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.
Description:
Thirteenth Biennial Conference on Entrepreneurship/ Edited by Sasi Misra, Sunil Shukla, Ganapathi Batthini
