I Found A Gap In The Food Industry And Make $1M/Month

Bitu Aulakh

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Published: February 19th, 2024

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About
Business

Bitu Aulakh

Founder, Tandoor Morni

$1M

revenue/mo

Founders

Employees

Tandoor Morni

tandoormorni.ca

from Mississauga, ON, Canada

started January 0187

$1,000,000

revenue/mo

Founders

Employees

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Hello! Who are you and what business did you start?

Hello there! My name is Bitu Aulakh, and I'm thrilled to share the story of the business I started. As an immigrant who arrived in North America 30 years ago, I am now a proud US citizen. Over the years, I have been involved in various ventures, but my flagship business, Tandoor Morni, revolves around the world of Tandoor Ovens and real estate management, development, and investment.

At the heart of my business is our remarkable product, the T02 - Clay Tandoori Oven. This oven has become a favorite among restaurants that specialize in BBQ, Kabob, and Tandoori Naan.

Its versatility allows for baking delicious Naan and Roti, grilling and barbecuing mouthwatering meats like Tandoori Chicken and Kebabs, as well as creating delectable Tandoori Paneer and Vegetables.

Today, I am proud to say that our business has flourished, with an average monthly revenue of $1,000,000.

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The key to our success has been our unwavering commitment to understanding the needs of our customers and continuously improving our product. We have invested significant resources in research and development, ensuring that our Tandoor Oven stands out from the competition.

Building a reputation and establishing our brand in the market takes time and consistent effort. However, by focusing on delivering high-quality products and providing excellent customer service, we gradually gained recognition and loyalty from restaurant owners.

What's your backstory and how did you come up with the idea? Take us through the process of building the first version of your product.

During my journey, I pursued an MBA in my home country before immigrating to Canada. However, finding a job in Canada proved to be challenging at first. Determined to make a living, I decided to leverage my financial resources and began importing rice and pulses, supplying them to local stores and restaurants.

While working in this industry, I noticed a significant gap in the market for restaurant equipment, specifically Tandoor Ovens. This realization sparked my entrepreneurial spirit, and I took immediate action to capitalize on this opportunity. Today, I am proud to say that we have become the largest Tandoor Oven manufacturer and supplier in all of North America.

As I observed the market, I saw a high demand for Tandoor Ovens among restaurant owners. They were struggling to find reliable suppliers who could provide them with high-quality and certified products. Recognizing this gap, I knew that by focusing on manufacturing and supplying Tandoor Ovens, I could address a pressing need in the industry and establish a successful business.

Although I did not have prior expertise or a background in manufacturing, I embraced the challenge and dedicated myself to learning the necessary skills. I educated myself about industry standards and certifications required for restaurant equipment manufacturing in Canada.

Previously, the gas parts were not assembled in North America. Nonetheless, our dedicated team collaborated closely with manufacturers for seamless execution. We conducted a comprehensive analysis to align our product with market needs. By utilizing premium materials like 304 Food Grade Steel and Double Stainless Steel, we ensure durability.

To validate my idea and products, I started by approaching restaurant owners and seeking their feedback. I provided them with samples of our Tandoor Ovens and closely listened to their experiences and suggestions. The double burner and 26-jet burner streamline tandoor cooking, particularly during peak hours at busy restaurants.

I performed market research to evaluate the competition and gauge the demand for Tandoor Ovens in the area. The findings revealed that even BBQ chains were expressing interest in Tandoor Ovens due to their versatility in baking BBQ, pizzas, tandoori naan, and a wide range of other dishes. The combination of positive customer feedback and promising market research results confirmed that I was on the right track.

At the time I embarked on this venture, my financial situation was stable due to my savings and earnings from the rice and pulse import and distribution business. This allowed me to bootstrap the new business and invest in the necessary resources, such as machinery, materials, and marketing efforts.

While it was a risk to transition from a stable job search to entrepreneurship, my passion for the industry and the potential for success motivated me to take this leap of faith. With perseverance and continuous improvement, I have been able to establish our company as a trusted leader in the North American Tandoor Oven market.

Describe the process of launching the business.

Our launch strategy revolved around extensive testing and gathering feedback from restaurant owners. We initially sent out prototypes of our Tandoor Ovens to various restaurants, allowing them to test the product and provide us with valuable insights.

Based on their feedback, We made essential enhancements and adjustments to ensure our product aligned with their expectations. There was a specific demand for a sidearm attachment for the Tandoor Oven, which we've included as an additional accessory for customers, now available as a commentator accessory. Once we were confident in the quality and functionality of our Tandoor Ovens, we officially launched them in the market.

Regarding our online presence, we established our website at an early stage, constructing it through the utilization of HTML, CSS, Jquery, and C# MVC to showcase our products and provide information to potential customers. However, we initially did not pay much attention to search engine optimization (SEO) and other online marketing strategies. As we gained more experience and realized the importance of online visibility, we started focusing on improving our website's SEO and enhancing our online presence.

The process of starting this business taught us some valuable lessons. One significant lesson was the importance of taking calculated risks and committing ourselves to the journey. Initially, we may have underestimated the challenges and risks involved, but through perseverance and hard work, we were able to overcome them and achieve success.

Another lesson learned during the launch was the power of customer feedback. By actively seeking and listening to our customer's opinions, we were able to continuously improve our products and meet their needs effectively. Additionally, we realized the significance of staying updated with market trends and incorporating new features or modifications accordingly. Being a trendsetter in the market has helped us stay ahead of the competition and attract a lot of customers.

It took some time before we started seeing a significant influx of customers. Building a reputation and establishing our brand in the market takes time and consistent effort. However, by focusing on delivering high-quality products and providing excellent customer service, we gradually gained recognition and loyalty from restaurant owners.

Word-of-mouth referrals and positive reviews played a crucial role in expanding our customer base. As we continued to refine our products and market them effectively, our customer base grew steadily over time.

Since launch, what has worked to attract and retain customers?

Our primary sales occur offline across six locations spanning Florida, Chicago, New Jersey, Washington DC, Colorado, and Ontario. In our SEO strategy, we emphasize monitoring and analytics alongside on-page optimization.

This includes enhancing site speed and mobile-friendliness, rectifying crawl errors, optimizing the site structure, implementing schema markup, and generating an XML sitemap.

How are you doing today and what does the future look like?

Currently, our operations are thriving in the North American market, and we have achieved considerable success. Our next strategic move involves expanding into the European and Australian markets, aiming to capitalize on new opportunities and broaden our customer base.

By venturing into these regions, we hope to replicate our success and establish a strong presence internationally.

Furthermore, we have exciting plans to introduce a new product, the CS05 Tandoor Oven, for sale. This oven is designed to cater specifically to the tandoor market and sets a new standard with its NSF and CSA certifications. We anticipate that this innovative product will become a market leader, attracting both professional and home cooks who seek the authentic flavors and cooking experience of a tandoor oven.

Additionally, we are also working on developing and adding new tandoor accessories to complement our product line, further enhancing our offerings and providing comprehensive solutions to our customers.

Bootstrap your startup and prioritize saving rather than excessive spending. It's important to be mindful of your resources and allocate them wisely. Many successful businesses started with minimal funding and grew gradually over time.

Through starting the business, have you learned anything particularly helpful or advantageous?

In retrospect, one of the mistakes I made was not prioritizing our web presence early on. It was only during the onset of the COVID-19 pandemic that I truly grasped the significance of having a strong online presence. This oversight proved to be a missed opportunity, as the digital landscape became increasingly important for businesses during that time.

On the other hand, we made some wise decisions along the way. One of the key decisions was forging partnerships with different suppliers of restaurant equipment. These partnerships proved to be fruitful in expanding our reach and accessing a wider customer base. By collaborating with these suppliers, we were able to enhance our marketing efforts and tap into their existing networks, which ultimately contributed to our growth and success.

Throughout our journey, there were challenges and obstacles that we had to overcome. We encountered difficulties in adapting to changing market trends and customer demands, which required us to continually learn and evolve.

Additionally, we faced competition and had to find innovative ways to differentiate ourselves and stand out in the market. These experiences taught us valuable lessons and shaped our ability to navigate the ever-changing business landscape.

In addition to the mentioned mistakes and wise decisions, we have also recently started collaborating with local influencers like Les Recettes d'Henri-Luc. This strategic partnership has opened up new avenues for reaching our target audience and expanding our brand awareness.

By leveraging the influence and reach of these local influencers, we have been able to showcase our tandoor accessories to a wider audience through their platforms.

You can find more information about our tandoor accessories on Les recettes d'Henri-Luc's website.

Additionally, there is also a video featuring our products on their YouTube channel. These collaborations have provided us with valuable exposure and have been instrumental in driving more traffic and sales for our business.

What platform/tools do you use for your business?

Our go-to tool for managing our customer relationship management (CRM) is HubSpot. It has become a favorite among our team due to its comprehensive features and functionality. HubSpot allows us to streamline our sales and marketing efforts, track customer interactions, and manage our pipeline effectively. It has proven to be an invaluable tool in organizing and nurturing our customer relationships.

Another tool we rely on is the Grammarly Chrome extension. It has been immensely helpful in ensuring the accuracy and professionalism of our written communications. By automatically checking our grammar, spelling, and punctuation, Grammarly helps us maintain a high standard of written content across various channels, including emails, blog posts, and social media.

Recently, we have started utilizing ClickUp for project management purposes. It has quickly become an essential tool for our team in organizing tasks, collaborating on projects, and tracking progress. ClickUp's user-friendly interface and robust features have made it a valuable asset in improving our team's productivity and efficiency.

What have been the most influential books, podcasts, or other resources?

Two books that have truly inspired me and my business are "The Monk Who Sold His Ferrari" by Robin Sharma and "Rich Dad Poor Dad" by Robert Kiyosaki.

The Monk Who Sold His Ferrari by Robin Sharma is a powerful fable that imparts valuable life and business lessons. It explores the journey of a successful lawyer who, despite material wealth, decides to seek a more meaningful and fulfilling life. The book highlights the importance of finding balance, purpose, and inner peace in the pursuit of success. It encourages readers to prioritize personal growth, mindfulness, and living with intention, which are crucial principles for any aspiring entrepreneur.

Rich Dad Poor Dad by Robert Kiyosaki is a renowned personal finance and business book that challenges traditional perspectives on wealth and financial education. It shares the author's upbringing and the lessons he learned from his two fathers, one being his own biological father (the "poor dad") and the other being his best friend's father (the "rich dad").

The book emphasizes the importance of financial literacy, asset accumulation, and building passive income streams. It provides a mindset shift towards entrepreneurship and investment, guiding readers on how to achieve financial independence and wealth creation.

Both of these books have had a profound impact on my entrepreneurial journey. They have inspired me to adopt a holistic approach to success, prioritize personal growth, and develop a mindset focused on financial intelligence and wealth creation. The valuable lessons and insights from these books continue to shape my business decisions and motivate me to strive for personal and professional excellence.

Advice for other entrepreneurs who want to get started or are just starting out?

One valuable tip for aspiring entrepreneurs is to bootstrap your startup and prioritize saving rather than excessive spending. It's important to be mindful of your resources and allocate them wisely. Many successful businesses started with minimal funding and grew gradually over time.

By adopting a frugal mindset and focusing on the efficient use of resources, you can increase your chances of long-term success. Additionally, one common mistake that entrepreneurs make is neglecting the importance of market research and understanding their target audience. It's crucial to thoroughly research your market, identify customer needs and preferences, and tailor your products or services accordingly.

Lastly, let the journey of entrepreneurship inspire you. Embrace the challenges, learn from your failures, and celebrate your successes. Remember that every setback is an opportunity for growth, and with passion, determination, and resilience, you can create something remarkable.

Are you looking to hire for certain positions right now?

We are currently seeking to collaborate with influencers in the North American region. If you are an aspiring entrepreneur or someone looking for a change of pace, this opportunity could be perfect for you. As an influencer, you would have the chance to promote our brand and products to your audience, while earning compensation for your efforts. If you're interested in partnering with us, please reach out to us via email at [email protected]. We look forward to hearing from you!