Puran poli to Purna Bramha: an exemplary entrepreneurial journey

Case Facts
• Jayanti Kathale, an MCA from the University of Nagpur
• worked for Infosys and Bristlecone, a division of Mahindra Consulting Group.
• began by using Orkut to sell homemade modak. carried on with her business in
Australia and then, after coming back to India, grew it.
• Purna Bramha is a food and beverage company based in Bangalore that specialises in
serving authentic Marathi food. It is also present in Singapore, Australia, the United
States, and India.
• Date of Inception: June 2013
• First Setup in the HSR Layout in Bengaluru, Karnataka, a 600 square foot, 24-seat
dine-in establishment was established.
• In ten months, the restaurant added 250 seats and employed 70 people. Expanded
internationally.
• Jayanti's sister-in-law contributed 12 lac, and her husband contributed 6 lac at first.
• Committed to providing real Marathi food to help people who are far from home feel
more connected.
• The USP for the authentic regional cuisine, specifically Marathi cuisine, was its lack of
significant competition in the area.
• places a strong emphasis on cross-functional training, uniform policies, menu tasting
sessions, and manners.
• Fair salary practises, water therapy, and music therapy.
• Special delivery techniques for festivals and one-on-one conversations with clients.
• Experienced a financial hardship as a result of a PR company's exorbitant fees.
• Established a franchisee model and established Manaswini Food Pvt Ltd in order to
get out of financial trouble.
• Strong backing from her brother-in-law Manish and husband Pranav, as well as from
visionary people like Sudha and Narayana Murthy.
• Highlights the significance of family support, gender empowerment, and the need of
tenacity and integrity in business.
• By tying departments together and monitoring servings per dish, it guarantees
consistency in both taste and service.
• carries out measures to reduce food waste and promote sustainability.
• preserves customary cultural customs in the ambiance and operations of the
restaurant.
• Though Purna Bramha was successful at first, it has now reached a standstill.

Problem
• Despite initial success, Purna Bramha is experiencing stagnation.
• Difficulty in determining a pricing strategy that balances sustainability and cultural
authenticity.
• Nearby eateries offering lower prices could affect customer retention.
• Need to introduce new items to keep the menu fresh and appealing.
Problem Statement
How can Jayanti Kathale revise the pricing strategy of Purna Bramha to ensure business
sustainability, retain and grow the customer base, and maintain the cultural authenticity of
the brand?

Decision Problem
Determining the most effective pricing strategy for Purna Bramha that aligns with its cultural
values and business goals.

Criteria
• Profitability: The plan should guarantee that the company continues to turn a profit.
• Customer Retention: It ought to assist in drawing in new clients while retaining
current ones.
• Cultural Authenticity: The plan should be in line with Purna Bramha's philosophy of
serving real Marathi food.
• Competitiveness: Purna Bramha should be positioned favourably in relation to rivals.
• Flexibility: The plan should be able to adjust as expenses and market conditions
change.

Alternatives
• Cost-Plus Pricing: Add a fixed margin to the total cost of each dish.
• Value-Based Pricing: Determine prices by considering the customer's perception of
value.
• Competitive Pricing: Take Purna Bramha's USP into account while matching prices
with rivals.
• Dynamic Pricing: Modify costs in response to demand, the season, or other variables.
• Pricing strategies that psychologically appeal to consumers should be used, such as
₹99 rather than ₹100.
• Discounts and Loyalty Programmes: To keep customers and promote return business,
offer discounts or loyalty programmes.

Alternative Analysis
Profitability Customer Cultural Competitiveness Flexibility
Retention Authenticity
Cost-Plus High Medium High Low Low
Pricing
Value-Based Medium High High Medium High
Pricing
Competitive Low High Medium High Medium
Pricing
Dynamic High High Medium High High
Pricing
Psychological Medium High Low High Low
Pricing
Discount & Low High Low High Medium
Loyalty
Recommendation
A hybrid strategy that combines dynamic pricing and value-based pricing would be the best
way forward. Value-Based Pricing will guarantee that costs appropriately represent the
genuine experience and cultural significance of Purna Bramha's products, allowing them to
command a higher price than rival companies. Offering special prices during festivals or off-
peak hours is just one example of how dynamic pricing will enable flexibility and
responsiveness to market conditions, demand fluctuations, and customer behaviour
patterns. This plan will support the brand's cultural authenticity, customer acquisition and
retention, and profitability maintenance.