In the heart of Hyderabad, where tradition meets innovation, lies Van Lavino, a homegrown café patisserie that has captured the essence of Indian culinary culture with a dash of global flair. Founded in 2016 by Ashwini Pai and her visionary trio of co-founders, Van Lavino started with a simple yet ambitious vision: to bring the world of desserts to Hyderabad, a city steeped in tradition yet hungry for new culinary experiences.
As Ashwini fondly reflects upon the extraordinary voyage, she reminisces about the humble beginnings and the pivotal junctures that metamorphosed Van Lavino into the culinary juggernaut it stands as today. “We wanted to introduce Hyderabad to desserts from around the world,” she explains. “But as we became the landmark for world desserts, soon we realized that desserts alone weren’t enough. We needed to offer a complete culinary experience, blending savory delights with our signature desserts.” Ashwini declares.
Eight years on, Van Lavino stands tall with three bustling locations across the city, each beloved for its artisanal breads and irresistible desserts like the incomparable Belgian chocolate éclairs. But what sets Van Lavino apart isn’t just its delectable treats; it’s the constant reinvention and innovation driven by an unparalleled deep understanding of consumer preferences.
In a candid conversation with Snackfax, Ashwini delves into the ever-evolving landscape of the food landscape, resolute in her commitment to satiating the insatiable hunger for new experiences among consumers. “Consumers crave new experiences,” she asserts confidently. “That is why we are constantly reinventing ourselves, introducing novel flavours & concepts to keep our consumers engaged. We are so in tune with our consumers reactions that in every two months, without fail, we have a new launch—a flavor from different part of the world,” she proclaims.
However, navigating the modern food scene isn’t without its challenges. With the meteoric rise of social media and shifting sands of consumer preferences, the pressure to stay relevant is ever-present. “The screen generation wants more than just great food,” Ashwini notes astutely. They seek an immersive experience, from the ambience of the café to the presentation of the dishes, she elaborates.
“For them, taking the ideal food photo is everything; they spend hours perfecting lighting and compositions until the dish looks Instagram-worthy. They’re surprisingly patient for this culinary extravaganza. This is the start of what we refer to as an experience. It’s more than just the food; it’s also about the setting, the presentation, and the level of service they get. Those days of having a fantastic product and some marketing were long gone. Currently, the key is to deliver that excellent product in the ideal situation at the ideal moment, she says with a polished elegance.”
With this, Van Lavino is also skillfully navigating an era of information overload. With multiple campaigns running concurrently and a myriad of other distractions vying for attention, the challenge lies in constantly reinventing not only products but also content creation for this generation. “Every brand’s approach is—Catch them young,” she quips with confidence.
Ashwini also astutely highlights how pandemic has altered perspectives, leading to a greater awareness of health and wellness. Now people are more conscious of their sugar intake and are moving away from chemical-laden products. “This shift has prompted us to rethink our offerings, focusing on natural alternatives like honey or jaggery, and reducing portion sizes. While we hope for long-term brand loyalty to resurface in the next 5 to 7 years, we understand the need to remain impeccably adaptable,” she reflects. As the specter of the pandemic looms large, Van Lavino remains steadfast in its commitment to culinary excellence, adapting to the shifting paradigms of consumer preferences with grace and aplomb.
Yet, amidst these challenges, Van Lavino has found its niche as an affordable luxury brand accessible to all. “We call ourselves a place of affordable luxury. We believe in offering quality without compromise,” Ashwini affirms. “And we want to be a place that has something for everyone. So, our pricing is competitive, but our commitment to excellence remains unwavering.”
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Remarkably, in the past year alone, the brand has expanded its footprint with the opening of 2 new outlets and a total of 3 outlets, demonstrating a remarkable 20% growth rate. Gazing into the future, Van Lavino harbors unparalleled plans for expansion, ambitiously aiming to disseminate its unparalleled culinary magic beyond the confines of Hyderabad’s borders. “We want to be a landmark wherever we go,” Ashwini says with a smile. “Whether it’s NCR or beyond, our goal is to cater to diverse palates and create memorable experiences for all.”
However, her approach is measured and deliberate. “I believe in ‘slow and steady wins the race’ philosophy. While we are eager to expand within Hyderabad, our focus is on maintaining our commitment to fresh, high-quality food,” Van Lavino’s strategy involves establishing 5 to 10 stores in each city where they operate, ensuring attention to detail and fostering strong partnerships.
Van Lavino founders’ visionary quest extends beyond horizons, aiming to grace three states with a constellation of 25 cafes within a mere 18 months. Their blueprint? A tantalizingly lucrative and enviably sustainable business model poised to unfurl its wings across the entire nation.
Van Lavino is getting ready to celebrate Mother’s Day in style as it draws near, fully embracing the essence of gratitude and affection that defines the brand. “Following the pandemic, we’ve observed a resurgence in gratitude for family bonds,” Ashwini says. “Our outlets are buzzing with activity as people flock to treat their mothers to something sweet.”
Teasing their plans, Ashwini hints at a special event for moms and their children, alongside the launch of a unique cake where candles are blown out through a straw—a surprise sure to delight customers. With each endeavor, Van Lavino continues to embody its ethos of creating moments that matter.
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