I live in Powai, Mumbai. There are quite a few restaurants in this area. There are two that belong to the same group – Utsav & Mantra.
Located within a radius of .5 kms of each other, both are doing well. Both offer the same cuisine. And the taste at both the places is simply amazing.
So what's the point? The point is that there's only one difference. Utsav doesn't serve alcoholic drinks, Mantra does. Accordingly, the ambience is a little different. The ambience needs to suit the mood. People are in a different mood when they want to have alcoholic drinks.
If the difference is minute but a critical one, then the same product with a little bit of tweaking can be offered under two distinct brands and marketed very distinctly. That's what has been done with Utsav & Mantra. The best part is that it's been done by the same group. And therefore, it hasn't lost out to competition.
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