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Food and Beverage 2009-07-25

Master of spices

By TFW

The Franchising World (TFW): How was the concept Mirchi born?

Ranjiv Kumar (RK): The name ‘Mirchi’ denotes a bold and unconservative kind of authentic Indian cuisine. It is not just another bland, ultra-conservative, traditional tandoori and mughlai food restaurant. It is a place where you can explore specialty cuisines of different regions recreated with a variety of spices to really enhance the taste buds of the food lover. It is now one of the most unique and preferred restaurants–cum-bars offering fine dinning.

 

The first version of ‘Mirchi’ was launched in November 2002 at Ansal plaza (Delhi). Banking upon tremendous success of the first version, another restaurant was launched in 2006 at Cannaught Place (Delhi), which again proved to be a grand success.

 

As I launched it, Mirchi is now very close to my family. Me and my wife Monisha are  very closely involved in running of Mirchi. We monitor each and every aspect of this venture, right from procurement to menu, taste, service as well as finance.

 

TFW: What are the target locations for your expansion?

RK: Mirchi proposes to consciously plan its presence at locations that compliment its business. High street area, retail shopping complexes, malls as well as sites surrounded by posh residential colonies and corporate offices would be the chosen destinations.

 

TFW: What kind of training and support a franchisee would get when partnering with you?

RK: Mirchi’s job as a franchisor shall be to ensure that your entry into this new venture is handled as effectively as possible, and to provide you with expertise in every aspect of running a successful fine-dinning Indian cuisine restaurant. Franchisees will be provided one time training programme for their team including  training material, initial startup training, business and operational training, special training on customer services. Operational manuals will be leased that will cover all aspects of Mirchi kebabs and curries operations. An experienced restaurant manager will work closely with you for up to four weeks of operation. Under our comprehensive restaurant promotion programme  we provide to our franchisees, assistance in site selection, necessary regulatory approvals, field support, HR and IT support, logistics and supply chain management before and after opening restaurants.

 

TFW: What are the expansion plans of your company and which are your target areas?

RK:  Our immediate goal is to concentrate in the Delhi NCR region where we feel there is enough scope and potential for 8-10 successful ‘Mirchi’ outlets. However, we are very particular about choosing the right location and of course, the right partner to work with. We hope to achieve this target by March, 2010, after which we plan to have ‘Mirchi’ outlets in all major cities of India. And, if successful, we would definitely like to go global.

 

Franchise facts:

 

Space required

1,000-1,200 sq.ft.

Term of agreement

5 years

Marketing fund

2 per cent of gross sale (net of taxes)

Investment required

Rs 5 lakh

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