Kacchi Bhai: A Traditional kacchi Brand from Dhaka

This paper study is based on the last five years of Kachhi Bhai, Dhaka's most successful kacchi
brand in mass market segment. The Kachhi Biryani market is growing with new and newer
brands arriving every now and then, leading to intense competition and fragmentation. This
paper aims to study the Kacchi Bhai the created brand in this niche category in the new part of
Dhaka city.Md. Sohel Siraj, the brand's founder, had to go a long way to popularize this brand.
Kacchi Bhai is synonymous with kacchi in all over Dhaka. Middle class family and betrayed
from his business partner did not dissuade his dream to become an entrepreneur. He moved to
Dhaka after end of school and after completed his graduation started his food business with a one
outlet in Jessore. From this point of start till now where he stands is indeed fabulous as an
entrepreneur. This exploratory case study seeks to contribute to the theoretical and empirical
understanding of transformation of a micro enterprise in to a successful formal one. The
ontological position taken in this research is interpretivist in nature where the actors’ knowledge,
views, understandings, interpretations, experiences, and interactions constitute social reality. In
the backdrop of unfavorable ground per as lack of luck and the consistency trying capabilities of
the entrepreneurs of Kacchi Bhai built a brand that stands out as a paper in the classical literature
of branding per se Marketing.

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Introduction
The restaurant named “Kacchi Bhai” was introduced in 2017 by the owner named Md. Sohel
Siraj. After the establishment of this restaurant it got very popular among the young generation
along with the foodies in Bangladesh. At first the first restaurant was at Bashundhara residential
area and currently it has 17 branches in Dhaka city. The restaurant targeted the mass market
segment customers and that is why the restaurant is growing rapidly. The main dish of this
restaurant is the traditional “Kacchi Biriyani” and the price of the it is very reasonable for the
middle class customers. Micro businesses typically take the shape of start-up efforts, independent
contractors with one or two employees reporting to them, one-person operations, group
operations, household operations, cultural operations, hi-tech operations, and enterprises with a
variety of legal structures. Although the definitions and/or concepts are not need to be mutually
exclusive and may be used simultaneously, this could lead to confusion in matters of policy
(David et al., (2005). Micro businesses are complex social units where the manager/owner plays
a crucial role in establishing the culture and adapting to any changes inside the unit (Kruse et al.,
1997). There is a dearth of literature on the subject of microbusiness management styles. While a
set of common managerial talents may appear in organizations of various sizes, contextualizing
these skills for business is still necessary. The majority of the information in large corporations,
which is the source of the available theory of management, is still relevant today (Jennings and
Beaver, 1997). The "owner manager" is the central figure for analysis of managerial abilities in
the setting of small businesses in the majority of the literature. However, there is a significant
difference between a business where the owner manager collaborates with a small number of
staff members and one where they serve as the head of a rigid hierarchical structure (Goss,
1989). Many microbusiness owners and managers see themselves more as "enterprise people"
than as professional managers (O’Dwyer and Ryan, 2000) and this offers suggestions based on
their preferences. Empirical study (Thomson and Gray, 1999) has developed a set of guidelines
stating that micro enterprises typically lack the management hierarchy or structure that would
necessitate a management development policy.

In light of this context, we make an effort to examine the successful instance of transformation,
Kacchi Bhai, a traditional food restaurant in Dhaka.

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Literature Review
Small businesses typically struggle with severe resource constraints; which are a barrier in day-
to-day pressures of business and hinders to develop and implement marketing strategies;
marketing in this context, may seem an unnecessary luxury.

For a number of visible reasons small business firm vary in marketing from their larger
counterparts. Small firms have much leaner resource bases than large firms, that explain why
there is a higher closure rate of small firms (Storey, 1994).

Naturally, vulnerability of a business is connected with size and infancy state. Only a small
percentage of businesses sustain in the long term; over two-thirds get closed in less than a
decade. Typically, small businesses suffer from barriers; like lack of market power and
dependency on a small customer base. Owing to these issues small firms experience an
environment which is much less controllable and more uncertain than those of larger
organizations (Wynarczyk et al., 1993). However, as the firms move along the growth cycle, the
pressure for structured planning and the need for gathering marketing feedback get intensified.
Therefore, the additional cost of implementing the marketing must be justified against the
possible outcome of having greater level of risk and uncertainty (Kenny and Dyson, 1989).

Branding represents one of the core marketing practices that emphasizes the stability and
connectedness of the firm with its external environment. Branding is the tool through which
firms of any size are able to create, grow and innovate their market-based assets (Abimbola, T.
2001). Branding is the strategy for developing and nurturing sustainable competitive advantage.

It consists of “the development and maintenance of sets of product attributes and values which
are coherent, appropriate, distinctive, protectable and appealing to customers” (Murphy,
1992a:3).

Despite attracting scholarly and practitioners’ notice in modern times, facts suggests that studies
on branding in the context of small or micro business is still lagging in marketing literature
(Juntunen, 2014; Odoom,2016). Thus, the content of research in the area appears relatively
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scanty, even though numerous benefits of branding on firm performance have been appreciated
in literature (Centeno et al., 2013; Asamoah, 2014). Keller (2013) broadly suggests some
approaches to branding via four levels of designing, implementing, managing and measuring
branding activities and brands over time. They are composed of brand identities, the
development of marketing programs and integrated marketing communications and the leverage
on secondary associations. Although this theorization to branding broadly includes other
perspectives, few empirical works are available in small business context (Odoom, 2016).

Objective of the study

“Kacchi Bhai” is a brand, sustaining for 5 years in Dhaka, Bangladesh that set out as normal
kacchi business and transformed in a span of four years from normal into mass business. This
single inductive study would attempt to explore how this resource use for mass kacchi business
survival and growth.

Research Method
The research initiatives pursued is dictated from ontological and epistemological viewpoint,

which is laden with theory at the heart. Stokes (2011), advocates that each theory has its own

ontological and epistemological backgrounds. Farquhar (2012), claims that the reliability of the

research depends on the philosophical hypotheses understating the research. Ontology deals with

a central question of if social entities should be professed as objective or subjective.

Consequently, objectivism or positivism and subjectivism can be viewed as two opposing

dichotomy of ontology. Objectivism depicts the locus that existence of social entities, in reality,

are exterior to social actors connected with their existence” (Saunders. et el 2012). Conversely,

objectivism is instead an ontological positioning that admits that social phenomena and their

meanings are existential and furthermore, on independent of social actors” (Bryman, A. (2012).

Subjectivism or interpretivism on the other hand, remarks that social phenomena are derived out of the

perceptions and resultant actions of those social actors connected with their existence. Officially,

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constructionism can be demarcated as ontological stand-point which accepts that social phenomena

and their connotations are repeatedly being gifted by social actors”. (Bryman, A. (2012)

Interpretivist researchers realize “the world of human experience” (Cohen &Manion, 1994) steady

with Cohen &Manion’s perspective. Creswell (2003) and Yanow&Schwartz-Shea (2011) contend

that interpretivist researchers as certain reality through participant’s interpretations, their own

contextual experiences. Interpretive research has more subjectivity than objectivity. Willis (2007)

reasons that the very goal of interpretivism is to worth subjectivity, and “interpretivists avoid the

notion that objective research on human behavior is at all practical. Extracting from Willis’s

opinions, Smith (1993) label that interpretivists are ‘anti-foundationalists’, because “there is no

particular right or correct path to knowledge, no special method that automatically leads to

intellectual progress”.

Researchers have faith in that the interpretivist/constructivist paradigm principally applies

qualitative methods (Glesne&Peshkin, 1992; Silverman, 2000; McQueen, 2002; Thomas, 2003;

Willis, 2007; Nind&Todd, 2011). Willis (2007) states that interpretivists tend to go for

qualitative methods such as case studies or ethnography studies.

Gill and Johnson (2002) contend that an inductive approach is justified in the social sciences for

two main points: first of all, the explanation of social phenomena is based in observation and

experience and second of all, evaluation of some of the philosophical supposition included by

positivism.

This single case study on the successful transformation from informal into formal business

would justifiably require subjectivism or interpretivism in order to reach the aim of this study as

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also noted by Yin (2004) that the case study is an useful approach while aiming to produce first-

hand understanding of an entity, be it business or actors.

Case Description
Kacchi Bhai and its root with Md. Sohel Siraj

Mr. Sohel Siraj, the founder owner of “Kacchi Bhai” a man from the middle class Family, was
born in the district of Jessore. He is the 2nd child of his parents among the 3 siblings consisting of
two brothers and one sister. Mr. Sohel Siraj had grown up in jessore, set out for Dhaka from his
village after completing Hsc in 2007.For the graduation degree he started studies at East West
University, where he completed Graduation in 2012. In university time he worked as a freelancer
model for a pocket money. In his University life, Md. Sohel Siraj always fascinate about the
Garments Industry, As passionate about the garments industry ,4 of his friend started the t shirt
business name “Red Devil”. Eventually they were failed ran the Red Devil Brand. As he gained
some experience from the Red Devil Business, after graduation he started career in a renowned
garments company Urmi group. He was hungry for learning. Md.sohel siraj achieved his dream
job but it gets shuttered in one month fourteen days. Then Md. Sohel siraj started his Mba in
Aiub. A seed of dream to become an entrepreneur he again started the partnership Fashion House
at Jessore in 2015.Fashion House get the break-even point in 6 months. But the partnership was
broken, His partner cheat the business with him, Md. Sohel Siraj only got 6 lakhs as a refund.
Md.sohel siraj always believe, he can do it, so he again started Business in February 10, 2017,
name with Café Mario in Jessore. In particular, that time, Jessore peoples were not used to with
burger, pizza. At first he struggled, when people were used to with café Mario food because of
food quality, then the game change for him. That particular time, He was famous for his Café
Mario, suddenly he got a Kacchi order for Air force program, he was trying to find out the best
Kacchi chef in that particular area. Md.sohel Siraj talked with more than 5 chefs in jessore,
Khulna, but he didn’t find anyone confidence do that. He got the confidence man named Modhu
baburchi, he was super confident for his dishes. Md Sohel Siraj relieved and hired the Modhu
baburchi for the Air force Program, eventually he got the success and the grace of Allah, he got
the order continuous 4 years from 2017 to 2021. Now, a seed of dream to become an

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entrepreneur was matured enough to grow further. In 2017 they started Kacchi Bhai with 6
members of team and 40 seat capacity place, Md. Sohel Siraj handling all customer, management
everything with his own hand. After six months, Kacchi Bhai got the reach all over the industry
take the benefits of first comer in kacchi industry. Md. Sohel Siraj take the risk and opened the
outlet after 6 months of starting , then eventually it expands all over the Dhaka.

Kacchi Bhai: Funding, Naming and Positioning in a Blend

In the year 2017, 10th March the day came when Md. Sohel Siraj set out with his Kacchi
Business with initial menu of Traditional Kacchi & Borhani. Interestingly, that was magical
response from first day. As soon as traditional spicy Kacchi was prepared by modhu baburchi
own secret recipe and Mr. Sohel siraj go the customer response & approval with full heart. It
was first sold in a one plate at a price of taka 240 per plate.

Their Kacchi flavor got spread quickly among the young crowd. Rushes were going to increase
day by day. He was planning to expand where lack of places was a serious issue for him. He was
only concerned about the kacchi’s quality with his idea though he was confident of his business
skill and customer understanding. Within this time, he also gathered Customer support and
furnished his idea more accurately. Just a matter of time, He launched 13 th branch in wari
recently.

The name of Kacchi Bhai stands on this philosophy that the tradition of calling “Bhai” in jessore
will make close people closer and create strong bonding between them and Md. Sohel siraj also
believed that brand name should be simple. This philosophy of the founder did take shape in
reality. Kacchi Bhai enjoyed the advantage of a first mover as back then the local market of
Bashundhara did not taste flavor Kacchi in that particular time. It was the time when Kacchi was
more of a mass-market product whereas the characteristic of Overall demographics was chiefly
dominated by middle income crowd. The positioning strategy for Kacchi Bhai is “Standard
priced Kacchi with great taste”. The combo offers of elegant taste plus affordability that
perfectly matched with the wallet share of the middle class was simply unparalleled in mass
people consumption.

Kacchi BHAI: The Growth Curve

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Fortune smiled at Mr.Sohel Siraj. The magical taste of traditional Kacchi along with his blend of

honesty and dedication pushed the growth curve further. Kacchi Bhai got name recognition in

the locality. The neighborhood of Kacchi Bhai consisted of school, college and university. The

product offerings were tailored to the target market with varying demographics. A traditional

kacchi was formulated keeping in mind the taste bud of mass peoples. While on their way back

to home, family loved to enjoy the taste of traditional kacchi quite frequently. Every time Mr.

Sohel Siraj would welcome his customers in order to uphold the basic philosophy of this venture.

Now the kacchi Bhai outlet would arrange for up to 100 seats for the customers in comfortable

air-conditioned atmosphere in 17 different outlets. Kacchi Bhai stood for a place that customers

would perceive as cozy, buzzing, welcoming for family and friends. While establishing the

kacchi culture as a pioneer Mr. Sohel Siraj did never lose his focus from the strategy of cost

leadership. The journey of growth was like the 17 th Outlet was opened in the 5 th year of

operation, reflecting a quantum leap. By now, Kacchi Bhai has growing their outlet and

capitalizing their brand strength in the mass locality.

Throughout these days Md. Sohel Siraj operated his business by his own hands and 6 team

member used to help him since 2017. As the crowd of customers were growing in Bashundhara.

The owners again played with a positive mind set which caused them to launch the lots of outlet

in a short stages of time. In 2021 he opened first outlet in outside Dhaka at Chittagong.

In 2021, Kacchi Bhai launched the authentic badamer sorbot. After this menu opened people

loves to taste the badamer sorbot with traditional kacchi. At the same time kacchi Bhai is all over

the Dhaka in a short time. Kacchi Bhai also tried to give the authentic real taste of chui jhal meat

for customers in 2022, it also creates hype for them. Kacchi Bhai growth their curve by

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introducing Beef Rejala, Mutton Rejala , it’s also give them good market position in mass

market.

Product List
Kacchi
product Price
1 person 3 person 5 person
Basmati kacchi 270 800 1330
Kacchi Khadok 470 1170 2050
Basmati Kacchi, Chicken Roast,Borhani, Jali 480 1430 2360
Kabab
Basmati Kacchi,Borhani,Finni 360 1060 1770
Basmati Kacchi, Beef Rejala, Jali Kabab, 500 1480 2460
Borhani

Polao
product Price
1 person 3 person 5 person
Plain polao, Chicken Roast, Borhani 250 720 1170
Plain polao, Beef Rejala, Borhani 290 830 1380

Chui Meat
product Price
1 person 3 person 5 person
Plain polao, Chui Meat 220 650 1080

Chui Meat 160 470 780

Others
product Price
Plain polao 100
Chicken Roast 140
Beef Rejala 180
Mutton Rejala 200
Jali Kabab 50
Chutney 20

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Dessert
product Price
Jorda 60
Firni 60

Drinks
product Price
Badamer sorbot 80
Borhani 60

Kacchi Bhai: Managing Procurement and Operation

The point of differentiation is central control of the business by himself Md. Sohel Siraj which

gives comparative advantage of keeping their business ingredients secret. Md. Sohel Siraj and

his loyal team members singly operate the business directly. These 6 members due is also in

charge of supply chain management. They collect all of its kacchi ingredients and other raw

materials directly from their specific suppliers. No intermediaries are there to interfere which

ensures efficiency is cost and speed. Their personal engagement at every small detail of

operation; from procurement till the end i.e. serving to the customers, ensure quality and

satisfaction. The confident level and the same taste for last 5 years , that’s why Kacchi Bhai

launched 17 outlet in a short time all over Dhaka and Chittagong.

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Kacchi Bhai: Looking Ahead with Commitment

Kacchi Bhai use form of promotion mix to reach their segmented customer. They do not provide

any types of discount, buy one get one free but they give the same taste and customer

satisfaction. Mr. Sohel Siraj said that word of mouth communication is the only way to boost up

their business. Because of their strong reputation they also launched few restaurants like Siraj

Chui gostho, “Mejjan Hoile Ayun”. These 2 restaurants has 4 outlets in dhaka, for the different

taste for mass customers, that’s why they launched now which proves Md. Sohel Siraj

commitment towards customers. owners are conservative in their way of thinking and planning

as it might risk diluting brand image or reputation. To them maintaining consistency in quality is

the central concern. They would expand with no compromise with customer satisfaction. The

name Kacchi Bhai has become a landmark in the food Industry.

Analysis and Conclusion

The mindset and the determination of the entrepreneurs’ of Kacchi Bhai were indeed indicative

of vulnerability of the business unit. Further, the Md, Sohel Siraj suffered from lots of business

and got the betrayal from friend then the food business started. These findings of our paper go in

line with the literature (Wynarczyk et al., 1993). Yet the success was visible. Kacchi Bhai stands

as a generic for traditional kacchi in Dhaka. The name serves as a landmark in the mass market.

We can comment without reservation that the entrepreneurs’ of Kacchi Bhai took effective care

of the feasibility; that is proper weighing between the balance of cost of marketing and its

relevant benefits (Kenny and Dyson, 1989). They depended solely on WOM, the no-cost

approach to marketing. The brand Kacchi Bhai is now 5 year plus, a testimony of Stability.

Furthermore, its brand image proves connectedness with key stakeholder. (Abimbola, T. 2001)

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