- Abstract:
This Case depicts about a “Remarkable journey from the sand fields of Rajasthan to the sugar bowl of Karnataka”. It illustrates the story of an organization whose one of the products (Kunda) is almost a synonym to the name of city viz Belagavi fondly called as “Kundanagiri” owing to a popular product Kunda which originated in Belgaum six decades back . This Case injects a morale to be learnt that the never say die attitude fuels the spirit to withstand the competition and the test of time.
About Belagavi:
Belagavi district is the fourth largest in the state of Karnataka, Traditionally known as the ‘sugar bowl’ of Karnataka; Belagavi has been one of biggest producers of sugarcane. Perhaps, this ‘sweet production’ must have prompted many businessmen in the region to prepare various kinds of sweet products over the years. It also is a major producer of milk in the state, almost 1/3 or 30% of the state’s production.
Belagavi City in particular is known for its salubrious climate round the year, and as a transit point between Goa and Maharashtra, Despite being plagued by Boundary dispute, It has never lost its spirit to excel and acquire a place amongst the coveted cities, As envisage by the fact that, It is Listed by the Smart City in the First phase announced by Govt of India. Belagavi City is an abode for many Elite Schools & Colleges; no doubt it’s a hub of Education in northern part of Karnataka. Belagavi has also been a beacon for Industries with more than 200 Foundries housed in the Industrial estates of the City. Automobile majors like Mahindra and Mahindra, Bajaj Auto, Ashok Leyland, TAFE, Caterpillar and engineering companies like Kiroskar Oil Engines Ltd, Alfa Laval, and Simpsons are some of the companies outsource castings and other crucial accessories to Belagavi. These foundries export the goods to countries like the US, Germany, Belgium and West Asia. China and generate a turnover of more than 700 crores put together besides large scale employment opportunities.
What is Kunda?
Kunda is popular sweet item; Kunda is prepared purely from milk and khowa. A correct quantity of khowa and sugar has to be mixed in milk before boiling it. Once the mixture starts boiling, it has to be continuously stirred until it takes a solid form. Purohits of Belagavi possess a USP of preparing Kunda , History of Kunda is an incredible and inspiring tale of a Mitahiwala (Sweets Vendor) Jakku Marwadi who created a legacy and pioneered the art of making Kunda (A sweet item prepared from Milk) to be followed by many sweet vendors in Belagavi.
How did it all start?
Mr. Atul Purohit hailing from Rajasthan Landed on the streets of Belagavi in 1984, in search of Livelihood to make his living. He started working with camp Purohit, His perseverance to grow and earn made him resort of blue moon lighting by the way of selling plastic items on a bicycle on wholesale basis after his work hours at Camp Purohit , which was a sweets selling shop established in 1952. However Mr. Atul was in search of greener pastures as he was not contended with his routine, his aspiration to grow coupled with penmanship (Calligraphy) drove him to the city of dreams, Capital of Bollywood Mumbai in 1987. His stint with Camp Purohit as an Employee lasted for three years ie 1984 to 1987. He made inroads into Bollywood industry by banking on his skills to write movie names in creative ways and designing posters (Title designing) as well for the sake of promotion and publicity. Movies like Angaar Starring Jackie Shroff, Nana Patekar. Kroodh starring Sunny Deol & Sanjay Dutt stands a testimony for the same. He continued his association with Bollywood for 4 years after which he was bitten by growing nostalgia for Belagavi & Family members driving him back to Belagavi. Year 1991 flagged a milestone in his life, which witnessed Mr. Atul Purohit start his own shop measuring 10×12; it was worthy to note that the start was not sweet and unconstrained. Instead, it was a herculean task to combat 27 Purohit sweet marts and so many other ones too. Sustaining the competition was a distant dream for him; He soon was embroiled in a mini controversy as his competitors alleged that Mr. Atul was using the brand name of Purohit to sell duplicate products. This incident taught Mr. Atul that competition is ruthless and unfair.
As the saying goes “winners don’t quit” persistence of Mr. Atul made him to start a new branch on a very busy college road in Belgaum and was Inaugurated on 03rd May, 1999 at the hands of Popular Movie director Shashilal K. Nair, During his visit to Belgaum while the video shooting of the movie Krodh was in progress. Starting a new branch was also after defying all the odds like superstitious beliefs against the favour of this particular location, Ill thoughts etc. He even had to sacrifice Sibling’s wedding ceremony which coincidentally was slated on the day of Inauguration , Atul Purohit sweets is a well recognized brand today and has become a vernacular name amongst of Students, Salaried Class, Business Tycoons, Students, Visitors, Tourists, Elite Govt Officials.
Key Success Factors
Several factors have had their share in determining the success of Atul Purohit sweets, a few noteworthy ones have been listed with analytical perspective
a. Proper Management Perspective: Human resources play an important role in influencing the success of an organization; the case of Atul Purohit is no different to this. The front line staff acts as a linking point by exhibit an excellent performance through polite and friendly approach.
b. Desire to Excel – Being an employee himself before offering employment to the needy and deserving, Mr. Atul Purohit was not contended with his job at camp, his appetite to excel ahead always made him search for more and better option. Driven by this trait he reached Mumbai and to take infant steps into bollywood by designing posters and writing movie names in creative ways for the sake of promotion and publicity. Movies like Angaar Starring Jackie Shroff, Nana Patekar. Kroodh starring Sunny Deol & Sanjay Dutt are a few art pieces of his skill .
Values & Honesty: Mr. Atul’s natural affinity towards people, Customers, Employees underpins the success. His personality trait is fine blend of relationship oriented leadership & sober nature & perseverance. He always believes that respecting the other person draws more respect for the self. Mr. Atul & his staff members have been treading along the path of sincerity; Ethics & Truth have been the platform on which the firm rests on. Mr. Atul believed that customers should get value for their money while they purchase items from Atul Purohit sweets. This has undoubtedly paid a rich dividend back to the firm in the form of favourable Word of Mouth ( WOM) and reliance on quality.
Written and Composed by
Prof Sanjay Deshpande
MBA HRM