Public Relations in a nutshell...: Catering for events

I strongly believe that a good idea if ideated perfectly can change a person's life. Although I am a PR Professional but my visit to Chadaro's Kitchen plant have instilled a sense of curiosity towards this sector of tiffin service or Dabba service.

I was just wondering that how this business which was initially started by housewives has become a big competitive market with players like Yummy Tiffins, Magic-o-Meal, Soul Care, Spice Box etc.

Through my research on internet about the Tiffin Service sector I came across a very interesting story of Pratik Jain.

Pratik Jain, who is a hardcore vegetarian found it difficult to get a meal of his choice while working for an MNC in Mumbai. He was ready to shell out extra money on a delicious full-course meal, but could not find a food service good enough to whet his appetite. Though he found some online services that delivered meals at his doorstep, he was not ready to ‘risk’ his health as he was not so sure about the quality of food.

Pratik scented an opportunity in online tiffin service space, which led him to quit his job and launch Yummy Tiffins, in Mumbai in April 2010. The company, which claims to be India’s first customised online food delivery service, currently serves meals to almost 200 customers every day.

Yummy Tiffins now employs around nine people, and has also tied up with the Mumbai Dabbawala Association to deliver food to corporates. The price starts at Rs 55. Jain claims that the company is already profitable and is now planning to expand to more cities. “Our business has a healthy margin. The revenues have doubled from last year’s figures. We are launching in Bangalore in 3-4 months, where we will operate on our own. We are also expanding to Pune shortly.”

Tiffin service is not exactly a virgin space as there were players like Mumbai-based CalorieCare, founded in as early as 2005, offering customers meals packed with the count of carbohydrates, fats, protein and the calories. It now serves meals to almost 1,000 customers in tray-packed, disposable containers, which are delivered to the location of the customer’s choice.

But the trend is there is a new breed of food entrepreneurs who are entering this market using internet as an order channeling system and offering healthier, customised and tastier tiffins to customers.

This new trend has revolutionised the famous Dabbawala's and Dabba Service in Mumbai. "Chadaro Taza Tazaa" is an upcoming name in the Tiffin Service in Mumbai. Apart from the regular tiffin service they also serve Jain veg tiffins. They also do catering for events and also deal in corporate catering.

Chadaro in Mumbai is rapidly increasing its customer base. One of thier advantage is that apart from delivering tiffins to corporates and catering for events, conferences and party orders they are also in Lunch Boxes delivery and also breakfast delivery in schools and colleges.

It will be interesting to see that how these Dabba fights take shape in the future, as this is highly unstructured market.

Till then happy reading!

In my last blog I had let you know about my meeting at Vasai and how I was curious about the hoarding of "Chadaro Taza Tazaa" which I saw at Vasai while travelling back home, and how it made me get a free visit at Chadaro's Kitchen Plant which is into the tiffin service sector.

The next day in the morning I got a call from the Marketing Manager of Chadaro in Vasai. It was a confirmation call for my visit to their Kitchen Plant which is situated in Vasai itself. I was really amazed with the prompt reply and warmness. I was given the appointment of the same day for 11:00am. Without any hesitation I confirmed my presence.

I was all set to visit Chadaro Tiffins...I mean Chadaro Tiffin Service in Mumbai. I reached Vasai station at 10:45am. I had been offered a pickup drop service by Chadaro. I was on time at the Plant. The Marketing Manager and the other staff gave me a warm welcome with a welcome drink.

The moment I entered the Kitchen plant crossing the admin area I was really amazed with the cleanliness of the plant. For a hospitality business this is one important factor. The kitchen was sparkling. The utensils were shinning bright and the cooks were neatly dressed in their uniform taking care of all the hygiene factors.

The most convincing factor was the use of water. Clean and filtered water is the door to healthy life. The kitchen plant has an in – house RO treatment plant which is used for cooking and also for washing of utensils, to maintain truly sterile environment for food preparation.

The Kitchen of Chadaro

The RO Treatment Plant

Since it was a busy schedule for the staff and the preparation of the tiffins were on - I found out that they were not using baking soda, artificial colors, additives, preservatives and MSGs in the preparation of food. Food was served in disposable food grade trays with aluminium foils to maintain the food temperature and keep the freshness intact. Raw food materials were stored in traditional methods to ensure the flavors and nutritive values. Food was not refrigerated and was cooked fresh . Basic food items provided at Chadaro are dal, sabji, chapattis and rice, chapattis being handmade in-house.

Packaging of Disposable Tiffins

Handmade chapati's and Poli's

It was pleasure seeing all this in reality which was promised by Chadaro on their website and also on the hoarding that I had seen.

During the tour of the Kitchen and through my interaction with the cooks and other staff out there I came to know a very interesting practice held at Chadaro. At Chadaro, regular competitions are held among the cooking staff to innovate new dishes. The winning dish is then made adaptable and is inculcated in the regular meals thus giving new authentic dishes to the customers.

Staff at Work

Work in Progress

After the tour of the Kitchen I was made to taste the variety of Thali's that they offer- Basic, Regular, Deluxe, Executive and Premium thali. The basic thali had 1 Vegetable + 5 Chapattis or Dal Rice or Pulav Raita or Puri Bhaji at a minimum cost of Rs. 45. I was shocked to see that in today's time where inflation is sky rocketing I can get a sumptuous meal for Rs. 45. The regular thali had 1 Vegetable + 1 Dal + 1 Rice + 4 Chapattis + Veg salad + Pickle for Rs. 80. The Chadaro Delux Thali had 2 different Vegetables + 1 Dal + 1 Rice + 4 Chapattis or 3 Parathas + 1 Veg Salad + 1 Pickle at the of cost Rs. 100. The Executive Thali had 1 Vegetable + 1 Dal + 1 Rice + 3 Chapattis + Veg salad + Pickle for Rs. 65. The premium thali had 3 Vegetables + 1 Dal + 1 Rice + 1 Sweet + 3 Paratha’s or 4 Chapattis + Veg Salad + Farsan + Veg salad + Pickle which was for Rs. 145 only.

I couldn't believe that such amazing variety of dishes was offered at such minimum prices and simultaneously the quality offered was also great. I was curious to know whether the same dishes are served daily in the menu? To this the Manager replied that No, it's not so. Different variety is served for all the 30 days and in the next month the cycle is repeated . The menu changes every quaterly. And apart from just serving Breakfast, lunch and dinner, Chadaro also serves Snack thali's and School Tiffins. They also offer Jain veg thali and also offer catering for events and also offer corporate catering.

The taste of the food was awesome. I was very impressed with the entire cooking process and also with the packaging of the food.

The entire visit took me about 2 hours at the plant. But was worth spending my time. I was totally stranger to Chadaro but after this visit I feel like a member of it. I have recommended Chadaro tiffin services to all my friends residing and working in Vasai and Mira Road. For people staying in other parts of Mumbai they can also get the services offered by Chadaro through Dabbawala services.