In addition to being a food brand, Kolkata-based first-generation entrepreneur Debaditya Chaudhury’s Chowman has become the nation’s most successful Chinese chain of brands over the past 13 years, winning numerous awards and recognition from all over India. Beyond its main selling points as a brand, Chowman takes a significant step forward this time around as it is developed by renowned faculty member Professor Saravana Jaikumar of the Marketing Group at IIM Calcutta as a Case Study for Digital and Social Media Elective course for MBAEx students at IIM.

The Case Study is a one-year optional course designed for seasoned professionals that revolves around the history of Chowman and its future, with an emphasis on social media and marketing. The case study is designed to support the 10 Case Method Workshop, which brings together working professionals and academic members from many prestigious business schools across India, including Bharathidasan University, IIFT, Shivnadar University, IIIT, IIM Udaipur & Shillong, and many more.

Using his seven years of experience and working with the team, Professor Saravana Jaikumar, Associate Professor, Marketing Department, IIM, has prepared this case study since 2016. His insights span Chowman’s multiple segments and brand development overall, covering topics such as delivery, human resources, digital and social media marketing, marketing, and public relations, as well as the technology site and Chowman App talk points.

A great achievement for Chowman!!

Priyanka Dutta