Jog Caterers, established on a small scale in 1993 in Nagpur, has over the years transformed itself into a modern catering and food delivery business. Its `Dial for Food' initiative was quite novel; and this helped its business to grow, both in terms of volumes and geographic reach. Jog Caterers has established a website and takes orders even online. While it has metamorphosed itself quite successfully from a small-time venture to a well-organized modern business, it is constantly kept on its toes due to challenges posed by `me too' imitators and impending competition from multinational fast food restaurant chains.

The world around has under- gone tremendous change in the last one and a half decades. Convenience, coupled with increased spending power of customers, has made marketers design novel business models to match the customer expectations. Customers are now willing to pay that extra amount for value-added benefits and experiences from products and services. These developments threw many an opportunity to wannabe entrepreneurs, which, in turn, resulted in new ventures seeing the light of the day.

Narendra Madhav Jog (Jog) completed his schooling from Mumbai and subsequently did his graduation and professional education in Law from Nagpur University. Although business was not in his blood, he was still open to this option right from his college days, when he used to try his hand at various ventures, like selling clothes, biscuits, electronic goods, manufacturing and trading in small mechanical items, etc. He, however, was unable to call himself a complete businessman until he set his hands on the catering business.

The business had very humble beginnings with a catering center running in one of the premier clubs of the then comparatively traditional city of Nagpur. Gondwana Club had members comprising prestigious citizens from the city of Nagpur, viz., bureaucrats, leading businessmen, and a handful of corporate executives, thereby making it a happening spot even during the late eighties. Jog was always on the lookout for new business ideas and wanted to put Nagpur on the business map on par with Mumbai and Pune, the more developed cities in Maharashtra.

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