How To Butter Your Gujju Friends

With butter. Vikram Doctor has a good piece in the Economic Times on why Maharashtrian food is not popular outside Maharashtra, and it contains a snippet of how Jumbo Vada Pav is going national:

Dheeraj Gupta, Jumbo’s owner, tells me that local tweaking is needed, like buttering the pav to get Gujaratis to buy it: “We made this simple change and volumes jumped 250% in one month!”

And what would they have to do to boost sales in Punjab? Put a tandoori chicken in the pav, that’s what. Seriously, they should try it.

(Link via Abi.)