My Journey with Brands
The most enriching experience of my life has been the work that I have done and the exposure that I have had with brands that have created a huge impact in my life personally and professionally.
Junior Kuppanna
Expansion Plan
Balachandar identified new growth markets, focusing on scaling within India and internationally (Sri Lanka, Malaysia, and Dubai). His strategy leveraged Junior Kuppanna’s strong brand equity in the Kongu cuisine space to appeal to both traditional and modern consumers. He spearheaded partnerships to enable this global expansion, ensuring localization in international markets while maintaining brand authenticity.Revenue Diversification
Beyond expanding physical outlets, Balachandar implemented revenue diversification strategies, including franchise models and delivery partnerships. This created additional revenue streams while expanding reach to new customer segments.Rebranding & Customer Experience
Balachandar led a complete rebranding of Junior Kuppanna, ensuring the brand resonated with modern diners while staying true to its traditional roots. He improved customer experience by introducing new service models, including quicker, more efficient dining experiences, and revamped the restaurant interiors to create a contemporary yet traditional atmosphere.Process Automation & Digitization
To streamline operations, Balachandar introduced process automation tools, including digital inventory management, which reduced waste and optimized the supply chain. He also introduced point-of-sale (POS) systems that provided real-time data to improve decision-making.Human Resources Transformation
Under his leadership, the HR structure was completely revamped, from recruitment to training. He professionalized the workforce, developing a talent pipeline for both front-end and back-end operations, and introduced incentives for improved staff retention and customer service standards.Franchise & Operational Standards
He standardized operational processes and developed robust franchise models, creating a replicable format that ensured consistent quality across all locations.Cost Optimization
Executed cost optimization measures, including supply chain enhancements and cost-effective procurement strategies, which significantly improved margins.
Wangs Kitchen
New Brand Identity
Balachandar redefined Wangs Kitchen’s brand, updating its look and feel to appeal to modern diners while keeping the authenticity of Indo-Chinese cuisine. He repositioned the restaurant to cater to evolving market demands, integrating a more contemporary, customer-centric approach to branding.Menu Overhaul
As part of the rebranding, he revamped the menu to highlight new dishes and improve the overall dining experience, while maintaining core offerings that were key to Wangs Kitchen’s legacy.Restructuring Business Processes
Balachandar introduced new business processes that streamlined kitchen operations, improved supply chain management, and reduced costs. This ensured consistency in food quality and service across all outlets.Human Resources Development
He developed a comprehensive HR strategy, focusing on staff training, development, and motivation. This allowed for better service quality and stronger employee engagement, crucial for scaling operations efficiently.Franchise System Development
To facilitate rapid expansion, Balachandar implemented standardized processes for potential franchise partners, creating a more scalable and replicable model for growth.Technology Integration
Balachandar led the digital transformation of Wangs Kitchen by incorporating modern POS systems, digital ordering, and delivery integrations to optimize customer experience and operational efficiency.Data-Driven Decision Making
Through advanced analytics and digital tools, he empowered Wangs Kitchen’s management with actionable insights on sales trends, customer behavior, and supply chain efficiency.Under Balachandar’s guidance, the company achieved an annualized revenue of ₹8 crores. His efforts led to the re-launch of five restaurants with plans for further expansion, building on the strong foundation of operational efficiency and brand revival.
Through his leadership in rebranding, restructuring, and digital transformation, Balachandar revitalized Wangs Kitchen, positioning it for sustainable growth while modernizing its business model to keep up with contemporary dining trends.
UniLever & Pepsi
During my first post Masters, at Paharpur Industries, I was lucky enough to be be made the Key Accounts Manager for UniLever and Pepsi Brands accounts which constituted roughly 80% of our business turnover at that time of 300 crores in 2002. Working with the brand managers and advertising agencies at UL & Pepsi I learnt about the detailing that went into branding and brand related decisions. It was no doubt a stepping stone to my understanding of brands and made me probe into this skillset more.
Hidesign
Hidesign was my dream job and I chased Mr.Dilip Kapur for 2 years and ended up coercing him to give me an offer. The first day at my job, Mr.Kapur told me that “Hey you are not a marketing guy – but if you work hard, i will make you one”. Those words and the opportunity to work with one of India’s finest marketing and brand geniuses made me work hard in filling the days with learning on branding, retailing, operations, marketing and leadership. I kept getting promoted every 6 months and eventually in 2 years was leading our efforts as Retail Head for Asia. Indian retail was scaling up insanely – when I joined we were at 4 stores and in the 4 years of boom in retail we scaled it to over 60 stores and 300 point of sales. The experience working with Mr.Kapur and Hidesign was the best MBA one could ever get.
Wassup
The confidence of professional success at Hidesign resulted in me wanting to create something for myself. My comfort zone was fashion but I felt that I wanted to take the road less travelled. I saw a lot of transformation happening in sectors like Beauty where within a decade barber shops transformed into organised branded salons. I felt that the 2 lakh crore laundry sector would also transform in the next decade and decided to ended up cofounding Wassup – India’s pioneer in organised laundry space way back in 2011. We grew rapidly and were the first to get professionally funded in this space and scale to 10 cities. Due to the crash in 2016 we had to scale down and now are operating in 3 cities in a Neighbourhood laundromat model which offers Laundry and drycleaning service to households in the vicinity with a 24 hours service. We hope to scale this model through the franchise route and establish a Wassup in every neighbourhood.
RAI
I have been a member at RAI since 2008 but it was in 2012 that I approached a good friend and guide and mentor Mr.Kumar Rajagopalan to ask him if he could volunteer for RAI Chennai. We had a few members but the chapter was actively inactive. The first meeting ended up having 5 members who came in. We gradually built the community, created networking events, conferences, etc and used technology to stay in touch and help each other. In the next 2 years our regular membership grew to about 100 retailers attending every session from just 4. I have been part of the Chennai council and worked with the team in driving our Retailers agenda from 2012 and we have achieved many things first out of Chennai Chapter. Now Chennai is one of the most active chapters in the country and with an amazing camaraderie among fellow retailers here. We have done many innovative ecosystem building and collaboration activities like – Nextgen forum, Chennai Shopping Festival, RAI Awards etc which have brought the industry together. RAI has and hopefully will continue to be an integral part of my life and it has been a channel through which I give back to the retail community to which i belong.
Dindigul Thalappakatti
Have been lucky to be part of the iconic brand and its success story of business transformation from a small town traditional brand to a Private equity funded 700 crore brand in the capacity of personal advisor to the MD. Have been part of the team that worked on business transformation to successfully result in the largest private equity deal in F&B space in Tamil Nadu. This was an eventful learning experience of 3 years of end to end deal conceptualisation to success.
YourStory
YourStory has been at the forefront of the entrepreneurship revolution that has happened in the country. Having felt bad that the action is always in Bengaluru, was part of advisory to help scale YourStory ecosystem activities for the benefit of entrepreneurs in Tamil Nadu. Connected with 1000s of entrepreneurs and investors in TN, Kerala and Telangana during this association and also ensured that we do our bit in contributing to the startup and SME space in India.
Naturals
India’s leading beauty brand with over 650 outlets and one of the most daring and effervescent entrepreneurs of our times. This was a combination I couldn’t resist. Naturals has been an inspiration in my Wassup journey and as CKK mentored me, he has also given me the opportunity to assist him in the Naturals journey. We hope to create the largest beauty and wellness brand in the world in the next decade.
And other few select brands and companies.
