The idea of Kaati Zone was conceived by the founders as a brand of Indian quick service restaurants that will reach to customers both within India as well as overseas. Two-income families, busy lifestyles and larger disposable incomes have generated demand for different types of food services, and quick service format addresses an important need of customers by offering quality food at moderate prices. Indian food is also popular globally, thanks to Indians immigrating to different geographies across the world for decades and centuries.
The opportunity for an Indian fast food brand is huge and Kaati Zone plans to play a significant role in this space. The company was founded in 2004 in Bangalore, and the initial work of development of products and recipes commenced in a residential kitchen. We decided to transform the kaati roll, which till then was a street food, into a contemporary meal that addressed the needs of busy customers in different environments. The aim was to deliver a consistent and high quality product line that offered convenience of consumption and did not hurt the customers' wallets.
We designed our menu for personalization of end-product through choices in parathas and introduced options for healthy eating for those who cared about their diet. And we designed a proprietary packaging that enabled consumption on-the-go without soiling hands. These strongly differentiated aspects of our food have allowed us to address customers needs at home, workplace and several retail and transit locations.