The Aditya Birla Group has announced a new venture into the premium casual dining industry in India, a rapidly growing segment of the organized food services market.
The group’s hospitality division, Aditya Birla New Age (ABNA), will be launching premium casual dining restaurant chains across the country. The company is owned by Aryaman Vikram Birla and aims to establish a premier collection of food and beverage brands in India.
To help them achieve this goal, ABNA has enlisted the help of well-known chef and restaurateur, Rahul Akerkar. With a reputation for setting industry trends with his creative and ingredient-focused cuisine and his commitment to warm and attentive hospitality, Akerkar is one of India’s first successful chef-restaurateur entrepreneurs. In his new role as creative director and director of the cuisine for ABNA, he will be responsible for overseeing the restaurant’s concept and culinary vision.
Currently, ABNA operates Jolie’s, a members-only club, which spans approximately 30,000 square feet in the heart of Mumbai. This high-end establishment is comparable to the best clubs in the world and will serve as a flagship for ABNA’s foray into the premium casual dining space.
Aryaman Vikram Birla, Director of Aditya Birla Management Corporation Private Limited and Founder at ABNA, said, “The dynamism and buoyancy of the Indian consumption story are driving a preference for premium experiences. High disposable income among the rising middle class in India, and the expansion of the urban cosmopolitan lifestyle are 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. We are excited at the prospect of developing a distinct PCDR chain. We are in the advanced stages of project execution and aim to launch the first restaurant in Mumbai next quarter.”
Rahul Akerkar, Chef & Restauranteur, said, “I am thrilled to join the team at ABNA and introduce our latest concept—a casual, neighbourhood, restaurant for all seasons. 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 the live fire with bold, clean flavours, demonstrating a commitment to the freshest ingredients available & an impeccable flair for combining them.“
