Indian food business now worth Rs 75,000 crore, growing at healthy rate

In foodie terms, it could best be described as a melting pot. The second Indian Restaurant Congress held in New Delhi last week had venture capitalists, marketing gurus, social media specialists, chefs and restaurateurs rubbing shoulders with each other — all with food on their mind. The business of food, that is. What was served to them would have perhaps whetted their appetite for more. According to a report released at the Congress, the Indian food services industry is worth nearly Rs 75,000 crore now and is growing at a healthy compounded annual growth rate of 17%. It is likely to reach Rs 1,37,000 crore by 2015.

For many years, the food business has been seen as a tempting and lucrative opportunity — reflected in the fact that opening a restaurant tops the wish-list of a number of people. But what would make the next few years exciting for the sector is the way the market is rapidly getting organized. Gaurav Marya, president of Franchise India that prepared the report, says that even though 70% of the market is currently dominated by unorganized players, the organized segment has witnessed double-digit growth across formats, especially quick service restaurants driven by international chains, and causal and fine dining outlets dominated by Indian and private equity majors. "In the future, the organized market is expected to grow even faster — at around 20 to 25% per annum," he says.

The growth is accentuated by factors that have been in existence in India since the past few years — namely rise in disposable incomes and families becoming progressively nuclear. This captive audience has led to many investors drooling over the great Indian restaurant bazaar. "With the growing popularity of the food and beverage businesses in India , the investment community has made significant investments here. Last year, these businesses received $ 256mn of funding overall, while this year has already seen $ 43mn being invested," says Sandeep Kohli, who, as the former India head of Yum Restaurants , brought brands like KFC and Pizza Hut to the country.

The proliferation of more outlets, especially across popular categories like quick service or fast food, casual, fine dining as well as food courts may mean more people heading out of home to grab a bite. But it also means the industry has to pull up its socks to meet higher customer expectations . "With a smarter consumer who has multiple options, quality control has to be high and sustainable because consumer loyalty is no longer a given in a cluttered market place," says Kohli.

With increased competition, meeting customer expectations is going to be a challenge, especially for restaurants which are looking at ramping up their operations to reach a wider customer base. "The key area for a restaurant chain is to ensure consistency in service and food standards," says Kabir Advani, managing director of Berco's that serves Chinese and Thai, and has 15 outlets spread across the National Capital Region.

"A person visiting our restaurant in Connaught Place from his office during lunch may visit our Gurgaon outlet for dinner with his family. Naturally, he will expect similar quality. Our job is to ensure we match his expectations wherever he goes." But in order to do that, a good team with an efficient manager and a skilled chef is essential. As the sector expands, retaining talent — a key attribute for the success of a restaurant — is going to be a major headache for restaurateurs. Industry estimates put the requirement of trained manpower in the business at around 30 lakh within the next few years, a number which will grow further as demand increases. Pankaj Chaddah, cofounder of restaurant review site Zomato, says that the industry urgently needs to invest in training and making jobs more lucrative. "There is very little loyalty towards any employer from the staff and they shift for small raises. Even students from hotel management institutes are opting for jobs in other industries related to the service sector ."

Celebrity chef Sanjeev Kapoor, who also runs a number of successful multi-brand restaurants, says that the only way to counter this issue is to shift the focus from "customers first" to "employees first." "If your employees are happy, your customers would be happy," he says. "Most of the new entrants to the business are penny wise pound foolish , where they would invest lakhs of rupees to bring in imported lights for their outlet, but would be reluctant to pay Rs 50,000 a month to an effective manager."

Poor employee retention has led to many restaurants shutting shop quickly. But another bottleneck for the industry is the high value of real estate, especially rentals in malls where footfalls might not justify cost of operations. Restaurateurs are working around this problem by opting for revenue-sharing arrangements with landlords. "Partnering with real estate owners is the only viable business model for the future, otherwise high land cost can easily bleed a restaurant," says Rajeev Panjwani , vice-president of the National Restaurant Association of India.

Over-expectation is yet another stumbling block. Kapoor says that most people don't realize that they are getting into a 365-day-a-year job with no holidays.

"Most of the growth is being driven by new entrants who are cash-rich but glamour struck," he says. "They are not aware of the hard side of the business and eventually phase out because of excessive investments in their projects and over estimated sales."

But despite bottlenecks and the inherent risks, it's an exciting time to be in the food business. Chennai-based Mohammed Ali, who runs an online community of people passionate about food, compares it to a marriage. "There are various phases to it — some sweet, some bittersweet . At the end, what counts is passion and, of course, good sense."

A recipe that those eyeing the restaurant pie can take note of. Look out for the burns, though.