What is your background? I started from zero, and I have built my business from the ground up to become one of the foremost brands in the Indian food service restaurant category in Bangkok. I come from Gwalior in Madhya Pradesh, what you’d describe as a ‘second city’ in the north of India. I’ve always

What is your background?

I started from zero, and I have built my business from the ground up to become one of the foremost brands in the Indian food service restaurant category in Bangkok.

I come from Gwalior in Madhya Pradesh, what you’d describe as a ‘second city’ in the north of India. I’ve always had an enduring passion for food, so I started my journey as a chef, but I’ve always been a dreamer and have never been afraid to dream big.

As of today, I have more than 18 years of experience in the food industry. I’ve been exposed to multiple brands and prestigious hospitality groups like Taj Hotels, Keys Hotels, Royal Orchid Hotels, Citrus, Mahendra and Mahendra, Sky Gourmet and many more.

How did you start your business?

I always knew I wanted to create something of my own, so I took all this rich experience and launched Indian Essence Art in 2017, a small restaurant in Soi 22.

The restaurant was located in the interiors of a lane where there wasn’t much organic footfall. It was a big challenge; when I took over, I had to change the nature and design of the menu very quickly, ramp up the service and presentation to a level of excellence and redefine the whole brand. I wanted to embed the idea of fine dining with facets of contemporary and hi-tech hospitality that would resonate with Bangkok consumers and embed itself in their minds. The brand was built in the realm of fine dining and quick takeaways, refurbished by smart service techniques, food presentation, nuances in preparation, and customer relationships.

The hard work paid off, and from that point, the business took off, enjoying a reputation as a three-star, state-of-the-art dining experience – people still flock to the Indian Essence Art today and enjoy the ambience and offerings to the hilt. At that point, we were enjoying lucrative investment returns, but the pandemic hit.

What was your experience of the COVID-19 pandemic, and how did you overcome the challenges?

Like most in Bangkok’s food and service industry, the COVID-19 pandemic was the most challenging period our business has ever experienced. However, I believe that every disaster is an opportunity to learn and grow. The way I responded to the challenges of the pandemic was by utilising my acumen, creativity and experience with food to develop Dum Handi Biryani.

Biryani is a traditional Indian dish with a history as rich as its flavour. It’s an ensemble meal filled with aromas and flavours that are authentic and versatile in their appeal. The base ingredient is basmati rice, to which spices, meat or vegetables are added. I actually created a special mix of spices, especially for Dum Handi Biryani.

Dum Handi Biryani involves an authentic mediaeval cooking process in a clay pot. The porosity of the clay pot helps keep the aromas intact for 24 to 36 hours. Dum Handi Biryani is unique because the meal is cooked in a handi, and the customer is served in that same handi. We offer heritage fused with innovation and an experience you can’t get anywhere else.

To cater to the diverse tastes of our guests (biryani is popular with Thai locals as well as expats and visitors worldwide), our menu includes the widest variety of handi biryani across Asia, including vegetarian and non-vegetarian recipes.

Because Dum Handi Biryani offered authentic Indian food, a unique presentation and cooking technique, and, of course, incredible flavours, we were able to build brand differentiation when combined with a delivery model, carving a niche for ourselves in the market.

What role does Dum Handi Biryani play in supporting the local economy?

Not only did Dum Handi Biryani present a business opportunity, but it’s also a concept that serves the economic ecosystem by supporting the potters, especially during the difficult period of the pandemic.

A real Dum Handi Biryani involves an authentic mediaeval cooking process in an earthenware clay pot (handi). The porosity of the clay pot helps keep the aromas intact for between 24 and 36 hours, so it’s essential for the flavour and experience. As such, the restaurant helped provide income for the underprivileged communities that make the handis across Thailand at a time when demand was lowered.

How successful has Dum Handi Biryani been?

Today, Dum Handi Biryani serves more than one million Dum Handi Biryanis yearly to expats, foreigners, and our local Thai community in Bangkok.

Brand loyalty has been a significant factor in the success of the business. We often find that once a customer experiences Dum Handi Biryani, we become a favourite and a go-to for Indian cuisine – they don’t want to have biryani from anywhere else!

This loyalty has made Dum Handi Biryani very popular and gives me great hope that the business will have a sustainable future.

What plans do you have for the future?

I believe there is significant potential to expand from the incredible response we’ve had to Dum Handi Biryani. My plan for the future is to establish a franchise-based chain of 100 Dum Handi Biryani across Thailand, all serving authentic Indian food, outlets across Thailand. We’re looking at both Franchise Owned Company Operated (FOCO) and Franchised Owned Franchise Operated (FOFO) models.

We also aim to empower more than 5,000 Potter communities by 2030, continuing to contribute to our socioeconomic commitments.

To learn more, visit: http://www.dumhandibiryani.com.

Dum Handi Biryani restaurants can be found at:

• Opp Holiday Inn, Sukhumvit Soi 22
• Opp Park Avenue, Sukhumvit Soi 22
• Sukhumvit Soi 11, BTS Nana Exit