While walking through the streets of Mahabalipuram , I came across Shiva's cafe.
The cafe was not on the main road but in a lane where many tourists won't go in their first visit.
It captured my attention immediately with its antique appearance and dim lights. I was tempted
to have a cup of coffee but got to know that the cafe will start functioning only after a month.
I wondered how a cafe in an area ,away from the main market, will succeed in attracting customers,
but after a round of discussion with the owner of the cafe,
I captured his idea of avoiding competition and giving the cafe a different perspective in the
minds of the customers.
I enquired the cafe owner about the investments involved in starting a cafe and
how was he planning to advertize the cafe, as the location of the cafe might be a big challenge.
He told me that just below the cafe, on the ground floor, he had a swings shop which attracted mainly kids
and it was due to that he had developed good relationship with a lot many customers.
The suggestion of starting a cafe was an outcome of the suggestions given by these people.
This is a perfect example of taking inputs from the customer and also aiming at developing long term relationship
with the customers and try producing something new once you have gained the trust.
So,he did not seem interested in advertizing as he also pitched on the point that if the food is tasty, the customers will automatically come in.
Here comes the quality factor, but somehow i feel advertizing is important even if the quality is good.
One should'nt take chance in a competitive world like today's. That is my personal opinion.
But surely, After a month, i have decided to have that unsipped cup of coffee which i had missed this time.
Jitin Mehndiratta
FT13140
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