Ching’s Secret- The ‘Desi Chinese Campaign

‘Desi Chinese’ A name adopted for people who love Chinese but with an Indian Touch. So, that’s the soft corner Ching got to known and came up with the mantra of Desi Chinese recipes which went over to win millions of Heart.

The idea of Desi Chinese recipes came into being when it is found that Indians carry a tongue for Chinese cuisines and people really crowd well in Chinese restaurants in India. To support the though a piece of evidence, research was conducted by AIMS several years ago had revealed that the demand for Chinese food in India grew phenomenally in the late 80s to an extent that in Mumbai alone there were around 10K roadside Chinese food stalls setups till 1990 from just 4-5 restaurants in 1987. The reason for the increasing fan base of Chinese cuisine cited was that it was affordable and adapted itself very well to various tastes, as stated in a report by Financial Express.

This very thing triggered Ajay Gupta (Managing Director, Capital Foods) to search for a new line of business and widen his business  beyond just advertising and devising marketing tools for clients, to outsource products and kickstart the business of Chinese cuisine on Indian land

Financial Express quoted him saying, “Our search shocked us as we found that the most authentic of the Kolkata labels were literally produced next to the gutters at China Town. The decision to get into manufacturing followed and by the end of 1996, a manufacturing unit was set up in Nashik at the cost of Rs 2.5 crore. Chings Secret, the first organized Chinese brand was launched in the country along with a sizeable mass media campaign”.