Who Should You Target as an Event Catering Business in India?
Event catering services in India are in high demand, catering to a wide range of occasions from weddings and corporate events to intimate family gatherings.
Whether it's for large-scale celebrations or small private events, understanding the right audience for your catering business is crucial to growing and sustaining your business.
Based on my experience working with service-based businesses, here are the key customer segments you should focus on when marketing your event catering services in India.
Table of Contents
1. Wedding Clients
Weddings in India are often grand, multi-day affairs, and the food served plays a pivotal role in creating a memorable experience. Wedding clients, including couples and families, prioritize high-quality, diverse menus that cater to large guest lists with varying tastes. From traditional Indian spreads to international cuisine, catering services must impress not only with taste but with presentation.
Why they’re ideal customers: Weddings are high-budget events, and clients are willing to invest in premium catering services that can handle both large volumes and customization. Wedding catering also often includes several events, such as the engagement, sangeet, and reception, providing multiple opportunities to showcase your service.
How to reach them: Use Instagram and Pinterest to showcase your previous work, including grand wedding spreads, themed presentations, and custom menus. Partner with wedding planners and venues to offer all-inclusive packages. Attend wedding expos and network with bridal boutiques and photographers to build connections with potential clients. Offer tasting sessions or consultations where couples and families can sample your food and discuss menu customization.
2. Corporate Clients
Corporate events like seminars, conferences, product launches, and office parties often require professional catering services. Corporate clients seek efficient, reliable service and typically prefer hassle-free catering that maintains quality and timeliness.
Why they’re a great fit: Corporate clients require regular catering for events, and once you establish a relationship, it often leads to repeat business. They value catering services that can accommodate large groups while offering professional presentation and a variety of options, such as buffets, finger foods, or formal sit-down meals.
How to attract them: Use LinkedIn to connect with HR departments, office managers, and event coordinators who handle corporate events. Promote your ability to cater to different dietary preferences, such as vegetarian, vegan, and gluten-free options. Offer corporate packages that include daily catering for meetings or one-time event services. Highlight your experience in handling high-profile clients or large-scale events, and showcase corporate testimonials on your website.
3. Families Organizing Special Occasions
Indian families celebrate various life milestones with special events, such as anniversaries, birthdays, baby showers, and religious ceremonies. These events, while smaller than weddings, still require high-quality catering that can accommodate family traditions and preferences.
Why they’re an ideal audience: Families value personalized service, whether it’s for a birthday party or a religious function. They’re looking for caterers who can provide home-style meals or traditional dishes while delivering a professional touch.
How to reach them: Use Facebook and Instagram to share images of family events you’ve catered, highlighting your ability to adapt to different event sizes and themes. Promote special event packages that cater to intimate gatherings or larger family reunions. Partner with local community groups or event organizers to reach families planning important milestones. Offering custom menus based on family traditions or dietary requirements can further appeal to this audience.
4. Social Events and Party Hosts
Social events such as cocktail parties, reunions, and private dinners require stylish, creative catering options that match the mood and atmosphere of the event. Hosts of such events are looking for caterers who can provide not just great food but also a visually appealing presentation that elevates the overall guest experience.
Why they’re a great fit: Social event hosts often seek themed catering, exotic menus, or gourmet food options that stand out. They look for caterers who can adapt to the style of the event, whether it’s a casual cocktail party or a formal sit-down dinner.
How to attract them: Use Instagram to showcase your expertise in themed catering or gourmet presentations. Share images of beautifully styled buffets, cocktail stations, or plated dishes that make an impression. Offering themed menus or seasonal menus (e.g., summer parties, Diwali, or Christmas) can appeal to this group. Collaborate with event planners, decorators, or influencers who regularly organize social gatherings to build visibility in this segment.
5. Religious Ceremonies and Community Events
Religious events such as pujas, kirtans, and community gatherings often require catering services that provide traditional, wholesome food. These clients look for caterers who are familiar with religious practices and can offer food that aligns with cultural and spiritual guidelines, such as vegetarian, sattvic, or fasting-compliant meals.
Why they’re an important audience: Religious and community events often have large guest lists and focus on traditional, home-style cooking. Clients value caterers who understand their customs and can cater to dietary restrictions while offering flavorful, high-quality meals.
How to reach them: Partner with local temples, community centers, and religious organizations to offer your catering services for religious gatherings and festivals. Use WhatsApp groups or community Facebook pages to promote your services. Offering customizable, traditional menus that reflect the cultural preferences of different communities can help you stand out. Highlight your expertise in religious catering by sharing testimonials or references from satisfied clients.
6. Schools and Educational Institutions
Schools and educational institutions often need catering services for special events, annual days, parent-teacher meetings, or school functions. In some cases, they may also require daily meal services for students, especially for boarding schools or day-cares.
Why they’re a good fit: Schools and institutions are regular, reliable clients who need healthy, balanced meals. They are looking for caterers who can provide nutritious, child-friendly meals that meet dietary guidelines while also being enjoyable for kids.
How to engage them: Use LinkedIn and direct outreach to connect with school administrators and education coordinators. Offer customizable packages for school events, including lunch boxes, snacks, or buffet-style meals for teachers and parents. Highlight your ability to create healthy, nutritious meals that appeal to children’s tastes. Establish partnerships with schools or day-care centers for recurring services, such as daily lunches or snacks.
7. Event Planners and Coordinators
Event planners are key decision-makers who regularly require catering services for their clients. From weddings and corporate events to private parties, event planners are often the first point of contact when clients look for caterers. Building strong relationships with event planners can lead to consistent business.
Why they’re an ideal audience: Event planners value reliable, versatile caterers who can handle different types of events, from large-scale weddings to intimate dinners. They seek out catering services that are flexible, offer a range of cuisines, and can adapt to the specific needs of their clients.
How to market to them: Build relationships with event planners by attending industry events, networking in professional groups, and offering referral bonuses. Use LinkedIn to connect with planners and showcase your ability to handle large events smoothly. Partner with event planning companies or individual planners to offer exclusive catering packages. Sharing case studies of successful collaborations with planners on your website or social media can also build credibility.
Final Thoughts: Who’s Your Ideal Customer?
From wedding clients and corporate customers to families and religious groups, event catering services can appeal to a wide range of audiences. By targeting these specific groups and offering tailored catering solutions, you can grow your business and establish a loyal client base.
Demographics:
- Age: 25-60 years old
- Income: Middle-to-high income bracket
- Location: Primarily urban and semi-urban areas
- Gender: Balanced, with more women making decisions for family events, and event planners influencing corporate or larger event decisions
Psychographics:
- Seeks quality, professional service and diverse menu options
- Values convenience, reliability, and creative presentation
- Open to customization and personalized catering solutions
- Prefers caterers who can adapt to the scale and theme of the event
By focusing your marketing efforts on these customer segments and delivering exceptional service, your event catering business can thrive in India’s competitive catering market.