Uncover the captivating story of the Bollywood Biryani Company – a Surat gem that has turned the legacy flavours of India’s beloved biryani into a thriving success with the help of Swiggy’s new-age strategy.
The biryani landscape of India is as diverse as its people, and the story of Bollywood Biryani Company, a beloved eatery from Surat, is a testament to the power of passion, resilience, and strategic partnerships. We sat down with Ashwin G. Singh, the visionary behind Bollywood Biryani Company, and Praveen Jhunjhunwala, the dedicated Key Account Manager II from Swiggy, to uncover the fascinating journey of this unique biryani brand.
From Corporate Corridors to Culinary Creations
Ashwin’s path to becoming a restaurateur was far from conventional. While he came from a corporate background, having worked for an insurance company, it was his long-time passion for cooking that truly marked his unconventional journey. “Before launching Bollywood Biryani Company, I spent 12 years in the Insurance industry, where I rose rapidly from a sales executive to the regional head, overseeing operations across multiple states,” shares Ashwin. Despite receiving around 16 promotions during that time, he admits, “After a while, I began to feel that the role no longer aligned with my long-term aspirations. One fine day, I decided it was time to step out of my comfort zone and embark on a new challenge.” He submitted his resignation, leaving his job without a plan.
What illuminated a new path was his passion for cooking. He mentions, “I couldn’t call myself a chef, but I was always a good cook, and it was always a stress buster for me.” The turning point from passion to vision arrived when a friend from Surat suggested trying a renowned biryani brand in Mumbai. While impressed by its presentation, the dish was a letdown. “We called for the mutton biryan, but were disappointed to find it contained very few mutton pieces,” Ashwin recalls. It was then that his friend made a significant observation: “If this brand can create a hype with this product, you will surely do better.” This sparked Ashwin’s resolve. “That’s where I decided I want to get into the restaurant business,” he declares.
Bollywood Biryani Company: A Name with a Story
With the decision to enter the restaurant business solidified, the next crucial step was defining the brand’s identity. Ashwin noticed a significant void in Surat’s dining scene. “There were no decent places where you could sit and have biryani with your family. Most existing places were roadside eateries.” This insight guided his vision, and as he puts it, “We want to open a restaurant where families can gather and savour biryani.”
The name ‘Bollywood Biryani Company’ was chosen to resonate with every Indian, leveraging the widespread appeal of biryani and Bollywood. Ashwin explained his reasoning: “In Bollywood, everyone can connect irrespective of gender, age, or liking, and biryani is the most loved dish in India.” This clever fusion of two widely cherished Indian favourites, reflected not just in the name but also in the restaurant’s vibrant theme, certainly created an instant connection with people. Thus, Bollywood Biryani Company officially opened its doors in February 2018.
Navigating Challenges and Embracing Opportunity
Transitioning from the corporate world to the dynamic F&B industry presented its share of challenges. “There are two ways to look at things,” he articulates. “One is a challenge and the second is an opportunity. We are a country of 1.2 billion hungry people. I don’t think any opportunity is bigger than that.”
However, Ashwin elaborated on one particular challenge which stemmed from Surat’s demographic, “It’s divided into 40 per cent non-vegetarian eaters and 60 per cent vegetarians, which made establishing a biryani brand difficult, as biryani is typically recognised as non-vegetarian.” Informing us about the historical relevance of vegetarian biryani, Ashwin states, “Yes, veg biryani is a real thing and it is very much a part of our culinary heritage. There is a mention of its presence and relevance in our Paak Shastra as well.” By picking aroma from Lucknowi biryani and the vibrance and colour from Mughlai biryani, Bollywood Biryani Company honoured this heritage by meticulously crafting a unique fusion specifically designed for the people of Surat.
Ashwin emphasises the community’s connection to his brand, having built it with the local palate and dining habits in mind. Identifying the need for a family-friendly biryani spot, Bollywood Biryani has deeply ingrained itself in the local culture. This deliberate focus led Ashwin to declare, “Bollywood Biryani is not my brand. It is Surat’s own biryani house, I’m just doing my service.”
Swiggy: An Essential Ingredient in Growth
In 2018, just six months after Bollywood Biryani Company launched, Swiggy made its entry into the Surat market. Ashwin, familiar with the convenience of food delivery platforms from his time in other cities, immediately recognised the immense potential. He affirms, “If you have to grow, you have to have all the engines running.”
Praveen Jhunjhunwala, who has served as the Swiggy Account Manager for Bollywood Biryani Company since 2021, speaks highly of Ashwin’s dedication and focus. “I love the passion with which Ashwin works,” Praveen shares, “He is always pushing me, how we can do the best, how we can make the brand more profitable rather than something that is only discount-oriented.”
Swiggy has been instrumental in the Bollywood Biryani Company’s growth, implementing various strategic initiatives. “Initially, we pitched ideas that were new for the brand, like listing items in a flash value sales campaign, or investing in ads,” Praveen explains, “Ashwin has been supportive and gone along with the ideas and investments, whether it’s ads or something else.” Beyond promotions, Praveen also offered strategic advice on expansion: “We suggested starting an outlet in a different area, and keeping that outlet open when the main outlet is closed or is operating at reduced capacity.” Following this suggestion, Ashwin indeed opened another outlet, spreading the joy of their delicious biryani to even more eager palates across Surat.
Praveen’s insights highlight the unique, thoughtful approach Bollywood Biryani Company takes to its operations and growth, emphasising long-term value over rapid expansion. He observed, “Bollywood Biryani Company has been doing pretty stable business for a very long time, is never in an unnecessary rush to grow the business, focuses on taste and experience to establish a legacy, and calculates profitability by quantifying the brand’s connection with the people of Surat.”
Ashwin’s vision for Bollywood Biryani Company transcends mere valuation. “I’m here to build a legacy, which people cherish,” he states, “We are looking for people who are driven by passion, not finances.” His philosophy for expansion is clear: “We’ll grow steadily. Not slowly, but steadily.”
