Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/4782
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dc.contributor.authorJaikumar, Saravana
dc.date.accessioned2024-04-14T07:01:40Z
dc.date.available2024-04-14T07:01:40Z
dc.date.issued2023
dc.identifier.urihttps://ir.iimcal.ac.in:8443/jspui/handle/123456789/4782
dc.identifier.urihttps://www.iimcal.ac.in/case-studies-lists#accordion-6
dc.descriptionData Source: Primaryen_US
dc.descriptionIndustry: Digital Marketing and Strategy for Restaurant Chain
dc.descriptionCase Reference No: IIMC-CRC-2023-07
dc.descriptionCase Length: 14 pages + Teaching Note
dc.descriptionCategory: 1
dc.descriptionThematic Group: Marketing/Branding/Advertising
dc.descriptionBiosketch: Prof. Saravana Jaikumar, Marketing Group, IIM Calcutta, Joka-Kolkata
dc.description.abstract"Chowman, founded in 2010 in Kolkata by Debaditya Chaudhury, has revolutionized the Chinese dining experience by bridging the gap between street-side eateries and upscale restaurants. Emphasizing authentic Chinese cuisine at affordable prices, Chowman has experienced rapid growth, expanding to 34 outlets across Kolkata, Bengaluru, Delhi-NCR, and Hyderabad by 2023. This expansion is supported by a robust marketing strategy, an innovative digital presence through its proprietary app, and strategic use of online food aggregators. Despite challenges in manpower management and quality control, Chowman has maintained its commitment to high-quality food and customer service. The brand's growth strategy, deeply intertwined with its digital engagement and branding efforts, showcases Chaudhury's vision of offering a fine-dining experience accessible to the middle class. Chowman's dedication to understanding consumer behavior, optimizing digital channels, and engaging customers through social media and personalized services has positioned it as a leading brand in the Oriental cuisine segment. The case focuses on decisions facing Chowman - on refining its branding strategy, optimizing digital engagement, and choosing between organic growth, venture capital, or franchising as its path forward. "en_US
dc.language.isoen_USen_US
dc.publisherIndian Institute of Management Calcutta Case Research Centeren_US
dc.subjectChowmanen_US
dc.subjectRestaurant marketingen_US
dc.subjectDigital engagementen_US
dc.subjectDigital marketingen_US
dc.subjectSocial media marketingen_US
dc.subjectExpansionen_US
dc.subjectFood aggregatorsen_US
dc.titleChowman: The Culinary Maestro from Kolkataen_US
dc.typeArticleen_US
Appears in Collections:2023-24

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