BY ROBIN GHOSH
ECONOMIST AND BUSINESS MENTOR
KOLKATA, 24 FEBRUARY 2024:
Have you heard the word ” Kabiraji Cutlet” ?
Probably not.
And probably yes, if you are connected somehow with Kolkata.
Kobiraji cutlet is a very popular street food. A delightful snacks loved by the Bengalees.
Can Kabiraji Cutlet , like Momo, conquer India’s tastebud?
Yes, it can – only if a marketing spin could be designed and effectively implemented with a gusto and if the effort is on a mission mode.
The story of momo is very interesting.Tender and juicy, momos have captured the imagination of India .
In a year, it is reported that Zomato has executed one crore order for momo. Even in Delhi, it has beaten the chole bhature – the popular Delhi street food by hands down.
This dramatic victory of momo is a classic case – where a food having origin in Tibet and Nepal captured the imagination of youth across India.
How and Why? Let us look at momo intently. It captures your taste bud immediately.
It is like a quick fix. Instant nirvana.
Secondly, somehow momo is perceived as a healthy food. Nutritious food.
A steamed product. A high protein food.
Third, making momo is a simple process and it is not pricey. It is pocket friendly.
Indeed a truly fast food – quick to prepare veg or non veg. Simple ingredients. Easy to handle and needs low cost equipment.
Given the coordinates of momo – the challenge is – can the Bengals iconic Kabiraji Cutlet be a runway hit product pan India?
First of all, there is a possibility. Because like momo, it is simple and quick to make.
Second, ingredients required to prepare Kabiraji Cutlet are available in all kirana stores and meat shops pan India.
Third, it is indeed a fast food.
You can get half done cutlets or create the half cooked cutlets at home and serve the customer hot and spicy.
You need a thela or a shop space of 100 sq. ft. Good enough.
At Rs 50/- ,if you are able to sell 100 units, you take home Rs. 5000/- per day. Minus cost @ Rs.25 per unit, your net income works out to Rs. 2500/- . Not bad .The return is good considering the investment.
So jai ho.
Hail Kabiraji Cutlet.
Why is it named Kabiraji Cutlet?
That is another story. British residents who lived in Calcutta demanded cutlets with ‘coverage’. Coverage turned into ‘Kabiraji’ by the native bengalis.
Who says Bengalees are not innovators?
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