HERALD: Your company is spreading its wings. How did you make it happen?
SAMEER KUNCOLIEKAR: I have been working in the food industry for 21 years, from a small chicken shop to what we are today is mainly driven by our passion and commitment to always serve our customers fresh, quality chicken in a hygienic environment. We understood the need to reach to a larger customer base and give them access to good quality products.
In 2014, we launched Ambica Ready to Fry products like Chicken Nuggets, Chicken Sausages, around 21 varieties, the only Goan brand to have such a wide variety for the modern population and their taste.
We realised that in a competitive and ever changing market collaborations and helping one another is the only way to grow. The Ambica Chicken franchisee is a business opportunity for Goans to get into an industry where demand is never ending and become successful by serving good quality products to a large base.
As for Ambica Hotspot, we wanted to create a Goan brand which was trendy, matched the QSR’s of international standards and be taken to every city in India and beyond.
HERALD: How tough was it initially?
SK: Well, challenges are a part of a business journey. For Ambica Chicken the challenge was moving from an unorganised business to an organised one, while majority of the market still operates traditionally. But the customers definitely saw the value addition for them in our efforts and gave us their trust.
We wanted to make ready to fry products and Ambica Hotspot menu the best one, of superior quality and standardised. We did not have the expertise, so we consulted chefs from Canada, Mumbai, Bangalore; visited many exhibitions, studied the industry and worked with many manufacturers in India. Lack of facilities, manpower and infrastructure in Goa led the R&D in Mumbai and we outsourced production to huge production facilities that match international standards and have best quality output.
We also had to face losses while doing trial and error, were victims of pilferage and wrong decisions. The pressure of continuous debt borrowing and high interest rates, demonetisation and GST set back and more. We had to sell equipment to pay our loans. This effort paid, when we got awarded ‘Best Emerging QSR Brand in India’ in 2019.
HERALD: How is your company unique and what do you offer to Goa?
SK: In the unorganised industry, we were one of the few brands that focused on the quality and hygiene factor and known for providing fresh and tender chicken products. Our stores are designed to give a clean ambience and experience to customers.
We are giving Goans the opportunity to own Ambica Chicken franchisee store and make a difference in their lives. This will generate employment. We will be helping them through trainings.
HERALD: Where all are you providing your services and how would you rate the Goa market as compared to others?
SK: We Goans are chicken lovers. Ambica has been a preferred brand for over 3 decades. We have nine Ambica Chicken and one Ambica Hotspot QSR in Goa, also direct supply to bulk buyers and presence of our ready to fry products across retail stores. Customers today have become more aware and conscious of their purchases. Besides value for money the customer is looking for brands that they can trust and associate with.
HERALD: Do you have any plans to expand?
SK: We definitely have plans, but through collaboration and providing opportunity for others, as this is the only way everyone can grow in the economy. In Goa, we are looking for the right people who are passionate about starting an Ambica Chicken shop, who is ready to follow the ready-made success model and wants to make a difference by serving people. They can grow with us.
As for Ambica Hotspot, this QSR model has huge demand in the India market with increasing demand for quick and trendy food the opportunities are many, we are franchising this model pan India.
HERALD: Online market must be your biggest competitor. How do you manage your business in this competitive environment?
SK: Our business models are future driven; our R&D team is always very active. The online food delivery platform is a boon for us, we get additional 30-40 per cent revenue in our QSR from them, and this was possible as our systems and infrastructure was ready to adapt to them. As for competition, we focus on our marketing activities very diligently and listen to what our customer wants. Competition is always healthy as it drives you, and we believe in collaborating.
HERALD: With the economy slowing down people prefer to eat at home. How are you facing this challenge?
SK: To the aspiring entrepreneurs and professionals out there, the food industry especially QSR market is booming, even during recession, as everyone eats at least 2-3 times a day. Those who are looking to start business, franchising is the best way as they entire model is ready-made. In own business there is a failure chance of 95 per cent in the first five years, as franchisee the success rate is 95 per cent and failure rate is only five per cent in the first five years.
