Goli Vada Pav in America: Potential

According to the American Community Survey of the U.S. Census Bureau, the
Asian Indian population in the United States grew from almost 1,679,000 in
2000 to 2,570,000 in 2007: a growth rate of 53%, the highest for any Asian
American community, and among the fastest growing ethnic groups in the
United States. Indian Americans are the third largest Asian American ethnic
group.

The U.S. states with the largest Indian American populations, in order, are
California, New York, New Jersey, Texas, and Illinois. There are also large
Indian American populations in Florida, Georgia, Maryland, Michigan,
Pennsylvania, Ohio, and Virginia. The New York metropolitan area, consisting
of New York City and adjacent areas within the state of New York as well as
nearby areas within the states of New Jersey, Connecticut, and Pennsylvania,
is home to approximately 600,000 Indian Americans as of 2009, comprising
by far the largest Indian American population of any metropolitan area in the
United States. As of August 2009, Indian airline carriers Air India and Jet
Airways as well as United States airline carrier Continental Airlines were all
offering flights from the New York metropolitan area to and from India. Indian
American enclaves characterized as a Little India have emerged in the New
York metropolitan area.

Between 2000 and 2006 421,006 Indian immigrants were admitted to the
United States, up from 352,278 during the 1990–1999 period. According to
the US census, the overall growth rate for Indians from 1990 to 2000 was
105.87 percent. The average growth rate for the whole of USA was only
7.6 percent.

Indians comprise 16.4 percent of the Asian-American community. They are

the third largest in the Asian American population. In 2000, of all the foreign
born population in USA, Indians were 1.007 million. From 2000 onwards the
growth rate and the per cent rate of Indians amongst all the immigrants has
increased by over 100 percent. According to the US Census Bureau, between
1990 and 2000, the Indian population in the US grew 130% — 10 times the
national average of 13%.

Socioeconomic

Education

Indian Americans have the highest percentage of higher education when

compared to other racial groups. According to the American Association of
Physicians of Indian Origin, there are close to 35,000 Indian American
doctors. According to the 2000 census, about 64% of Indian Americans have
attained a Bachelor's degree or more. (compared to 28% nationally, and 44%
average for all Asian American groups). Almost 40% of all Indians have a
master’s, doctorate or other professional degree, which is five times the
national average. Among Indian Americans, 72.3% participate in the U.S.
work force, of which 57.7% are employed in managerial and professional
specialties.

Economics

According to the 2000 U.S. Census, Indian American men had "the highest
year-round, full-time median earnings ($51,094)", while Indian American
women had a medium income of $35,173. This phenomenon has been linked
to the "brain drain" of the Indian intelligentsia from India. Recently, however,
there has been a drop in immigration of Indians from India to the United
States. This is generally attributed to the improving economy of India. A
large group of Indian Americans are presently second or third generation.

Indian Americans own 50% of all economy lodges and 35% of all hotels in the
United States, which have a combined market value of almost $40 billion. In
2002, there were over 223,000 Asian Indian-owned firms in the U.S.,
employing more than 610,000 workers, and generating more than $88 billion
in revenue.

CULTURE:

Food

Indian Americans have brought Indian cuisine to the United States, and it has
become established as a popular cuisine in the country, with hundreds of
Indian restaurants and eateries nationwide. There are many Indian markets
and stores in the United States. Some of the biggest Indian markets are in
Silicon Valley, Chicago, New York City, the Philadelphia metropolitan area,
and Edison, New Jersey. Areas with a significant Indian market presence also
include Devon Avenue neighborhood/market in Chicago, Pioneer Blvd. in the
Los Angeles region, and University Ave in Berkeley, California. Other
predominantly Indian neighborhoods are Journal Square in Jersey City, New
Jersey, Jackson Heights in Queens, New York, Hillcroft Avenue in Houston,
Texas and Richardson near Dallas, Texas.

Entertainment

Hindi radio stations are available in areas with high Indian populations, for
example, RBC Radio in the Tri-state Area of New York city, parts of New
Jersey, Connecticut and New York state, Radio Humsafar, Desi Junction in
Chicago, Radio Salaam Namaste in North Texas, FunAsia Radio, and Sangeet
Radio in Houston. There are also some radio stations broadcasting in Tamil
and Telugu within these communities.
Several cable and satellite providers offer Indian channels: Sony TV, Zee TV,
Star Plus, Colors, Regional and Others have offered Indian content for
subscription, such as the Cricket World Cup.

Many metropolitan areas with high Indian-American populations now have

movie theatres specialized for showing Indian movies specializing Bollywood.
Silicon Valley, for example has two such multiplexes: one in Fremont and one
in San Jose.

The Dallas – Ft. Worth Metroplex has a "Desi" Multiplex in the Richardson
township. The area also has a movie theatre that plays Indian movies,
FunAsia. In 2006, the first 24 × 7 Desi F.M. station in North America was
launched, Radio Salaam Namaste 104.9 FM, in the Dallas area. A similar
multiplex, featuring Indian film exclusively on two screens (and other
international films on four additional screens) opened in 2002 in Cary, N.C..
FunAsia owns all Desi multiplexes in the state of Texas including two(six and
five screens) in Houston. (www.funasia.net)

In July 2005, MTV premiered a spin-off network called MTV Desi which targets
Indian Americans. It has been discontinued by MTV.

Economic relations

The United States is also one of India's largest direct investors. From 1991 to
2004, the stock of FDI inflow has increased from USD $11.3 million to $344.4
million, totaling $4.13 billion. This is a compound rate increase of 57.5%
annually. Indian direct investments abroad were started in 1992. Indian
corporations and registered partnership firms are allowed to invest in
businesses up to 100% of their net worth. India's largest outgoing
investments are manufacturing, which account for 54.8% of the country's
foreign investments. The second largest are non-financial services (software
development), which accounts for 35.4% of investments.
Trade Relations:

The United States is one of India's largest trading partners. In 2007, the
United States exported $17.24 billion worth goods to India and imported
$24.02 billion worth of Indian goods. Major items exported by India to the
U.S. include Information Technology Services, textiles, machinery, ITeS,
gems and diamonds, chemicals, iron and steel products, coffee, tea, and
other edible food products. Major American items imported by India include
aircraft, fertilizers, computer hardware, scrap metal and medical equipment.

The United States is also India's largest investment partner, with American
direct investment of $9 billion accounting for 9% of total foreign investment
into India. Americans have made notable foreign investment in India's power
generation, telecommunications, ports, roads, petroleum
exploration/processing, and mining industries.

GOLI VADA PAV:

Goli Vada Pav not only maintains the quality and taste of the food but also ensures economical
pricing of it. In addition to it, they offer ten different varieties of vada pav like Schezwan Vada
Pav, Cheese Vada Pav, Veg Cutlet Pav and Paalak Makai Tikki.

It aims to provide standarised Ethnic fast food in clean and hygienic conditions to mobile Indian
masses at economic pricing.S Venkatesh Iyer is the brain behind the concept of Goli Vada Pav.
Goli Vada Pav - has partnered with OSI Inc, which has been processing and supplying food to
McDonald's for the last forty years.

Right from slicing, peeling and dicing each process is completely automated. The process
involved is similar to that of making a McDonald's burger. These vadas - or golis as they are
called - after being prepared, are frozen at (-18) degrees Celsius and then packed. These packets
are marked with the date of manufacture and the date of expiry, the frozen vada pavs have a
shelf-life of nine months. Hence it can be shipped anywhere in the world.
Strategy to enter US Market:

 The market research on the price and the hygiene level.

 Change in taste preferences to be traced accurately.
 New variants can be introduced.
 It’s an alternative to Mc Donald’s for the American Indians.
 Outlets near the Indian Restaurants.
 Fast deliveries, competitive to Mc Donald’s take away service.