Tips from Managing Director of Sri Krishna Sweets

Converting the much-maligned `mysurpa' into an eminently likeable item is the proof of his success in the food world wherein "knowing the customer in and out" plays a vital role, feels M.Krishnan, Managing Director of Sri Krishna Sweets.

For the 52-year-old, who had a humble beginning with a sweet stall set up by his father Mahadeva Iyer in 1948, it had been a saga of determination, patience and hard work to build an empire of sorts in the sweet world.

"I am confident that anyone can make an impression in the food industry provided he has the discipline, commitment and, above all, the understanding of what the people want," observes Mr. Krishnan. One should know the pulse of the customer. `Taste' differs from person to person, mood to mood and even place to place.

"If I were to provide original Chinese food or even original bisibelebath, nobody will like it here. Similarly, the way that the original Mangalore sweets are prepared may not be liked here. For Keralites, most of the items should be coconut-based. Hence what is required is how you localize it." On how his efforts in making mysurpa a synonym with his company clicked, he says the major problem with this very common sweet was that it could feel like a "brick".

In the olden days they had no proper preservation technique. "All that we have done is to remove the hardness. When most of the stalls used to inform that their products were not made of pure ghee, we announced that all our items are made of only pure ghee."

After graduating in 1974, it took four years for him to shift the shop to R.S.Puram in Coimbatore and another 13 years to open one more branch in the city.

"It is no more roadside eating. People want tasty items in hygienic surroundings and in better ambience. It has virtually become a jewellery now." Hence, he introduced granite flooring, bearers wearing uniform and programmed everything scientifically.

"It is the genuineness of the product, which ultimately matters. It was a silent message. Then there was no looking back. We are sure nothing can go wrong," he says with confidence.

The company, with staff strength of 1,500 now has 50 outlets spread all over the country and one in Dubai. It even has a tie-up in Los Angeles. "I continue my father's legacy of focusing only on the common man. It is he who loves food and sending him home happy is my bounden duty. Hence, the products should be made affordable even to the poorest."

His worry is that despite the mind-boggling volume of sweets and savouries produced all over the country, this remains an unorganised sector with no data.

Even the universities and catering institutes hardly bother about teaching ethnic food. "They are more interested in continental and other cuisines. Hence there is hardly any research on ethnic food."

Universities should make local food a part of their syllabi, he argues.



Source: The Hindu