Pind Balluchi

Right from the holistic experience of Punjab’s soulful cuisines to the Village-Themed Ambience, the restaurants are ideal hotspots if one chooses to dine in a place that transports one to the quintessential Pind in Punjab. Owning 5+ National Awards to its credit & 40+ Restaurants in over 15 states.

About Project

Ever stone Capital Group, Partners with the brand appointed me to lead the entire marketing domain, pan India. Assumed the majority of responsibilities & accountabilities previously held by the vice president and the director of field marketing.

Our Role

  • Led the developed and implementation of annual marketing plans that resulted in consistent sales increases, in a booming industry. During this time, marketing played a key role in achieving sales growth that consistently outperformed key competitors and the industry as a whole. This growth resulted in JSH becoming profitable in 2012, after the merger with Ever Stone Capital.
  • Drove the development and implementation of marketing strategy that resulted in improved efficiency and accelerated sales growth and profitability. One such strategy drove incremental, same-store sales growth of   5% in Delhi NCR. Increased franchisee participation in city and local marketing initiatives, resulting in two years, same-store sales increase of 6%.
  • Developed and implemented consumer research designed to improve results of our sales promotions and Increased annual vendor co-op fund by over 100%, in less than three months, resulting in an increase in “consumer-facing” media.
  • Introduced unique Marketing strategies including: discounter pricing; added value packs, Combo Meals, &Home Delivery promotions. Delivered growth of 15% and a 12% share overall
  • Built a National Account structure to support the ongoing business with all beverage vendors such as Pepsi, Kingfisher, Teachers & many more
  • Delivered growth in Home Delivery sector ahead of company performance, by re-motivating the sector team and gaining full commitment to new approaches
  • A cross-divisional strategic review re-launched the Marketing program, introducing packaging and display dominance initiatives
  • Directed design, development, testing and subsequent rollout of a new menu presentation system resulting in an average transaction increase of more than 5%.
  • Participated in strategic development and implementation of concept re-imaging, which resulted in double-digit same-store sales increases.

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