Debaditya Chaudhury - We Have Always Kept Ourselves Ahead Of The Industry When It Comes To Technology (Managing Director of Chowman, India)

We usually abide by the FIFO/ First In First Out method which helps in stock rotation and managing the inventory. This helps in keeping a check on items that are susceptible to spoilage and rotting in a shorter period of time. 

1. Tell us something about your early days & career story.

Well I started my journey as a musician in the beginning as a founding member of
‘Lakkhichhara’ which later popularised as one of the leading Bangla Rock bands in
Kolkata and beyond. After a while, I entered into the corporate segment as the Vice- President of a PR agency named ‘Blue Lotus' while continuing my venture as a musician. It was not until 2010 that I first conceptualized Chowman.

2. Why did you decide to be in the food industry?

I am a foodie, and being a Bong, food is something that holds a special place in my heart. Ever since I was a child I would literally pass on my unsolicited comments, reviewing my schoolmates’ everyday tiffin. Interestingly, I also grew up in a locality with one of the oldest Indo-Chinese restaurants called Kim Wah witnessing the flocking of crowds to and fro at the restaurant. I would often visit the place and it was a true amaze for me to see the chefs cooking. I loved their food and that is what triggered my love for Chinese cuisine. 

Later in my late teens, being one of the founder members of Kolkata’s leading Bangla rock band -Lakkhichhara, I would often be on the road, traveling to various parts of the world for concerts which gave me a lot of opportunities in exploring more about food. I would be visiting many food joints around the streets and places in my spare time in between my concerts. In 2010 I started Chowman’s journey with a 350 sq ft place.

3. What are some of the day-to-day business challenges that you face & how do you overcome them?

Currently, we are in a vigorous expansion mode across Kolkata and going nationwide by back-to-back opening outlets in Bengaluru and Delhi. As an entrepreneur, there will always be challenges for me, and for my brand. Especially to come out of a cocoon and spread its wings as a nationwide brand is not just a word of mouth! The first and most important challenge that we face is employee retention. The attrition rate in the hospitality industry is higher than in any other sector and that is because of many reasons. 

But we are trying to control that and have successfully reduced the rate of attrition by introducing HR policies that are both beneficial and accommodating for the employees. Some of our policies include Upskilling/Re-skilling employees, Cash Awards/Certificates for extraordinary performances, Refer & Earn Programs, Introducing Speak to MD (Employees can directly get in touch with employees), etc.

4. Food industry is a major contributor to wastage. How do you minimize that?

We usually abide by the FIFO/ First In First Out method which helps in stock rotation and managing the inventory. This helps in keeping a check on items that are susceptible to spoilage and rotting in a shorter period of time. Moreover, we conduct thorough training weekly to encourage staff in reducing food wastage. Another method includes tracking and analyzing their food waste to identify patterns and areas where waste can be minimized.

5. How do you leverage software & technologies for business efficiency?

We have always kept ourselves ahead of the industry when it comes to technology. We introduced menu QRs in all our restaurant's way before the pandemic started. We also launched our exclusive Chowman App in 2019 and we have been upgrading the same every day. We have a specialized backend team who works towards the development of the App. We currently have 160k+ active users in our app. Some of the app features that we have developed for a smoother customer experience and to ensure the brand can easily migrate the customer to their site, are major features we have developed over the years are:

• A user-friendly Interface: This is the basic starting point. The app should be designed using advanced languages such as Python and Laravel which provide a smooth and seamless customer experience for every age group. You cannot expect every customer to be tech-savvy but they should be able to use the app with ease.
• Seamless transitions: Apps should be able to host their databases and Websites which allows customers to have a seamless transition from one page to the other.
• Have an advanced ordering feature: Restaurants should insist on having an Advanced Ordering feature in which customers while placing the order has the liberty to choose a delivery time for later periods of the day or even the next day if they so wish.
• Smoother ordering experience: Try to implement Reduced Clicks and Easy checkout options, so customers have a smoother ordering experience
• Gift Voucher: This option enables one to gift a digital gift card with a choice of amount for a loved one, who instead can redeem the amount. Gift cards for Birthdays, anniversaries, and season’s greetings can be easily availed here.
• Live Chat feature: This feature enables our users to get instant support instantly from a representative. We conduct live customer support that is manually handled by our efficient feedback team, solving any kind of grievances, placing orders, or handling from easy to supercritical circumstances in a jiffy!
• Refer and Earn: For every user who signs up, restaurants can aim to provide a unique referral code. If a customer shares that referral code with someone, both get a certain amount credited to their Wallet.
• Discount along with Cashback: Unlike other delivery apps which only provide discounts, introduce something where customers benefit from getting a cashback along with a discount that is credited to their Wallet.
• Live Order Tracking: Live Order tracking with delivery executive details to allow Customers to know exactly where their food is and how much time it will take to be delivered.
• Dynamic Delivery time: For every customer, based on their location, and distance from the restaurant, they are shown a customized delivery time which helps them get an accurate understanding of their delivery time before ordering.
• Dynamic customer-based Push Notification: Work towards developing to provide customers with specific customized offers based on their ordering behavior which helps them engage more.

6. How do you stay connected with the F&B industry, and the apps that you use to do so?

We have been active on all major social media platforms to be connected and updated with the current happenings of the F&B industry, Further, we have been very vigorous with the social media channels of our brand- Chowman to be able to reach out to the potential customers with the latest offers.

7. What are your future plans?

We look forward to soon expanding ourselves throughout the nation. Our next expansion is happening in the West with Bombay and Pune, in the North with Chandigarh, and in the south Chennai and Hyderabad. Finally, our aim is to be present in all major cities of the country by 2026.

Brief Bio:

An ardent lover of food, a wanderer by heart, and with a fine ear for great music, Managing Director, Mr. Debaditya Chaudhury, had perforated the sphere of art, music, and food at a very tender age. Chowman was his brain-child. And right from the beginning of conceptualizing Chowman, he had been stern on bringing a bend to the prevalent Chinese food narrative in Bengal by spearheading Chinese food in its traditional, authentic form. This whole idea itself seemed to be challenging, especially after the age-old adaptation and appropriation of Chinese food topographically. Also, he wanted to work on his concept of “Democratizing the Fine Dining Experience”.

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Interviewed By - Aarya Gode