The “Wrap” Story


Code : LDS0047

Year :

Industry : Unorganized Food Industry

Region : India

Teaching Note: Not Available

Structured Assignment : Not Available

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The Search Anu had to first find out why the customer would choose to have a “wrap” when there were so many different varieties of cuisines available. To do this, she visited restaurants and popular food joints where she would find different varieties of “wraps”. She prepared different recipes of “wraps” and also collected feedback on them from residential societies, relatives, and friends. ....

Take Off To The Turbulent Start Finally the day of the launch arrived. It was August 15, 2013, India’s Independence Day. As the whole country celebrated India’s independence; Anu too celebrated it starting out on her new journey. She sold her first wraps to a group of students who had come to Ahmedabad for an educational visit. ...

What Next? The selling price of the wraps ranged from Rs. 50 to 80. The wagon operated 6 days a week, with Monday being a holiday to give the cooks some rest. (Refer to Table I for Cost structure and to Table II for the sales data) At the start of the day, the cooks began preparing the ingredients for the different wraps according to Anu’s recipes. The wagon operated in the evenings from 7:00 to 11:00 at the pre decided location on university road. After having run the business for 5 months, Anu wondered what she should do next? Though she felt a big sense of relief that she had made a good start, she could not help feeling apprehensive about the risks she could encounter in the future and her preparedness to overcome them, sustain, and grow the business. She wondered if anything could be done to identify such risks and to prevent them from happening. ....

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