A family of three brothers in Karnataka left their home and went to a small town next door with the idea of standing on their own feet and started their life as cooks in the homes of some rich people. Today they have established a thousand crore rupees company and are competing with big companies like ITC and Hindustan Unilever in 31 countries. Business man what company am I talking about It is MTR Daily at some time we see the advertisement of this company on TV but the point here is that in 1975 when Indira Gandhi declared emergency at home in India many companies and restaurants that do food business in our country came to a situation where they were almost closed down but at the same time. Sadanandam who runs MTR business, has turned NTR business into a multi million dollar company with his own intelligence. But how did all this become possible After coming from an ordinary middle class family and working as cooks in many homes these three Moya brothers struggled and established a big food business. Today I am going to tell you what is the strategy that should be implemented in 1921 there were three brothers in a place called Udupi in Karnataka they were Parameshwaraya Ganapayya aka Yajna Narayanavayya. When these three also became adults they decided to take up family responsibilities without depending on their parents and went to Bangalore for work. But here you have to remember that in 1920 team we were still under the control of the British and independent.
The whole country was in a state of turmoil fighting for India at that time but they did not have much education but these three brothers who left home at that time knew only one thing to do cooking so some rich people in Bangalore as well as landlords were cooking in the houses of these three brothers and earned some money. Parameshwaraiya the eldest of these three brothers was supported by his owner and suggested to start a small hotel. Parameshwara Maiya along with his elder brother Ganapayya started a tiffin center the same as Brahmin Coffee Club where they served idli dosa coffee and other South Indian dishes. After the health issues of Parameshwariya Yajna Narayana was the last to step into this business but today we all see that the reason for the company called MTR was not taken. During the world war the price of rice increased in India so many people wanted to buy rice but at the same time they made idli using rava instead of rice MTR company but it was a big success at that time it brought many customers in Bangalore to the restaurant if you notice still rava in NTR Foods Idli is so famous that it is also in high demand once he visited the European countries to learn new things in the food business to spend he visited the restaurant there. After studying the restaurant there he notices that cleanness and because every single restaurant in European countries has been kept very neat and attractive.
Narayanayya came to India. All of them have also been implemented in MTR restaurant. Hyzin is the sole intention that every single customer wants so if they can get married without both of them it will look attractive to every single customer. That is why NTR restaurant has become a favorite place for many customers in Bengaluru where they noticed the food items they serve along with the restaurants. It should be well understood because these are definitely used in five star restaurants in foreign countries so he did some experiments to make it in MTR restaurants and finally made a decision but the point here is whether he makes the decision or its test is not the matter here it is marketing it. The way it was done is mind blowing. For example in 1954 a movie named Chandraharam starring NTR and Savitri was released. This movie became a big hit in South Indian States. But what do you think this has to do with the company This movie has nothing to do with this business. But Yagnam Narayana took the name of this movie and named his own dessert named Chandraharam. That is why this sweet called Chandraharam in NTR restaurant has become more popular than all the sweets shops in Bengaluru. The company also follows the exact same strategy and makes their business a super hit or by taking a name that is very popular in the market and putting it on a particular product how many people know that name
Similarly Haldirams company first product was successful by naming Bijia after a famous king but here MTR company highlighted its product by naming a famous movie named Chandraharam. This is how many people do it in many ways because their business needs to improve so some people think that it is possible only with celebrities. Narayanayya In 1968 after turning NTR restaurant into a famous food brand in Bangalore with his genius strategy he was in trouble and then he took this company to the next generation. The Prime Minister Indira Gandhi imposed Emergency in India so at the same time the Central Government brought a new law according to this law all the companies and restaurants doing food business in the country have to sell their food products at much lower prices than the existing prices. Some restaurants have reduced their quality and closed their business. But this is where MTR company has implemented a genius strategy that is MTR company does not want to provide quality food to their customers during emergency time or they try hard to provide quality food at low price to their customers by spending back the profits they have earned till then MTR Restaurants used to run losses of 50 thousand to 1 lakh rupees daily as the losses increased for a few days and finally Sadananda Garu carried the MTR restaurant completely.
Before he closed the restaurant Sadananda Maiya thought of a genius strategy that is after lifting the emergency the prices of foods will definitely increase again and customers will also buy them. This will further increase so here Sadananda Ayyagaru made packaged foods instead of serving them and converted every food item he wanted to sell into package format. Sadanand Aiyagaru has also made instant food items like Upma Dosa and Rava Idli along with packaged food items which means that if you boil the food in the packet it will be ready so what happened because of this all the demand for NTR restaurant until then shifted to NTR package and food items. After the lifting of emergency in 1977 Sadanandam again opened his restaurant business but the point here is that the packages food business he started during the emergency was well developed by the time emergency was lifted so even though this was the right time, Sadanandam took this MTR brand to all the states in South India. Expanded Like Andhra Pradesh Tamilnadu Kerala But here you need to know that the people of South India eat almost the same type of food although there is a little change in taste and flower like idli dosa sambar upma and biryani the famous food items are eaten the same in all the states. But it is not like that in North India, the food habits of the people there are very different compared to South India so what happened is that NTR company was not successful in North India in South India but here Sadananda Maiya implemented a genius strategy that is their business is not selling South Indian food in North India. In the state however they are explaining that after knowing what kind of food items the people eat the most MTR company started their business in North India by preparing that particular food as instant food items.
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