PetaWrapping All the Way!

Interview by Anupama Krishnakumar
[box]In an interview to Spark, Rakesh Raghunathan, Director of PetaWrap shares some interesting thoughts on his journey with his entrepreneurial venture, including the inspiration for PetaWrap, the research that goes into it, future plans and some advice for aspiring entrepreneurs. Anupama Krishnakumar listens in.[/box] [box type = “bio”]Rakesh Raghunathan is the Director of PetaWrap, a Chennai-based kiosk chain, whose name is an inspiration from the A.R.Rahman composed song PetaRap (Kaadhalan). PetaWrap serves fresh and healthy grilled wraps out of an auto rickshaw shaped kiosk.[/box]

A food entrepreneur with an interesting product. Tell us how PetaWrap came into being. Why did you decide to go the food way?

Food (be it cooking, creating new recipes) has always been something I have identified with. You blame my mother for being a splendid cook and spoiling me with the brilliant food she turns out.

While in NYC (where I worked) I used to enjoy the Mexican burritos and always thought if I started a food business, I would work on creating a ‘desi’ style burrito joint. The move happened and I was back in Madras (prefer calling it that way). While pondering on whether I should join the workforce or start up, I preferred starting up.  While discussing the concept of a healthy and fresh Indian wrap joint, a friend suggested the name PetaWrap (a pun on the song PetaRAP from the movie Kaadhalan). Thus, PetaWrap was born.

Why did you specifically choose the kiosk model? What inspired it?

I would certainly say the push carts/ hot dog stands in the U.S. were a source of inspiration for me to even think of a kiosk set-up.

The Kiosk model in India, although present, existed in a very unorganised manner (push carts, hawkers selling stuff). It did not adhere to strict hygiene and health standards. I wanted to create a brand/ product that would be affordable, while not compromising on health and hygiene factors.

With just 25 sq ft of space, manned by one person, the kiosk model is very cost-effective and is very quick to scale up too.

Was there any particular reason why you chose to start off in Chennai (or as the true-Chennai lovers would like to call it, Madras!) apart from the fact that you belong to the place?

Madras is home to me and it was easy for me to launch it here. It also happens to be an unexploited market with great potential. Very cash rich too. Besides, I found the idea of building something that would take the Chennaiite beyond his usual conservative food choices, challenging.

You have worked with other firms before you launched PetaWrap. How was your earlier work experience useful in the setting up of PetaWrap?

I worked with HP (Hewlett Packard) in Chennai. What I learnt from there is how to put processes in place. I learnt the importance of recording every bit of day-to-day work and putting systems in place to monitor it (not necessarily technology, but even a simple excel sheet print out to record processes). I got my green belt certification / Six Sigma from them. When I think about new processes or products, I certainly think about the turn-around time to create that particular process or product.

What is it about your business that keeps you on your toes? Have there been any specific challenges? How did/do you tackle them?

Labour issues haunt me. Gone are the days where you find loyal people. This is a kiosk model managed by just one person. There have been days/ times when some kiosk employees don’t show up after their pay check. I would sometimes be greeted with the sight of a shut kiosk on my way home! Not a pleasant sight!

Inflation is yet another issue that worries us. Our margins dwindle due to increases in prices of raw materials, labour, fuel etc. But we are unable to increase rates and pass it on to the customers.

What’s the sort of research that goes into PetaWrap? Particularly the fills?

They are all shelf life tested. No product has any form of preservatives and/or added colours. We assure our products are fresh and healthy. When we refer to ‘healthy’, we don’t mean the “calorie-conscious” healthy. What we mean is zero preservatives and no added fats, only lean meat used etc. This is truly where the Indian market is heading.

What’s your personal favourite among PetaWrap’s offerings? What’s the mass favourite?

I love the new menu we have come up with. The Corny Cheesy Wrap is my new found love. The mass favourite is the Fiery Hot Paneer Wrap and the Bhuna Chicken wrap which are simply PetaWrappic! 😉

What’s that one compliment about PetaWrap that made you smile really wide and one feedback that made you sit up and think – oh yes, I should work on this?

When I go to a kiosk without wearing my PetaWrap T-shirt and overhear people biting into the wraps and going “Mmmmm”, my day is made. After a hard day’s work the sound of that is what keeps us going.

We have had issues in the past where our supplies made wouldn’t last enough for the entire day. We have got complaints and even lost out on sales. But we have made significant efforts to improve our supply chain model. When I take my friends to the outlets, I pray that all the items they want should be available.

Will we get to see Petawrap in other cities too in the future? Would the kiosks be auto rickshaws in these places too? 🙂

Yes. PetaWrap is scaling up. We are looking to expand in Tier 2 cities.  And yes, auto rickshaw all the way!!

Are you thinking of expanding the menu going forward? In what ways?

The Food industry is growing, so are the consumers’ taste buds. They are becoming a lot more experimental, and I have seen this transition even in the last two years, since the time I started. We will soon be launching international flavours.

You are a young entrepreneur yourself. What are three very important things that you would like to tell from your experience, to aspiring entrepreneurs? 

Narrowing it down to three things is challenging considering everyday is a new beginning.

I can say, let not the comfort of getting a paycheck every month, dissuade you from starting up. Starting up is hard and involves a lot of courage, but is extremely satisfying.

Look out for mentoring sessions offered by networks and organisations that are looking to enable entrepreneurs. The NEN and Tie are certain examples. They provide a platform to discuss your startup idea with industry experts, and give you the much-needed sense of where you’re going.

Focus Focus Focus – You are answerable to yourself as you do not have a boss to report to. I have had the ‘Monday morning blues’ of a different kind, often because I wouldn’t know where to start with no rigid schedule and plan in place. But yes, you learn to motivate yourself and work through it.

PetaWrap website : http://www.petawrap.in

PetaWrap on Facebook : http://www.facebook.com/Petawrap

[box type=”download”] If you have trouble opening the PDF, please right click on the button and select ‘Save Link As/Save Target As’. This will help save the PDF to your computer. If you still have trouble, drop us a mail at editors@sparkthemagazine.com and we will mail you the PDF straight to your inbox! DON’T MISS THE PDF EXPERIENCE![/box] [button link=”http://www.sparkthemagazine.com/wp-content/uploads/2012/02/spark-feb-2012.pdf” newwindow=”yes”] Click here to download the Feb 2012 issue as a PDF![/button] [button link=”http://issuu.com/sparkeditor/docs/spark-feb-2012?mode=embed&layout=http%3A%2F%2Fskin.issuu.com%2Fv%2Fcolor%2Flayout.xml&backgroundColor=000000&showFlipBtn=true” color=”green” newwindow=”yes”] Click here to flip and read the issue like a magazine![/button]

 

 

 

 

 

 

 

 

[facebook]Share[/facebook] [retweet]Tweet[/retweet]