Eat That! None of the 400 Iyengar bakeries in Mumbai are original

Eat That! None of the 400 Bangalore Iyengar bakeries in Mumbai are original

None of the city's Bangalore Iyengar bakeries are original and all are in trouble now, with the real owners from Bengaluru deciding to patent the term 'Iyengar Bakery' in order to curb rampant misuse of their trade name.

Bangalore Iyengar Bakery in Nerul. Pic/ Datta Kumbhar

While the original store is run by a third generation Iyengar family in Bangalore, the 400 stores in Mumbai are run by Lingayats, Vokkaligas, and Gowdas, besides a few by non-Kannadigas.

Sridhar Iyengar (62), the man who founded the first and only Bangalore Iyengar Bakery has a Trademark license for the same but is now applying for a patent.

First Iyengar Bakery in Bangalore

The last three to four years have seen a spurt in the number of these stores, with the number reaching 400 in Mumbai and Thane, and another 30 in Navi Mumbai. The Iyengars estimate that there could be more than 1,500 in all across the country.

Once they acquire the patent, Sridhar's son Raman wants to ensure that the name is no more misused and those willing to continue with the name come under a franchise network.

Sridhar Iyengar, founder of first and only Iyengar bakery in Bangalore

"I was fortunate to work with HS Thirumalachar for a decade (from 1970 to 1980) when I joined his VB Bakery, which was started in 1950," Sridhar told mid-day from Bangalore. "Thriumalachar learnt the art of making bread from an Englishman. Later he started VB Bakery and Surya bakery, both exist even today. In 1980, I moved out of VB and started my own bakery. I named it ‘Iyengar Bakery' and traditionally sold rusk, bread and butter biscuit. It was Thirumalachar himself who had graced the opening ceremony of first Iyengar Bakery outlet."

Several Iyengar bakers learnt the art of making bread from Thirumalachar and started their own bakeries, spreading into the four southern states. But most are now shut as the second generation is educated and not too keen on the bakery business. Asked how they learnt about the misuse of their title in Mumbai and other parts of the country, Raman said.

Harish Shetty started the first Bangalore Iyengar Bakery in Mumbai

Franchise system wanted
"A couple of years ago, some tourists and migrants from Mumbai and Maharashtra had visited our outlet, and asked for rawa cake and kara roll (both items never made in any Iyengar outlet in Bangalore). When we asked them where they had seen these items before, they said Mumbai. Later, we found there were many outlets using our title without any permission. Hence we decided to get the patent," said Raman, adding, "I am in touch with my lawyers to ensure we get a proper franchise policy worked out and if needed, will not hesitate to issue notices to those violating our rights. This will help to streamline the entire networking. The public can't be misguided. We will come up with a logo that will also be registered." The owners added that the Mumbai bakeries will be spared if they fall in line and become franchisees.

A staffer holds up a cake at Harish Shetty's Bangalore Iyengar Bakery located at Seawoods in Nerul. Shetty says that the bakery makes about 35 per cent profit from the sale of cake varieties. Pics/Datta Kumbhar

When mid-day told Harish Shetty, who started the first Bangalore Iyengar Bakery in Mumbai, about Raman and Sridhar's decision, he tried to gloss over the issue, saying he welcomed the move.

"It will be good if they start the initiative and help us get organised," said Shetty. "The major problem is hygiene and quality. Even I face the problem of people mistaking other outlets in Mumbai for my branches."

Minimum investment, maxium profit
One reason for the mushrooming of outlets is the profit margin and readily available market space. Iyengar Bakery is such a strong brand name, and with an investment of just a few lakhs, the local market can be captured.

While items like rusk, bread and butter biscuit may yield a profit of 5 to 7 per cent, the different varieties of cakes fetch as much as 35 per cent profit.

"With a name like Iyengar Bakery, people tend to believe it is a pure vegetarian bakery as the name seems to suggest it is run by Brahmins, but the truth is that we even take bulk order for making plum cakes with eggs during Christmas. Egg puffs are made on order," said Shetty.

Chandrashekar Oli Gowda, founding secretary of Iyengar Bakers Association in Maharshtra, who runs two Iyengar bakery's in Thane, said, "Most in this industry have come from Hasan in Karnataka, and a lot of them are not even registered with the association. We have called for a meeting of all our association members next month, where we will discuss how to join hands with the original owners if the association members do not have any objection."

No ambiguity, says FDA
The FDA, however, said there was no scope for ambiguity. CD Salunke, Joint Commissioner (Food), Maharashtra said if a registered trademark is being misused, then the actual owner can take appropriate action via the courts.

"As far our department is concerned, these are like any other bakery outlets and if they are found to be violating any of license including FSSAI norms, then appropriate action can be taken during our checks."