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Ride for your supper
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After more than 12 years in the retail industry, Vikrant Misra wanted a change. On coming
home to Delhi, from Aurangabad, Maharashtra, he decided to venture into the food business
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and open a cafe with a beer and wine license, eschewing the liquor license as being too
expensive. “I realised that with a sixmonth deposit required by landlords of restaurants, I
could start my business,” he says. With a few friends, Misra launched Eggjactly, “India’s first
GPSenabled food truck”, in Gurgaon. Karan Malik, who runs Super Suckers (“our healthy
food sucks the toxins out of your system”), a Delhibased food truck was struck by the same
idea. “Brickandmortar restaurant spaces are too expensive. I figured it would be better to
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concentrate on mobile consumers, providing them with an alternative to the roadside thelas,”
says Malik.
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Eggjactly and Super Suckers are among a growing carpool of vendors providing hygienically
prepared roadside eating options to consumeronthemove. If Eggjactly’s waffles, burger
and shake format is garnering a huge flock of social media(ns?), Super Sucker’s healthy
smoothie and tortilla wraps isn’t lagging behind either. And in case you thought this is only a
beginner’s playground, think again. The Lalit Food Tuck Company, run by luxury chain The
Lalit Hotels, is marking milestones with its Mexican grub truck, which has been making pit
stops all over south and central Delhi.
Eggjactly, at the moment, serves either breakfast and dinner or lunch and dinner, though
plans to begin catering all three meals soon. Similarly, Super Sucker, currently based out of
East Delhi, is scouting for locations in Gurgaon. The target audience is the yuppie diner,
besides college students, though most owners agree that it’s a mixed bag that arrives. The
pricing is largely competitive, with a meal for one setting you back anywhere between Rs 80
and Rs 240.
Not that food trucks are a new concept by any means in the city, even if their current format
is. Streetside vans, usually in matte shades of orange and black, serving either Delhi
Chinese or chaat and all its variants, have been a ubiquitous sight for the Capital’s
commuters for decades now. It all started in Vasant Kunj. “My dad, Anil, started what was
probably Delhi’s first food truck in 1976, operating out a converted Dodge vehicle,” says
Abhinav Narula, whose familyowned Hawkers IndoChinese food truck company is an
indelible part of Delhi’s dining milieu. He says that it was about seven to eight years ago that
the civic authorities really started creating problems for vendors. “The MCD and other bodies
think that food trucks will bring traffic problems and other nuisances. Many people aren’t
aware of the concept, there are no policies or regulations dealing exclusively with the format,
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which makes it difficult to operate, especially in Delhi. In that sense, Gurgaon and Noida are
easier to navigate,” says Malik.
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For Eggjactly, the next phase includes an online delivery service and an Android app, besides
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three more trucks within the next three months. “Since our trucks will be GPSenabled you
can use the app to track the one closest to you, whenever you’re hungry,” says Misra. So go
ahead, ride for your supper.
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