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The Story of the Rising Cake
The Monginis brand name originated over 100 years ago, when 2 Italian brothers
set up a catering firm in south Mumbai.
Monginis catering services including cakes, pastries and savories were in great
demand. To the last detail, complete with a wedding cake it was Monginis that
breathed life and fun into the European weddings that took place in Bombay.
After it was bought over by the Khorakiwala's in 1960's, the brand has
remarkably grown to become the national leader in cakes
In 1971, for the first time in India, a plan of having an exclusive franchise cake
shop was conceptualized. Mr. H.T. Khorakiwala, the founder president of national
association of bakery industry, who spear headed the operations, realized that to
grow it was necessary to focus on production standards and distribution. The
retail management was best left to the shop owners, who were in a better position
to offer personalized service to the customers.
The success of the first franchise cake shop sparked off a setting up of a chain of
franchise cake shops all across India, which is nearing the 500 mark. Monginis
has emerged as one of the largest food store chain in India. At the sprawling
150,000 sq. feet combined manufacturing facilities in Mumbai and its twin city
thane. The organization today owns the state of the art manufacturing facilities to
produce a whole range of cakes and bakery products, both oven fresh and
supplied daily to all the cake shops.
A pioneering step was the franchising of manufacturing operations across the
cities of India. Monginis realized, at the outset, that the culture and tastes of
people differed from state to state and even from the same cities in the same state.
Hence Monginis opted for growth through the franchise route where the
manufacturing operations are owned and managed by the franchisee. These
franchises hail from that particular city and who understand the habit and tastes
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Monginis Aspires
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To supply the best quality products with value for money
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To maintain national leadership in cakes with a presence in
all towns across the country
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To develop human resources
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Franchise
Opportunity
Monginis Foods Pvt. Ltd.
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Franchise is a time tested method of
manufacturing and selling goods and
services by a contractual license which can
be categorized into –
Permitting the Franchisee to manufacture
and market the goods under and established
brand, expertise and goodwill of the
Franchisor with complete operational
guidance.
Permit the Franchisee shop to sell the
products and run the business under
obligation to run it in accordance with the
Franchisor's system
What is Franchising?
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In India's emerging boom market, there are hundreds
of successful product and services and an equal
number of unsuccessful ones. Now Monginis offers
you a franchise to operate the market with time
tested and repeatedly proven management concepts
and marketing techniques.
In the U.S.A. it has been estimated that over 80% of
new business fail in the first five years because they
operate on a basis of trial and error method.
However, every 17 minutes, a franchise business
opens in the United States.
Franchising is referred to as “wave of the future”. The
authors of mega trends 2000 predict that franchising
will account for more than half of all retail sales by
the early years of new millennium. In a study entitled
“future of franchising”, Naisbitt concluded that
“franchising is the most successful concept ever
created”
More than 540,000 franchises currently operate
throughout the united states, generating nearly 60%
of all retail sales.
This franchise system is constantly
updated concept with learning and
experience leveraged from many cities
with diverse cultures. Franchise system
offers financial independence and the
chance to own an independent business.
It is a system where you are in a
business for yourself, but not all by
yourself. You have the support and backing
of a much larger and successful organization
behind you.
The continuity and longevity of business under the
franchise mode are factors that have weighed heavily
in businessmen deciding on this way of prosperity.
A Monginis franchise enables you to purchase the
experience, reputation, brand awareness, training
expertise and marketing support of the franchisor.
Why Franchising?
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Why Monginis Franchising?
You become the immediate beneficiary of trademark
and goodwill associated with us and acquired over more
than 35 years.
Guidelines on various aspects for starting a Franchisee
manufacturing unit including site selection, estimation
of project cost, infrastructural requirements, related
government formalities, parameters for assessing the
potential of business in the area etc.
Minimum risk in the selection of right machinery and
equipments with proper installation and start up.
Assistance and time to time guidance in the stage wise
completion of franchise unit.
Popularity of brand ensures short lead time and good
sales response from day one.
Complete guidance regarding opening of franchise
shops, like selection of location, shop infrastructure,
internal decor, training of dealer salespersons etc.
Access to new formulations, product
recipe, specifications, expansion
programs, operational manuals etc.
Initial training provided at the
Monginis Headquarters in the areas
of –
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Finance, Taxation, Systems
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Sales skills of your Field Staff
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Shop sales skills and shop
management
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Training in Production Processes on the
shop floor
Training on the job extends even after unit
starts operations, with key company
persons remaining there to weed out the
teething problems and assist you in
ensuring quality standards.
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The Monginis Vision
Monginis follows a simple “doughnut principle”
where the customer remains that valued creamy
centre around whose satisfaction all activities
revolve. This is by creating value-for-money
products without compromising on quality in terms
of taste or appearance. It's been the main reason
for our rise as a franchisee network of nearly five
hundred outlets across India alone!
The bedrock of this success, is the emphasis on
freshness in our products, management, ideas,
ambience, customer service and décor of the
cake shops.
Our vision is to become a national cake
company with one thousand Monginis cake
shops through forty manufacturing
franchisee units spread over the metro
cities of India.
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Product Portfolio
The company has two strategic business units
1. STRATEGIC BUSINESS UNIT – I (SBU – I)
This business comprises of establishment of
franchised cake shops. The product range
would include all unpacked cakes & pastries;
bread products; chocolates & cookies; birthday
cakes; novelty cakes; savories including veg.
and non veg. patties, rolls, croissants, etc. the
franchisee would also be required to trade in
approved non-edible items like birthday
accessories and party related gift items
for exclusive supply to cake shops.
2. STRATEGIC BUSINESS UNIT –
II (SBU – II)
This business comprises of
packaged cakes which have shelf
life of 30 to 90 days. These products
are in the fast-moving-consumer-
goods category (FMCG) and are
required to be marketed in all the
relevant shops namely provision shops,
kirana stores, chemist shops, in the territory
defined.
The company offers a manufacturing franchise
for strategic business unit-I (SBU-I) viz the cake
shop business.
The packed cake (SBU-II) would continue to be
supplied from Mumbai.
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Manufacturing Franchisee Network
Now Monginis, after launching its 4th
successful Bake Shop in Hyderabad is all
set to open the same in other cities.
In the Bake Shop, customers will be
able to view freshly baked products
coming out of the oven and cakes
decorated in their presence.
City
Year of Establishment
No. of Cake Shops
Mumbai
Kolkata
Pune
Hyderabad
Rajkot
Nashik
Goa
Baroda
Ahmedabad
Surat
1972
1991
1995
1996
1998
1999
2000
2000
2003
2004
2005
165
115
48
7
10
10
29
24
19
14
5
Orissa
1993
35
Cairo (Egypt)
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Manufacturing Franchisee Testimonials
Our company started its production on 13th
December 1998. Due to the grand inauguration and
excellent quality of products, we could touch the
hearts of Rajkot public. Though the concept of “Cake
Shop” was new in Saurashtra region, we effortlessly
managed to build the image / brand of “Monginis”.
Until now we have received almost 350 applications
for Cake Shop, which in itself is a great achievement.
Delicious Foods,
Rajkot
Switz Foods became a Monginis Manufacturing
Franchise in 1991. Although Monginis then
was not as strong a brand as it is today, we
benefited immensely from the sharing of
learning experiences and from the inherent
strengths of the basket of products
painstakingly developed and nurtured over the
years by Moniginis Foods.
Today, twelve years later, Monginis is an “All
India” brand. In Kolkata, Monginis is
synonymous with cakes, good times and
celebration. Tomorrow, this will be true
for the whole of West Bengal. And what
Bengal thinks today is still true for the
rest of India.
Switz Foods,
Kolkata
“Monginis” is celebrating each and
every occasion and sharing joys with
so many people. Pune is bakery city but
even then Pune Monginis has created its
own identity, popularity and proud to say a
No. 1 bakery in Pune and its surroundings,
only because of its system of work, quality of
products, varieties and special shapes. We are very
much grateful that we are a family member of
“NATIONAL LEADER IN CAKES” and their
encouragement, freedom to create our identity as a
“Monginis Franchisee”.
Luft Foods Pvt. Ltd.
Pune
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Cake Shop Franchisee Testimonials
We are indeed fortunate to be in business with an
organization such as Monginis, which has a very
effective management system of accounts, taxation
etc. that we as franchisees can devote our time fully
in ensuring that our customers remain satisfied and
well-attended to…
Mr. Shantaram Ketkar – Monginis Cake Shop
Franchisee
Malad West, Mumbai
Ever since I set up the outlet nearly three and a
half years ago, my turnover as a franchise
unit has steadily doubled. The reason for
the rise of Monginis has been because of
the great variety of snacks and pastries it
offers as well as its competitive price
range with a constant superior quality
standard. My customers are always
satisfied and very happy.
Mr. Devidiga – Monginis Cake Shop
Franchisee
Thane, Mumbai
Its been fifteen years since we set up our
franchise outlet. In all these years
Monginis has been like a parent. The
reason for their continuous growth
even during trying times in the food
market has been because of the
constant attention paid to every
business need of the franchisee.
We feel part of the growing
Monginis food family and have
always reaped profits ever since we
set up the Monginis Cake Shop.
Mr. Chhabria – Monginis Cake Shop
Franchisee
Sion, Mumbai
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Press Room - Media Praise
“Cakewalking to the sweet taste of success… from a
hole-in-the-wall restaurant to a nationally franchised
brand, Monginis has come a long way…”
The Times of India
“…A piece of cake – Monginis Foods aims for a
thousand outlets. The credit for popularizing a
totally western food concept in India goes to
Zoher Khorakiwalla, Chairman and Managing
Director, Monginis Foods Ltd.”
Mid-Day
“let 'em eat cake… the Mumbai based
firm is determined to be No. 1 in cakes
in the country…”
Business World
“Celebrating Success – Monginis merrily
conquering new territories”
A&M
“Stirring up the Right Mix and Going Ahead to
Celebrate”
Brand Equity – Economic Times
Media Praise continues to ring in for an
organization that's had a singular focus
while making, or should we say, Baking its
way to the top.
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Corporate Gifting
Customise Monginis cakes with your esteemed
corporate logo and build goodwill with your patrons,
associates and customers.
With corporate's spending, an increasing number of
hours at the workplace and happily making
themselves "at home" in office, lines between the
personal and professional world have blurred.
Friends and office colleagues are the norm and
the boss is no longer the tyrannical monster
but an approachable senior who believes in
the open-door policy.
You can also strengthen relations with
clients, customers and partners with
home-baked sweet indulgence the
Monginis smorgasbord. Monginis is the
ideal partner to surprise the ones who
matter the most and make those
moments memorable with them.
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Chocolates
Chocolates are the universal language of friendship
and love.
Everybody loves chocolates - sharing a chocolate
breaks down all barriers between people. Indulging
in rich, creamy chocolate-y goodies is a sure fire way
of bringing a smile to your face.
Monginis now brings you the ultimate gift for
your near and dear ones - chocolate
bouquets and chocolate baskets! Our
richly decorated, lavish chocolate
delicacies are a wonderful present for
any occasion.
A chocolate bouquet is the best
alternative to perishable flowers and a
pleasant treat and surprise for your
loved ones.
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Terms and Conditions
1. The franchisee must have a clear title on the
proposed shop as “owner”.
2. The company will supply goods to the shop at a fixed
billing price. The franchisee will mark up
(a) 25% on cakes, savouries, party accessories
(b) 17.65% on Breads, Cookies, Chocolates and other
items
(c) Materials like trays, tongs, gloves, uniforms, tissues,
packing material etc. will be made available at
subsidized cost; generally around 50%
The MRP is fixed for all products by the company
3. One time security deposit of Rs. 1,00,000/- ;
refundable and non-interest bearing
4. One time franchisee fee of Rs. 25,000/-
5. Architect’s fee of Rs. 25,000/-
6. Returns –
(a) For the first 21 days from the date of opening of the
dealers shop, the Company shall take back all the
products which would become stale and / or unfit for
human consumption and give 100% refund of the
purchase price to the dealer.
(b) Refund 75% of the purchase price of products on
cakes, pastries, bars and other resale items and 85% of
the purchase price of breads and savouries items which
become stale and /or unfit for human consumption.
7. Cost of interiors including counters, air conditioners,
computer etc. to be borne by the franchisee
8. Licenses and legal requirements to be arranged for by
the franchisee
9. The franchisee has to submit pre-signed cheque
books – 300 leaves for MFPL and 100 leaves for Delicia.
10. Monginis Exclusivity – the franchisee has to
preserve the exclusiveness of the franchise and should
display, stock and sell only the products manufactured
and / or supplied by the Company
Franchiser Obligations
11. The company will supply goods once a day to the
shop free of cost
12. The company will lend its brand name to the front
signage as well as internal signages and will provide the
creatives and P.O.Ps.
13. The company will have relevant promotion of its
brand name and its products through the media
14. The company will impart training to the shop staff
before commencement through its various cake shops.
15. The company will have local promotions on the
opening day, to boost sales and awarness in the area
where the shop is located. (typically 50% sharing basis).