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Everything a brand would otherwise build in its first two years.
Most international brands arriving in India discover that their specification was written for a supply chain that does not exist here, and that licensing changes at every state border. Working that out took us seven years. For an incoming brand, those questions are already answered.
What we run, end to end.
- 01
Real estate & site selection
Both founders come from real estate, and it shows in where our stores sit. We work directly with the largest developers in each state, with local market advisory alongside it. Those relationships get us early access to new developments, the best positions inside them, and better commercial terms.
Thirty days is the market standard for a fit-out. We are given a minimum of sixty — which is what the brand’s specification actually requires.
- 02
Store development
Our own design and engineering teams take a store from drawings to opening. No outsourced project manager sits between the brand’s intent and the finished room, and where the market could not supply what the brand needed, we engineered it ourselves.
- 03
Sourcing & supply chain
We localise ingredients to the brand’s specification as far as it will go, and import whatever cannot be matched here rather than compromise. Seven years of doing that has produced a vendor base across India built to an international standard — vendors who have already been held to a franchisor’s spec and passed.
It is why the product tastes the same in Bengaluru as it does in New York.
- 04
Production & culinary
A central kitchen in every city we operate in, producing fresh daily, under an executive chef with head chefs in each city. Our first back-of-house team trained for four months with the brand’s corporate chef before a single store opened, and retraining programmes have run ever since.
- 05
Retail operations
Every store is owned and staffed by us — none sub-franchised — so there is no third party standing between the brand’s standards and the customer. Regional operations leads run each city, and retail teams are trained to describe a large product inventory by taste, so a first-time customer can be guided to the right choice.
- 06
Quality & food safety
FSSAI-regulated operations, audited to franchisor standards. No compromise on how products are made, on shelf life, or on product handling — the three places where a brand quietly erodes if nobody is watching.
- 07
Licensing & compliance
Licensing in India is state by state and rarely the same twice. We manage local licences and regulations in house across every market we operate in, which for an incoming brand removes one of the least predictable parts of an India entry.
- 08
Marketing & delivery platforms
An in-house team runs campaigns, social content and the CRM, including review monitoring and a WhatsApp retention programme, with PR agencies executing in each city. On the delivery platforms we are more than just listed: the relationships translate into better rider allocation, better commercial terms and platform marketing support.
A launch PR campaign — including a first look with Vogue — opened our first store to queues outside the door for a week.
- 09
People
An HR function that sources qualified talent across every metro we operate in, through standing relationships with hotel management colleges and a steady flow of referrals from existing staff. Four hundred and fifty people across retail, operations and head office.
- 10
Corporate & bulk
Corporate gifting, festive hampers and bulk orders run through a dedicated account team — a meaningful channel in its own right, and one that puts the brand in front of buyers who may never walk into a store.
The questions are already answered.
We know what can be made here to specification and what cannot, which developers to talk to, and how long a proper build takes. If you are weighing up India, that is a conversation worth having.