An Introduction

Company Profile:

SGM Enterprises is a new venture of Mittal Builders diversifying into the QSR market in Mumbai and also looking to further expand into various other F&B related markets.

Mittal Builders have been India’s foremost property developers. The Group is primarily involved in development, sale & leasing of residential, commercial and industrial properties. The group’s efforts are spread far and wide across the country with footprints in Mumbai, Thane, Pune, Delhi, Bangalore, Hyderabad and Nagpur

Besides construction and real estate, the Mittal Builder Group has a wide range of businesses in varied fields, including a strong presence in the fast-growing hospitality industry in India with two Famous Five-Star Deluxe Hotels / Beach Resorts under the name of Bogmalo Beach Resort in Goa and The Retreat in Marve, Mumbai (partnership with K. Raheja Hospitality)

Torrp-it-up Brand Story:

Welcome to Torrp-it-up. It’s a world of exotic flavors that expands the horizons of your taste buds and sets you on course to a journey of discovering exiting tastes and flavors. You will relish our lip-smacking hot and grilled delicacies, more so because they are made according to the innovations suggested by you. Here you will find an inviting community that’s concerned with your health, giving you a wholesome and pleasurable experience in short time.

On this dynamic food journey at Torrp-it-up, you will encounter great out of this world tastes conjured by using only the best of ingredients. Our Torrps, Wraps and Salads will all take you on a pleasurable gourmet experience you will desire and savor – a journey to the bistros of Italy, the pubs of London, the carts of New York, the deserts of Middle East or the lanes of India.

Being a brand for the young Indians, ‘Torrp it Up’ has a vibrant and a youthful personality

YouthfulInnovative

Vibrant

Dependable

Irresistible

Transparent

This brand stands on the four pillars of its key proposition – Delicious, Nutritious, Hygienic and Fresh

Delicious Hygienic

FreshNutritious

The key proposition is reflected in the product portfolio, which comprises of an extensive array of core and secondary offerings

Core Offerings

Secondary Offerings

The core offering is made up of Torrps, Wraps, Burritos and Salads, offered in a number of veg and non veg variants from various international cuisines

Torrps• The gourmet Torrps are served hot/ grilled or cold made using fresh bread and

the highest quality of ingredients.• The customer can fully customize the grilled Torrps by selecting the bread, the

filling and ‘torrp’ing up the sandwich with his or her choice of vegetables and sauce.

Wraps• A customer can also have his meal in the form of a wrap, by choosing his or her

choice of fillings, veggies and sauces.• Wraps would be served hot /grilled .

Burritos• Burritos will be a special offering and will be customisable to a certain extent.• One veg and one chicken variety of Burritos.

SaladsSalads offered with the customer’s choice of fillings, veggies and sauces.

Innovative secondary offerings of Soups, Beverages, Desserts and Crisps complete the product portfolio

SoupsSoups are offered for customers who wish to add a hot, healthy beverage to their meal.‘Soup of the day’ offered with a different soup being served everyday.

BeveragesBeverages include soft drinks, fruit drinks and hot and cold tea and coffee.

Cookies, Chocolate Mousse & BrowniesDelicious desserts (gooey brownies , soft centre cookies and Chocolate Mousse) offered for those with a sweet tooth.

CrispsLays as Crisps to complete the product portfolio.

Torrp it Up’ is a self service QSR concept, where customers are offered the ability to custom-make their own meal.

• ‘Torrp it Up’ functions as a self service QSR.

• One of the most important elements of the concept is that the customer has the freedom to make the sandwich the way he or she likes it – thus adding that element of creativity and fun while ensuring that the customer gets exactly what he or she wants.

• Based on the customer’s choice, the counter staff custom make sandwiches for customers. The counter staff also assist the customer with their suggestions on the ‘best combinations’ of ingredients, whenever required.

• The outlets provide dine-in, take away and delivery services.

Young, modern and educated Indians form the core target audience for this concept.

• Torrp it Up’ is primarily targeted towards the young, educated Indian.

• Young executives in the age group of 24-34 years and Students in the age group of 18-24 forms the core target market.

• Some of the characteristics of our customer’s are:

He or She is aware of latest trends and is exposed to the global culture. Desires hygienic, nutritious and delicious food. Needs a quick, convenient meal. Is not overly price sensitive, and appreciates quality.

• Besides this core target market, ‘Torrp it Up’ also caters to the secondary target market which comprises of health and hygiene conscious women and senior executives.

The product offering ‘s are priced in the mid market to premium range in order to best tap this target market

• The core offerings of ‘Torrp it Up’ has a gourmet appeal to them. ‘Torrp it Up’ has ensured the use of finest quality of ingredients and quality proprietary recipes to offer an excellent product to the target customer.

• Keeping in mind the target customer and the nature of the offering, the pricing at ‘Torrp it Up’ is in the mid to premium market range, with core offerings priced between Rs. 70 and Rs. 190.

• Primary competitors are thus established QSR chains, single store outlets and to some extent even the ‘healthy’ sandwiches available across super markets.

• Various promotions and loyalty programs have been launched by Torrp it up to perfect the pricing , draw in more customers and promote new SKUs as and when required.

High Street stores -2 nos presently at Andheri-W /Bandra -33rd Khar

Food court outlets at Inox CR2 /R –City Mall /247 Park Food court

Counter at Call centers – 3 G

Food court outlets at Exhibitions

Torrp it up outlets

Opening Soon

•Phoenix Kalina (Aug 2011)

•Phoenix Pune (last quarter 2011)

•Andheri Kurla Road

•BKC

A strong backing by a prestigious business group and a wide and innovative product portfolio are the key strengths of the brand

• Backing by Mittal Builders - one of the most reputed group of companies in the country.

• A core product that offers a delicious, fresh, hygienic and nutritious meal.

• A wide and innovative product portfolio across cuisines offering a one stop food experience.

• Ability to fully customise the core offering according the customer’s preference – adding an element of creativity and fun, while providing the perfect product.

• An organised team of experienced professionals working towards success of the brand.

SGM Enterprises has ambitious plans for the future, with aggressive rollout planned for ‘Torrp it Up’

• SGM Enterprises aspires to be a multi-brand, pan-India player in food retail, starting with its flagship brand – ‘Torrp it Up’.

• In the first phase of its growth plan, it plans to have atleast 20 ‘Torrp it Up’ stores in Mumbai by end of 2011.

• By end of next year more stores will be added in Mumbai. This phase will also see ‘Torrp it Up’ expanding its footprint beyond Mumbai to places like Pune, Bangalore, Delhi, Chennai, Goa, Nasik etc.

• Subsequently, SGM Enterprises will also roll out more food retail concepts and brands.

Torrp It up -Catering at

stadiums

• Catering done recently at Wankhede stadium for all the three World Cup matches.

• Presently catering for IPL Semi Finals at Wankhede

Torrp-it-up – Catering to

MassesHave been participating in large Exhibitions like ACE Tech /Plastivision etc held in NESCO with three Counters generating sales of over Rs. 1.00 lac average per day. Have set up counters at Wankhade stadium recently on 13th March 2011 for ICC World cup and achieved a sale of Rs. 65000/- with 3 counters operated( Canada/ NewZealand Match). Will be setting up 4 counters for the next two matches on 18th March and 2nd April 2011. Additionally, also participated in events like GlassTex, AquaTech, Wires n Cables, Pharma Exhibition, HOST, Express Hospitality, Organic Foods Expo etc.

Catering at festivals for colleges like National, HR, and NITIE etc.

For more information

please visit our website http://www.torrpitup.com/

Thank you