else, is a whole journey in itself. It requires tremendous application, focus and commitment. The process of learning how to do it and reaching the destination is transformative in itself.

As a brand, we understand the inherent strength of Bharat better

QSRs can unlock opportunities in 2022

/0 Comments/in /by

I remember the days back in my childhood when restaurants used to hand over menu cards that were 20 pages long, with each page listing 20-25 dishes. Now the server just hands you a QR code and whispers discreetly that a few items are not available. COVID has been a much needed vanity check for brands, especially QSRs.The magic ‘twosome’ of focus and discipline are back.

The silverThe silver lining of 2021 has been the success of IPOs in the QSR space. This has created a never before opportunity for investors that are looking to diversify their portfolio beyond tech. Those who missed the bus in the first round will want to join the party in the second round. QSR brands that expand in a focused manner will grow visibly. More IPOs will be seen over the next decade or so, from Indian origin brands.

The ‘business mantra’ for 2022 will be to ‘go an inch wide and a mile deep… instead of “go a mile wide and an inch deep.’ As this philosophy gains acceptance-
The most disciplined brands will win. Focussed brands that have survived the pandemic, will scale rapidly to 1000+ stores. Their familiarity has served as a soothing balm for a world recovering from the ambiguity of COVID. They will continue to innovate, offer value and retain the trust they have earned. Together with the international chains, they will spawn dozens of companies in the contract manufacturing space to meet their needs.

Around this hub will be an ecosystem of cloud kitchens, online deliveries and offline retail will find their own space in people’s lives, they will expand the market rather than cannibalize each other.

India is a very large market. Even if only 20% of us belong to the affording class, that number is equivalent to the entire population of the USA. This understanding of the power of India’s consumers, has dawned universally, in the last decade. From cricket viewership to mobile phone purchases India is leading everywhere.

With improved road infrastructure and connectivity brands will find it easier to penetrate tier 2 and tier 3 towns. Restaurant brands will be able to unlock their potential and amplify availability million-fold.

With the virtual presence of QSRs amplified beyond physical locations, off-premise dining will grow. On the consumer side-

1.As every individual seeks to contribute to household income, the demand for eating out will increase. Indians will be eating out 14-15 times a week from the current 2-3 times.

2. Occasion-based social-dining is back with lockdown relaxations, even as

Mobile ordering has soared.
Curbside pickup has found new life.
Third-party delivery has morphed from an experiment to a necessity.
Drive-throughs have found more takers

3. Customers will be spoilt for choice, hence businesses will have to offer greater ‘value, efficiency and trust.’

4. There will be a perceptible improvement in restaurant designs as the youth will want to associate with brands they have a rapport with.

5. Each consumption opportunity will have to be serviced appropriately- for e.g. the digital menu will contain products that ‘travel well’ for delivery and a separate in-store menu will offer food that is best served hot at the store itself.

There is no better time for entrepreneurship than now and no better place for it than India. More and more people want greater ownership of their future. Franchising as a business model will hence, grow rapidly and this will be a huge boost to the QSRs. Entrepreneurs will discover many options to start a business, cocooned within a brand’s safety net. We have survived one of the most difficult periods in human business history. The table is set for ingenuity and customer-centricity. While none of us will look back fondly on the pandemic, we will always have to acknowledge that this period helped us fast track into a new era for the restaurant industry.

Dheeraj Gupta is the Founder and MD of Jumboking

As a brand, we understand the inherent strength of Bharat better

2022 will see greater adoption of franchising

/0 Comments/in /by

Several forecasts about ‘paradigm shifts in consumer habits’ were being discussed during COVID-19. Let us first acknowledge that a majority of the pre-pandemic habits are back, simply because these are fundamental and driven by man’s social needs.

The one perceptible shift one can see in consumers is a shift to ‘value’, ‘efficiency’ and ‘trust.’ At the risk of repetition, the words ‘value’, ‘efficiency’ and ‘trust’ converge into what we call A BRAND. Several brands, across industries are going to relook their own proposition and make themselves more accessible to larger audiences.

2022: The opportunity
There’s no denying that COVID sent culture shocks that permeated the social and economic fabric of nations and communities alike. The prolonged exposure to stress and the acceptance that the world is changing in newer ways- has had three major consequences –

  • More and more peoples want greater ownership of their future.
  • Brands have no choice but to offer greater ‘value, efficiency and trust’. Hence, they will have to innovate and grow prudently.
  • Each brand will unlock the potential to be amplified million-fold. The familiarity offered by a brand is a soothing balm for a world that is recovering from what has been an ambiguous two years.

The business model that can facilitate the above shifts is franchising. And India in particular is uniquely suited for the same because

  • 1) We are an entrepreneurial country: The next generation wants to run their own business and franchising will give them a balance of being their own boss and benefiting from the systems of a larger organization.
  • 2) Lucrative jobs will demand upskilling: Thanks to several digital-first initiatives and greater automation, the good jobs are moving to higher skilled folks. There is a large employee pool, whose administrative and people skills will be unlocked in a far more profitable way through franchising
  • 3) Resilience is more valuable than risk: With proven franchise opportunities available more people will see the merit in becoming part of an organized system rather than trying to do everything on their own.
  • 4) Efficient unit economics are critical: Skilled labor is and always will be expensive, especially in the food space. Franchising helps power ‘unit economics’- the cost of running the store is kept under check thanks to centralized manufacturing and investments in technology at the backend. Besides, for an individual franchise, good unit economics and good fundamentals will allow for scaling up.
  • 5) Shift from commodities to brands: 2022 will see consumers move from commodities to brands in the QSR space. As competition increases, it is the discipline of systems and processes to maintain the distinctiveness of the brand that will produce results. A good franchisor invests heavily in training- this will in turn translate into greater differentiation. Individual franchisees will benefit from easier discovery.

The whole is greater than the sum of parts
This is very apt for franchising. It turns out that there is safety in numbers. What we saw during COVID- a mad unsustainable race of ‘buy 1 get 1 free’ among QSRs, destroyed several promising start-ups in 2021. This has made people realize that running individual stores is not easy. Unforeseen crises and market movements tend to over-stretch the business to breaking point.

Franchisees are far more resilient. As the parent company drives margin protection via efficiency improvements u0026amp cost cutting, every franchisee takes care of their own payroll and balance sheet. Several elements of cost are simply not theirs to bear.

Summing up, the Indian mindset is ideally suited to the adoption of franchising; whatu0027s more, early adopters of franchising will benefit greatly in 2022.

By Dheeraj Gupta, Founder of Jumboking

jk lOGO yELLOW-01

73, Virwani Industrial Estate, W.E.Highway, Goregaon East, Mumbai 400 063

START YOUR JOURNEY WITH JUMBOKING

BURGERS ON THE GO

Facebook Instagram Youtube Linkedin Twitter

Download App

© 2026 All Right Reserved.