The Shetty community has long been recognised across southern India for its sharp business instincts, particularly in the food and hospitality sector. Financial expert Sarthak Ahuja shared an in-depth perspective on LinkedIn, explaining how this group built a dominant presence in restaurants across the country.
He traced their origins to the coastal belt of Karnataka, commonly referred to as Tulu Nadu, which includes regions such as Udupi and Mangalore. Members of this community, often identified by surnames like Shetty, Kamath, Nayak, and Bunt, began migrating in large numbers during the early twentieth century. Many of them moved towards urban centres, especially Mumbai, where they laid the foundation for what would later become the widely popular Udupi-style restaurant model.
These eateries followed a highly disciplined and replicable structure. They opened early in the morning and continued operations late into the night, with preparations beginning before dawn. Over time, this format became so effective that it was adopted by numerous others in the industry.
Ahuja pointed out that their success can largely be attributed to three core principles. The first was a consistent and standardised menu. Staples such as idli, dosa, and vada formed the backbone, while limited regional adaptations were introduced to appeal to local tastes. This balance ensured familiarity while still allowing flexibility.
The second factor was affordability. By keeping prices accessible, these businesses were able to attract a broad customer base and expand into multiple outlets under the same ownership, creating scalable operations.
The third and perhaps most defining element was their strong work ethic. Many workers were recruited directly from their hometowns and provided with food, accommodation, and stable employment in cities. Each establishment functioned not just as a workplace but as a training ground, where employees could gradually rise through the ranks.
Over time, experienced workers saved money and ventured into entrepreneurship themselves, often receiving support from former employers or colleagues. This cycle of mentorship and collaboration helped sustain and expand the community’s influence in the hospitality industry.
He traced their origins to the coastal belt of Karnataka, commonly referred to as Tulu Nadu, which includes regions such as Udupi and Mangalore. Members of this community, often identified by surnames like Shetty, Kamath, Nayak, and Bunt, began migrating in large numbers during the early twentieth century. Many of them moved towards urban centres, especially Mumbai, where they laid the foundation for what would later become the widely popular Udupi-style restaurant model.
These eateries followed a highly disciplined and replicable structure. They opened early in the morning and continued operations late into the night, with preparations beginning before dawn. Over time, this format became so effective that it was adopted by numerous others in the industry.
Ahuja pointed out that their success can largely be attributed to three core principles. The first was a consistent and standardised menu. Staples such as idli, dosa, and vada formed the backbone, while limited regional adaptations were introduced to appeal to local tastes. This balance ensured familiarity while still allowing flexibility.
The second factor was affordability. By keeping prices accessible, these businesses were able to attract a broad customer base and expand into multiple outlets under the same ownership, creating scalable operations.
The third and perhaps most defining element was their strong work ethic. Many workers were recruited directly from their hometowns and provided with food, accommodation, and stable employment in cities. Each establishment functioned not just as a workplace but as a training ground, where employees could gradually rise through the ranks.
Over time, experienced workers saved money and ventured into entrepreneurship themselves, often receiving support from former employers or colleagues. This cycle of mentorship and collaboration helped sustain and expand the community’s influence in the hospitality industry.
