Solution: NO MARKETING & MERCHANDISING

In my opinion the solution to this problem should be : 

Firstly, he should name his thella. 

2. A banner or a poster could be made & placed over the thella. 

3. Pamphlets could be created with the menu & could be circulated in the nearby resident & industrial area. 

4.  Most importantly, the thella needs better packaging. The packaging for the chole is clean and appropriate but the kulchas are packed in newspaper, which is harmful to people because the Kulchas are not dry therefore the toxins of the paper get onto the Kulchas, causing harm to the human body.

So, a better packaging system should be made which could have the name & the details of the thella on it. So that, people remember this place. 

Problem: NO MARKETING & MERCHANDISING

The problem for my Module 5Design Solution is that there is No Marketing & Merchandising of the Thella. Manoj believes in word of mouth advertising but that is not enough for people to know about his existence. Many people living, studying or working in the nearby places don’t even know about him. Manoj's thella is different from other matra kulcha walas. His unique selling proposition is the topping of garlic & chilli chutney with cottage cheese over kulchas. With better marketing, his thella could earn more profits as more people would know about him. 

Merchandise/ Product & Market

Manoj doesn’t believe in advertising through any flyers or websites, he believes in word of mouth

The unique selling point Is the fact that he tops his Kulcha which no other joint does.

He is rather insecure vis-à-vis competition because there are other Matar Kulcha joints around and he takes all of them as tough competition

Display: Manoj doesn’t specifically display his foods, like other joints do for example at Mcdonalds, instead he has a live counter where he makes his matar and kulcha, so that he serves it Hot for the customers.

The surroundings!

The area where this stall is placed is not at all clean in the sense there is a big open ground where people throw all sorts of garbage which is not at all safe and hygenic.
Opposite the stall there sits a florist and a fruit vendor. In between there is a road where there is traffic all the time and due to that there is a hell lot of pollution which is going inside the food which is very injurious to the people out there who are having the MatarKulcha.
The surrounding has a lot of dust and pollution due to the vechicles. The dusbin he keeps is also not clean as there is lot of mosquitoes and flies on the dustbin which is entering the food which can cause harm. Thus, there is dire of cleanliness in the surrounding.

My DESIGN solution!!

I thought of many options like cemented benches, stools made from barks of trees, joining bricks together and making a stool out of it, piling up the tyres and making of stools, wodden stools and benches but at the end i realize that i was supposed to choose something which was very economical to him and something which he can keep aside the road when he shut his stall. Cemented benches and bricks would cost him more so this idea was dropped by me and then i jumped to the idea of using barks of trees to make the stools and tables but then i was told by my teacher that it is an direct example of deforestation so again i dropped this idea too. Then, i thought of the rough  big stones which are easily available nearby the roadside and in the parks and gardens. These stones can be placed anywhere and also he can keep them aside when he leaves. Then finally i got an approval for this idea of using big stones to sit giving them a shape of stools and a table made up of stones on which the food material can be placed.

HELPING HANDS

There are 2 helpers at his stall. One is twenty year old and his name is Jai veer and the other is eighteen years old and his name is Guddu. Both of them live in Manoj's house only. Both of them are from UttarPradesh. They help Manoj in preparing the MatarKulcha. We went to his stall and took their interview in which we realize that they are working their to enhance their financial condition. Guddu is working there from past six months and jai veer is working there from past four-five months. When they come back home after taking rest of 1 or 2 hours they again start preparing the food. Both of them are very happy while working with Manoj because he is a very kind man and he also gives them off of one day per week. Also, manoj gives them extra bonus on festivals.Thus, they both are a true helping hands who help him in every possible way.

Lazeez Kulcha ......!!!

Process of Making the Kulcha ...

1) Cleaning the Tawa ...

 2) Buttering the Tawa

3) Placing the Kulchas on Tawa

4) Many units on Tawa

5) Placing Red Chutney on Tawa

6) Coriander on Kulcha

7) The kulcha is now ready to be served

Rrrrrr-raiittaaaa!!!!!

A steel container is used to store the Yummyy boondiiii Raitaa ..!!

He serves this Boondi raita so that his heavy-yummy food can be digested , as it is good for digestion ....

KHAANA KHAZANA !!!

 Manoj, the owner stores all packaging stuff in the Almirah .
   All stuff which he cannot take with him, it has to be stored in the Almirah only .

The Almirah is locked to the grill gate for safety .
The top of the Almirah is also used as a table .

My point of view on Struggle

It is well said that there is no success or fame as we say it without struggle . Well now you must be wondering why I am saying all this , the thing is that the joint which I am doing my research on , the owner and the workers remind me of this quote because during my research I got to know that the owner wanted to be a service man and not an owner of a joint . Well when I say struggle i mean both the owner and the workers , the workers are from uttar Pradesh and are living here in Delhi so that they could send money to the family back home and as for the owner he has to keep both the workers in his house and has to earn enough so that he can support his entire family , pay for the joint expenses, and pay the workers as well even though the job he was working before taking over the joint paid him more with different benefits .

My view of the owner

Manoj the owner of the joint is 32 year and is very passionate about what he is doing as it is something which his father started and as he was very closed to him even if it means that he studied till 12th and has work experience for 5-6 months goes to waste but he is ready to sacrifice that .

His stall does not have the facility of home delivery as he thinks that it's time consuming.

He believes that every other kulcha joint is a tough competition even though what he sells is complety different from other kulcha joints , as he feels that even his joint is different he thinks that they should always keep their feet touched to the ground .

STREET FOOD

STREET FOOD!! What comes to your mind the moment you hear that word? Thought so, Gol Gappas? That is precisely what comes to everyones mind. Adjectives? Mouthwatering, tasty, hygienic, unhygienic. BUT does that stop or restrict anyone from eating it? NO

Everyone at some point in their life has eaten street food of some sort. 

Lets go way off  topic now, and talk about Matar Kulcha, which is a very famous North Indian dish, which tastes its best on the streets. Passing the area everyday I noticed how involved Manoj looks in making the Matar Kulcha and distributing it to his clients, he wakes up every morning to set this stall up with his helpers, his livelihood is dependent on the amount of plates he sells per day, and he takes every street vendor around as his competition. From Students to rickshaw drivers, Manoj has created a small brand for himself, which everyone around who wants a quick bite resorts to.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  

Chatar ... The SPICY Matar ...!!

Nearby my place, Matra Kulcha stall exists. I didn't knew about that stall .
But the moment we got the research project on the stall, I started hearing all the Chatar Patar
of my friends related to that CHATAR MATAR( matar kulcha) .


That time when I first visited the stall, I didn't like the place at all . My friends asked me to taste the food . As per they said, I tasted the Food . And believe me, It was too
                                                     SPICY ... AHHHH!!!

STORAGE IN THE SET UP

STORAGE OF NAPKINS

The napkins are stored in a small basket hung onto his carrier.

STORAGE OF GHEE

Ghee is stored in a plastic container kept on the floor behind the set up and then covered with a cellophane paper.

STORAGE OF MASALA

They are stored systematically near to the the big peetal pot so that it is easy for him to prepare them hot and fresh.

STORAGE OF PLASTIC BAGS

The plastic bags used in packaging are stored in  1 big plastic bag and then hung onto the grill behind his set up for better convenience .

This is a place under his working table where the vendor, Manoj stores all his extra vegetables that he uses to make chole kulcha .

Unique Selling Proposition

Manoj, the owner of the matar kulcha wala  takes other joints as a tough competition. Though his shop doesn't have a name & he believes in mouth to mouth advertising. His stall is very popular &

The USP 

of the matar kulcha wala  is the topping on the kulcha which no other joint does. The topping of the kulchas is the special spicy chutney which is made with Garlic (lasun) & Chilli (mirchi). The kulchas are then stuffed with cottage cheese (paneer).

He doesn't display his food like different food joints but he has a live counter where he cooks chole & kulche, and he serves it hot to his customers.

CUSTOMER QUESTIONNAIRE ANALYSIS REVIEW

ANALYSIS REVIEW

According to all the customers the food is served hot and fresh

Yummy Kulcha

Food

Kulcha

It's the speciality of the Matar Kulcha person me and my group members did our research on . There are two types of Kulcha served :-

The Location and it's Surroundings

When I was travelling past the Matar Kulcha place the other day I started to notice the visual setting, and what caught my attention was the open garbage disposal a few meters away. The Matar Kulcha isn't located in the best area, the flooring is uneven and muddy, which results in a lot of dust.

BIG PEETAL POT

By the end of this week, I discovered alot about The Matra Kulcha wala.
But the most fascinating thing was the 

BIG PEETAL POT 

which I actually notice at every Matra kulcha wala I have ever been.
Manoj, the sole owner of this Matra Kulcha wala in Naraina Vihar told me the secret behind using this specific peetal utensil.

#Foodie #Nomnom

Street Food is not exactly something I am for, mainly due to hygiene issues, but for the longest time in my class there has been buzzing talk about this place where one gets UNBELIEVABLY Good Matar Kulcha.

The Ultimate Experience Of Matra Kulcha

When i hear Matra Kulcha my mouth literally starts to water and being a North Indian as well as someone who is a foody and on top of that loves spicy food is like visiting the heavens for a short time span .