Aloo Gobi
going global? Celebrity Indian chef Sanjeev Kapoor, along with Better Value Brands, will spearhead a multi-national chain of Indian restaurants called Indii, which will serve updated Indian cuisine.
Looking at launching the first restaurant in either London or Mumbai by early 2011, the concept-based chain will also offer ready-to-eat foods like jams and chutneys, cookware and books by the chef and author.
“We want to remove any pre-conceived notions about Indian cuisine, which the younger generation might view as boring. We will incorporate elements from across India, but will also present items that may not exist,” says Kapoor. “For example, we might have a
Biryani
roll. You will be able to identify the basic taste. But it will be packaged in a form that you have never seen before.”
Kapoor insists that the look and feel of the restaurant will differ from his other offering, Yellow Chilli. “The food at Yellow Chilli is, to some extent, predictable. The food and look of Indii will be very novel,” he says.
The first cut of the menu has already been finalised, though pricing has not been decided yet. “We want to make the pricing accessible. You might assume it will be less than Rs 500 per person for a meal,” he states, adding, “We will also have beer and wine served in certain outlets, depending on state-specific alcohol issues. We find that internationally, it is imperative to serve alcohol to survive because that determines the choice of restaurant for most people.”
The first cut of the menu has already been finalised, though pricing has not been decided yet. “We want to make the pricing accessible. You might assume it will be less than Rs 500 per person for a meal,” he states, adding, “We will also have beer and wine served in certain outlets, depending on state-specific alcohol issues. We find that internationally, it is imperative to serve alcohol to survive because that determines the choice of restaurant for most people.”
Some outlets will be purely vegetarian, a concept that Kapoor is looking to test immediately. Menus in every place will be customised to suit regional tastes, but the focus will be on healthy cooking. “Certain dishes will be promoted based on what is popular in that area,” he says.