Around a two-hour drive from Madurai lies a small town called Srivilliputhur (SVP), where no building even today is more than two storeys high. It comes as a surprise how a 193- feet tall towering gopuram came up 1300 years ago, here. The idol less tower -signifying secularism -  justifies it’s choice as the TN Government emblem. The steel-less tower amazes even a civil engineer.

The milk surplus region churns out delicious palkovas. Even 1 year olds lick clean the plate. SVP is today synonymous with Palkova

The queue at the Kathiravan hotel for lunch is longer than that in the temple. This small outlet is currently managed by the third generation & slightly over 100 years old which is why it makes it to our list.

An old building slumbering in antiquity, small & cramped place with vintage fans, no AC, no flashing sign boards, no uniformed waiters, supervisors, no cushioned chairs, no tiled flooring, no menu card. The food too is not hot or “WOW- oh so tasty” or visually appealing. The tables (benches)are arranged along the perimeter of the rooms & you sit behind them on stools. You have to wait to find a spot for at least 1 person in your group. The place has nothing to make it a successful venture.

It was during the breakfast that I (stool no.35) started realising why they stood firm like the Gopuram despite 100 years going by. They hover around with a tray of the different foods, show it & pick your serve out of it. The menu is simple, homely food & served by the minimal family staff.

I finish my breakfast and was asking for coffee, when the staff suggested to have a kheppa (Ragi) dosai. I didn’t want, but   couldn’t say a no to him. I requested a small one. As I bite into it, he served me a special red onion chutney saying that Kheppa dosai went well with it. The dosa tasted different & was nice, but still not a “never miss wow”.

I later learnt from my sister that they use earthen ware for cooking & all masalas are ground on the ammi & not mixies.

The honest, innocent & suggestive service that you do not find in chain restaurants like Saravana Bhavan, Hot Chips, A2B, Sangeetha’s etc. make a huge, huge difference. Their bond with the customer doesn’t look like a transactional relationship like at other places

Elsewhere you end up paying more for the in-efficiency (huge crowd of waiters & staff) & all the frills that are not found at Kathiravan rather than that food.

I then realise: to be successful in business, you do not need a great product, a chic place, “in line with trend” - décor or too many staff. A simple honest product with a “from the soul service” that is confident on the product would suffice.

One’s honesty & confidence is really what that matters to be successful.

That’s the case history from SVP. Try out the Palkova’s & Keppa Dosai at SVP