The multinational conglomerate reveals its plans to build premium casual dining chains with its first restaurant in Mumbai next quarter.
February 9, 2023: One of India’s biggest business conglomerates, Aditya Birla Group, is setting foot into the premium casual dining space, a fast-growing segment in the organised food services market.
Restaurateur & Chef Rahul Akerkar.
The Group’s hospitality arm, housed under Aditya Birla New Age (ABNA), has collaborated with India’s well-known Chef Restaurateur Rahul Akerkar to build premium casual dining restaurant chains countrywide.
Known for setting industry trends with his creative, ingredient-driven cuisine, and warm attentive hospitality, the chef is one of India's first successful chef restaurateur entrepreneurs. With the successful experience of Indigo under his belt and his experiments with concepts such as Tote on the Turf, Chef Akerkar has been credited with revamping the Indian dining landscape with his tasteful European cuisine. He has now joined ABNA’s wholly owned subsidiary as a Creative Director and Director Cuisine and will be responsible for the restaurant’s concept and the culinary vision.
The Seen at Jolie's in Mumbai.
ABNA, founded by Aryaman Vikram Birla, aspires to create the most preferred house of F&B brands in India under its umbrella. ABNA currently operates Jolie’s, a members-only luxury club, sprawling across 30,000 square feet at Worli, in the heart of Mumbai. Mr. Birla credits India’s growing hunger for unique experiences for this step. “The dynamism and buoyancy of the Indian consumption story is driving a preference for premium experiences. High disposable income among the rising middle class in India, and the expansion of the urban cosmopolitan lifestyle is driving the boom in dining out behaviour. Therefore, the demand for premium casual dining restaurants (PCDR) is expected to increase across India as consumers seek new dining experiences. Our vision is to build the best F&B Brands, with a clear focus on both quality and value for customers. Our partnership with Rahul Akerkar, who has a unique culinary style, is a step in this direction.”
Mr. Akerkar says, “I am thrilled to join the team at ABNA and introduce our latest concept—a casual, neighborhood, restaurant for all seasons, weeknight dates, or lunches with a co-worker. The food with a European backbone, is an ode to my mixed Indian & European parentage and my travels across the globe. Much of the cooking will be over live fire with bold, clean flavours, demonstrating a commitment to the freshest ingredients available and an impeccable flair for combining them.”
- By Pritha Debroy
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