International Indian restaurant group Asha’s, which has a signature outlet in Birmingham, is set to open up … in India.
The “coals to Newcastle” move sees plans for 15 venues on the sub-continent in the next five years.
Named after music icon Asha Bhosle, the first restaurant was launched in Dubai in December 2002.
The brand was quick to expand and the award-winning chain is now ten-strong across the United Arab Emirates (Dubai and Abu Dhabi), Kuwait, Qatar, Bahrain, Egypt and the UK.
Old friends, financier Paul Bassi and Pawan Kenth, managing director of Corporatewear UK, were behind the Birmingham venue on Newhall Street and hold the UK franchise rights. It has built a reputation as being one of the best curry destinations in the country, frequently visited by celebrities and VIPs.
Birmingham general manager Jai George said: “Asha’s has been a huge success both in the West Midlands and abroad.
“The concept is proven and the offering is always being worked on. Now it is to launch in the country where it was born. It is a wonderful story.”
Saudi Arabia, Singapore and Hong Kong are also being targeted.
Ms Bhosle added: “Expanding the number of outlets was the logical step, given the success and popularity of our existing restaurants around the world. I’m proud that Asha’s has rapidly become the leading choice among people of all nationalities who want quality Indian cuisine and an unforgettable experience.”
Asha’s Restaurants Pvt Ltd, which marked the singer’s entry into the food business, is in talks to appoint a master franchisee for the Indian market.
Explaining the strategy of not beginning with India, Ms Bhosle’s son Anand, who works with her, said: “Dubai was the ideal location for the first one because of its cosmopolitan nature.
“It was the testing ground for future Asha’s elsewhere in the world. Now, that the brand is successful internationally, we shall set up in India.”
The master franchisee will subsequently sub-franchise outlets to other partners, he added.
“We are hoping to open three restaurants a year. So around 15 in the next five years. We will soon announce name of the master franchisee and open the first outlet by the end of the year in Delhi with an initial investment of $2 million.”
A site has been identified.
Most major cities would be targeted in phase one of development, followed by smaller locations, he added.
Asha’s has been mentioned in the Michelin restaurant guide for the past four years in Britain, as one of the top destinations for quality Indian cuisine.
Ms Bhosle takes a personal and active interest in each restaurant by choosing the spices and ingredients.
A special masala, which is a secret of the kitchen, is manufactured by her under strict guidelines – and is used in all the eateries worldwide.
Her passion for northwest Indian cuisine has produced mouth-watering creations such as Nally Gosht, Tandoori Raan, Chicken Jhalfrezi, and desserts such as the Asha’s platter with specially prepared Gajar Ka Halwa and Mango Kulfi. The unique dining experience is complemented by a modern décor and “buzzing environment” complete with plush interiors and rich colours designed to exude opulence and warmth.
