Food Truck Park ‘Meal on Wheels’: UGRP Project Ahmedabad

Abstract

Ahmedabad, an enterprising city of Gujarat, has been widely appreciated and praised all over the world for its wonderful food delicacies. With changing times, young entrepreneurs and enthusiasts are giving a new twist to the age-old conventional restaurant settings by coming out with innovative ideas to celebrate the richness of the food of this city. One such unique concept recently developed involves serving food through stationary trucks. The set-up of Food trucks started in the city a few years ago. Since the people of Ahmedabad love indulging in street food, it has truly worked in the favor for all the entrepreneurs opening a food truck. Gradually with time, it has evolved itself into a high income generating economic activity. It provides employment to small and middle-class people of the town. They have been actively participating in city events, which definitely add to their prosperity. Delicious food, increasing economic statistics, manpower and human resource and eventful weekends make the Food Truck Park one of the exciting business cluster of Ahmedabad. Therefore, this case is an attempt to study and understand the cluster: Food Truck Park, Ahmedabad. After conducting a field study, this case has been formulated to highlight the significant details and data regarding the cluster. It evidently describes the core performers of the cluster, the business techniques advocated by them, products, services and operations, price mechanism, marketing strategy and consumer preferences. An association of like-minded people for financial occupancy or a mere interest activity has successfully organized Food Truck Park. Therefore, the case explores the substantial on-going practices of this upcoming economic cluster in the city of Ahmedabad.