Chowman's Culinary Success Becomes IIM Calcutta's Case Study

Chowman's Culinary Success Becomes IIM Calcutta's Case Study

By Author

Published on January 17, 2024

In a remarkable achievement for the culinary world, Kolkata's leading Chinese chain, Chowman, has transcended the boundaries of gastronomy to become a subject of academic study. The journey of Chowman, founded by Debaditya Chaudhury, is now a case study for the Digital and Social Media Elective course at the prestigious Indian Institute of Management (IIM), Calcutta.

Developed by Professor Saravana Jaikumar, a member of the marketing group at IIM Calcutta, the case study forms part of the curriculum for a one-year elective course aimed at experienced professionals. The focus of this study is on Chowman's ascent as a brand, highlighting its effective use of social media and digital marketing strategies.

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Chowman's story is not just another business success tale; it's a narrative of a Kolkata-based first-generation entrepreneur's triumph, earning accolades across India. This case study will be part of the 10 Case Method Workshop, attracting participation from working professionals and faculty members from renowned business schools across India, including IIM Udaipur & Shillong, Shivnadar University, IIIT, Bharathidasan University, IIFT, and others.

Debaditya Chaudhury, the Managing Director of Chowman and founder of Oudh 1590 and Chapter 2, expressed his honor and excitement at this recognition. He remarked, "Being a part of IIM's curriculum is a milestone for Chowman. We're not just sharing our brand story; we're providing practical insights beyond textbook knowledge." His gratitude extends to his team and Professor Saravana, who have dedicated four months to developing this comprehensive case study.

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Professor Saravana Jaikumar, with his seven years of expertise at IIM Calcutta, has meticulously captured Chowman's multifaceted growth, including aspects of delivery, digital and social media marketing, human resources, marketing & PR, technology, and the Chowman App. He believes Chowman's journey is a testament to innovative entrepreneurship and strategic growth, providing invaluable lessons for students and professionals. This inclusion in IIM Calcutta's curriculum is not just a laurel for Chowman but a symbol of the evolving landscape of the culinary industry, where innovative marketing strategies and digital platforms play a crucial role in building a resonant brand.



Millwize Expands Footprint Across Six Metro Cities in India

Millwize Expands Footprint Across Six Metro Cities in India

By Hariharan U

Published on May 2, 2026

Mumbai-based D2C food brand Millwize has announced its expansion across six key metro markets in India, including Delhi NCR, Mumbai, Pune, Bengaluru, Chennai, and Hyderabad. The move marks a significant step in the brand’s growth journey as it targets urban consumers seeking healthier snacking alternatives.

As part of the expansion, the company plans to distribute 10 million sample packs of its millet-based cookies directly to households. The initiative reflects a shift in the category from marketing-driven claims to real consumer experience.

Divyashikha Gupta, Founder of Millwize™, highlighted the need to rethink what “healthy” truly means in today’s food landscape. She noted that while many products appear healthy on packaging, they may not deliver effective nutritional benefits, adding that the brand aims to address India’s broader challenge of nutrient absorption. Her vision is to move millets from niche diet shelves into everyday consumption within Indian homes.

At the core of the brand’s formulation is the expertise of Dr. Shrikrishna Bilaiya, Principal Scientist in Agronomy, who brings over four decades of experience in millet research and development. His work includes developing improved millet varieties and collaborating with indigenous communities to preserve traditional agricultural knowledge.

Dr. Bilaiya explained that while millets are naturally rich in nutrients, compounds like phytic acid can limit the body’s ability to absorb essential minerals such as iron and zinc. To address this, Millwize combines traditional techniques like controlled sprouting with calibrated thermal processing to improve nutrient bioavailability, ensuring better utilisation by the body.

S. Venkateswaran, Strategic Partner at Millwize™, added that metro cities serve as ideal launchpads due to their role as trend-setting hubs where consumers are more open to adopting clean-label and functional food products. The initiative aims to bridge the gap between health intent and daily consumption by offering snacks that are both nutritious and enjoyable.

Millwize’s product range is built around millet-based formulations that are gluten-free, free from refined sugar, and naturally sweetened with jaggery and dates. The products also avoid trans fats, palm oil, artificial colours, flavours, and preservatives, aligning with the growing demand for cleaner ingredient profiles.

By taking its products directly into homes, Millwize is attempting to shift consumer decision-making from perception to real experience—encouraging a more informed and mindful approach to everyday snacking


Commune Brings a Vibrant Mexican Fiesta to Mumbai This May

Commune Brings a Vibrant Mexican Fiesta to Mumbai This May

By Hariharan U

Published on May 1, 2026

This May, Commune is set to bring the heat, colour, and convivial spirit of Mexico to the city with its exclusive Mexican Festival, timed around Cinco de Mayo. Known for crafting globally inspired menus, Commune once again turns dining into an experience that goes beyond the plate.

The festival is not just a themed offering but a thoughtfully curated culinary journey that reflects the brand’s philosophy that food should tell a story and bring people together. With its signature creative approach, Commune reimagines traditional Mexican flavours through a contemporary lens, creating a menu that is both familiar and refreshingly inventive.

Guests can explore a vibrant spread of dishes that capture the bold and smoky essence of Mexican cuisine. Standout highlights include Mango Jalapeño Paneer Tostadas, Chicken Chipotle Tacos with Birria Sauce, and the Charred Veg Fajita Bowl with Smoky Roja each dish balancing authentic techniques with modern flair.

The experience continues with indulgent desserts designed to end the meal on a celebratory note. The Jalapeño Chocolate Mousse delivers a rich, slow-building heat, while the classic Caramel Flan offers a smooth and comforting finish.

Set in the lively neighbourhood of Lower Parel, the festival invites diners to immerse themselves in a festive atmosphere that blends flavour, creativity, and shared moments.

Event Details:

  • What: Cinco de Mayo Special Mexican Menu
  • Where: Commune, Lower Parel
  • Date: 5th – 7th May, 2026

With its bold menu and experiential approach, Commune’s Mexican Festival promises to be a lively celebration of culture, cuisine, and connection, offering Mumbai diners a taste of Mexico with a distinctive twist.


Blue Tokai Opens Second Flagship Store in Hyderabad with Origins Experience

Blue Tokai Opens Second Flagship Store in Hyderabad with Origins Experience

By Manu Vardhan Kannan

Published on May 1, 2026

Blue Tokai Coffee Roasters has opened its second flagship store in Hyderabad with the launch of Blue Tokai Origins at Banjara Hills. This new space brings the brand’s most immersive coffee experience to another part of the city, further strengthening its presence in a market known for its growing coffee culture.

“Hyderabad is the only city where we've opened two flagships in under six months. People here don't just want a great cup, they want to understand what goes into making one. That curiosity is what makes us want to build here, for the long run," said Shivam Shahi, Co-Founder, Blue Tokai Coffee Roasters.

At Blue Tokai Origins, guests can explore some of India’s rarest micro-lots along with chef-curated meals. The space highlights Indian coffee estates, regional characteristics, and multiple brewing methods, staying true to the brand’s farmer-first approach.

One of the key features is the Play Bar, where experimental coffee lots are preserved at peak flavour in a temperature-controlled setting. This rotating selection, curated by Blue Tokai’s roasting team, changes regularly and brings new experiences to visitors. Offerings have included micro-lots fermented with farm-grown cultures, coffee aged in wine barrels, and beans sourced from emerging regions like Meghalaya. Guests can also try seven different brewing methods such as Chemex, Syphon, and Slow Drip.

The store also features a Nitro Cold Brew tap, serving chilled, nitrogen-infused single-origin coffee made using patented technology that enhances flavour extraction.

The food menu at Origins has been curated in collaboration with Auroni Mookerjee, known for his work with chef Ritu Dalmia’s Diva Group in Delhi, as well as Sienna Store & Cafe and The Salt House in Kolkata. The menu focuses on comfort food with a creative touch, including handmade pastas like Chilli Crunch Carbonara, gourmet sandwiches and open toasts made with sourdough from Suchali's Artisan Bakehouse, and desserts like tiramisu and Coconut Berry Lamington. Some of these dishes are also available across select Blue Tokai cafés in the city.

Beyond coffee and food, Origins is designed as a community space where people can come together and learn more about coffee. Events such as cuppings, workshops, and cultural sessions aim to bring coffee lovers closer to the craft.

“Origins is for anyone who wants to slow down and know coffee better. Whether through conversations with baristas, curated tastings, or a meet-and-greet with producers, it is a space that connects growers, brewers, and drinkers. Questions are very welcome here," said Shivam Shahi.

Since November, Blue Tokai has opened nine stores in Hyderabad, each catering to different experiences across locations like Sattva Knowledge Park, Gandipet, Jubilee Hills, and Banjara Hills.

"Hyderabad has felt like home since our first cafe here. We love being a part of the city’s different rhythms, and in the coming six months, the plan is to launch 10 more spaces", added Shivam Shahi.

With its continued expansion and focus on experience-led spaces, Blue Tokai is further deepening its connect with Hyderabad’s coffee community.

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