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Vision, Mission and Goals Case Study

Case Title:

India’s Branded Vada Pav Chain Jumbo King’s Ambitious Plans

Publication Year : 2010

Authors: N Sharma, J Thadamalla, S Chaganty

Industry: Retailing


Case Code: VMG0016IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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Jumbo King, a branded Vada Pav fast food chain which started its business in the Indian city, Mumbai in 2001 with a capital of INR200,000 decided to expand its business across the other Indian States. The company's business model was inspired by McDonalds and Subway and hoped to stimulate customers' taste buds with its INR8 ($0.16) Vada Pavs in line with 15 cent McBurgers. Most of the company's outlets were situated near the railway stations and busy places where a constant stream of commuters as potential customers was assured. Jumbo King's business focused on delivering good service, quality, cleanliness and value. But, presence of the multinational food chains, roadside vendors and Udipi restaurant etc proved to be a challenge for Jumbo King to attract customers. The case details the emergence and growth of Jumbo King and its strategy to expand nationwide. It remained to be seen whether Jumbo King would be able to deliver McDonald's and Subway's experience in the long run.

Pedagogical Objectives:

  • To competitive dynamics of the Indian fast food industry
  • To the emergence and growth strategy of Jumbo King
  • To opportunities and challenges for Jumbo King in the Indian fast food industry.

Keywords : Jumbo King, Brand building, Expansion strategy, Distribution network, Vada Pav, McDonald's, Burger King, Indian fast food industry, Ethnic foods, Brand image


  • Indian Fast Food Industry: An Overview
  • Jumbo King's Domestic Expansion Drive
  • Road Ahead

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