MTI case features Sri Lankan street food franchise in Serbia, Croatia as part of a global strategy internship program, highlighting the international success of a Sri Lankan-born brand in the Balkan region.
MTI case features Sri Lankan street food franchise in Serbia, Croatia for global interns
The case study, presented to interns of MTI Consulting, focused on the growth journey of Curry Souls, founded by Clement Senaratne. The brand has established a notable presence in Serbia and Croatia, gaining recognition for its distinctive approach to Sri Lankan cuisine in an international market. The initiative also reflects broader trends in Sri Lankan global brands and the expansion of food franchise expansion Balkans.
The presentation formed part of MTI’s newly launched Global Strategy Internship Program, which targets the Balkan region, including Albania, Kosovo, North Macedonia, Montenegro, and Slovenia. The program is designed to provide participants with hands-on exposure to real-world business cases, allowing them to analyse market entry strategies, operational challenges, and brand positioning in diverse environments.
Curry Souls was selected as a featured case due to its unique positioning as a Sri Lankan street food concept adapted to urban European markets. Its outlets are known for their vibrant and contemporary atmosphere, blending authentic Sri Lankan flavours with a modern dining experience tailored to the tastes and lifestyles of Balkan consumers.
The brand’s success underscores the growing potential of Sri Lankan global brands to compete internationally by leveraging cultural authenticity while adapting to local preferences. Industry observers note that Curry Souls’ ability to maintain product integrity while embracing a youthful and dynamic brand identity has been central to its appeal.
According to MTI Consulting, the case study offered interns valuable insights into how small and medium-sized enterprises from emerging markets can scale internationally. Participants engaged directly with the founder, gaining first-hand knowledge of the strategic decisions, operational hurdles, and market adaptations required to establish a foothold in competitive foreign markets.
Curry Souls has consistently ranked among the top restaurants in Serbia on major travel and review platforms, reflecting strong customer reception and brand loyalty. Its performance in the region highlights how niche culinary concepts can achieve mainstream success when supported by effective branding and operational execution.
The internship program itself is part of MTI’s broader GROW initiative, which aims to expand its global consulting network and develop the next generation of strategy professionals. The month-long program combines theoretical learning with practical consulting assignments, enabling interns to work on nationally relevant strategic studies within their respective countries.
Participants also benefit from direct interaction with senior international consultants and subject matter experts, gaining exposure to a wide range of industries and business challenges. The program culminates in a final presentation where interns showcase their findings and strategic recommendations.
MTI Consulting, with nearly three decades of experience and assignments across 51 countries, has positioned itself as a boutique strategy firm with a strong international footprint. Initiatives like the Global Strategy Internship Program are designed to strengthen its presence in emerging regions while building a pipeline of skilled consultants.
The inclusion of Curry Souls in the program highlights the relevance of real-world entrepreneurial success stories in strategy education. By examining the brand’s journey, interns are able to explore key themes such as market entry strategy, brand differentiation, and operational scalability within the context of food franchise expansion Balkans.
Experts suggest that such case studies are particularly valuable in today’s globalised business environment, where cross-border expansion requires a nuanced understanding of cultural, economic, and regulatory factors. The Curry Souls example demonstrates how businesses can navigate these complexities while maintaining a clear brand identity.
The MTI case features Sri Lankan street food franchise in Serbia, Croatia narrative also reflects a broader shift in how Sri Lankan enterprises are positioning themselves globally. Increasingly, businesses are leveraging unique cultural assets to create differentiated offerings that resonate with international audiences.
As MTI continues to expand its global initiatives, the program is expected to incorporate more case studies that showcase innovative business models from emerging markets. This approach not only enriches the learning experience for interns but also highlights the growing influence of entrepreneurs from countries like Sri Lanka on the global stage.
Ultimately, the MTI case features Sri Lankan street food franchise in Serbia, Croatia initiative demonstrates the intersection of education, entrepreneurship, and global strategy, offering valuable lessons for both aspiring consultants and business leaders seeking to expand beyond domestic markets.