Exclusive Interview | Aji Nair – Chief Advisor and Consultant - Mirah Hospitality
/“Our goal is to bring the unique experience of Hitchki to new markets, delighting patrons with our Bollywood-themed ambiance, exceptional food and beverage offerings, and unparalleled customer service. With a focus on quality, creativity, and authenticity, we are confident in our ability to capture the hearts of new audiences and create memorable experiences wherever we go.”
What inspired the concept of Hitchki, and what was the vision behind creating such a vibrant and experiential dining destination?
India's Bollywood obsession is the stuff of legends, and Hitchki was born to turn that obsession into a one-of-a-kind experience. This isn’t just any restobar – it's a Bollywood lover's utopia, where fans and nostalgia junkies unite to bask in the enchantment of the silver screen.
To create an amazing experience for our guests we have special days every week like Tuesdays are for ‘Purane Din’ where our food & beverages are priced in such a way which is reminiscent of the old times. Thursdays are ‘Taco bout Tequila’ where guests can partake in the magic of the Mexican cuisine while enjoying the lively ambience. And Every Friday, we host our signature ‘Bollywood nights’, transforming our space into a dazzling tribute to the glitz and glamour of Hindi cinema, guaranteeing a night to remember. But there's more! Our menu is a delicious rhyme to iconic movie moments.
From dishes like 'Flower Nahi Fire Hai' to 'Baap Ka Dada Ka Bhai Ka Sab Ka' and cocktails like 'Deewar' and 'Pehchan Kaun,' every bite and sip is a taste of Bollywood magic.
At Hitchki, we want every visit to feel like a fun trip down memory lane. It's a place where you can enjoy good food, good company, and lots of Bollywood nostalgia. Come visit us and leave with a big smile on your face!
Could you share some key milestones in Hitchki's journey, particularly in terms of capturing the market share in the extremely competitive industry?
Hitchki stands out as a distinctive player among the myriad resto bars, thanks to our unique positioning as a Bollywood-themed establishment. Our focus on delivering a special customer experience shines through our concept, the quality of food and beverages, and the design of our menu and ambiance.
Hitchki, a resto-bar known for its quirky Bollywood-themed decor and innovative food and drink offerings, has made significant strides in the competitive restaurant and bar industry. Here are some
Key milestones in Hitchki's journey:
1. Inception and Concept Development:
- Launch: Hitchki was launched by Mirah Hospitality in the year 2017. The concept centered around nostalgia, particularly Bollywood nostalgia, with a focus on innovative Indian cuisine, fusion food and creative cocktails.
2. First Location:
- First Outlet: The first Hitchki outlet opened in Mumbai, which set the tone for the brand’s quirky and nostalgic theme. The ambiance, themed around Bollywood and Indian pop culture, became a hit among the younger demographic.
3. Expansion:
- Multiple Locations: After the success of its first outlet, Hitchki rapidly expanded to other prime locations in Mumbai and other major cities across India like Nagpur and Bangalore. Each new outlet maintained the brand’s signature style and menu while catering to the local preferences.
4. Menu Innovation:
- Creative Offerings: Hitchki became well-known for its creative menu, which included fusion dishes like ‘Mere Pass Maa hai’ and cocktails like ‘Dum Maro Dum, Geeta Babita’. The unique presentation and nostalgic names of dishes resonated well with customers.
- Seasonal and Limited Editions: Regular updates to the menu with seasonal dishes and limited- edition offerings helped keep the brand fresh and exciting.
5.Marketing and Brand Positioning:
- Social Media and Digital Presence: Hitchki leveraged social media effectively to build a strong online presence. Creative campaigns, influencer collaborations, and user-generated content played a significant role in building the brand’s image.
- Bollywood Connection: By organizing events and promotions tied to Bollywood movies and celebrities, Hitchki has solidified its connection to Indian pop culture.
6. Customer Engagement and Loyalty:
- Interactive Events: By hosting theme nights, live music events, and Bollywood quiz nights, Hitchki boosted customer engagement and cultivated a loyal customer base.
-Loyalty Programs: Introducing loyalty programs and special offers for regular customers helped retain and attract patrons.
7. Awards and Recognition:
- Industry Recognition: Hitchki received several awards and accolades for its innovative approach, including recognition for its food, cocktails, and overall theme. These awards helped bolster the brand’s reputation in a crowded market.
8. Adapting to Challenges:
- Pandemic Response: During the COVID-19 pandemic, Hitchki adapted by enhancing its delivery and takeaway services, introducing DIY meal kits, and ensuring stringent safety protocols. This adaptability helped sustain the business during challenging times.
9. Expansion Beyond India:
- International Presence: Hitchki’s success in India led to plans for international expansion. The brand’s first international outlet was opened in Dubai, marking its entry into the global market.
10. Future Plans:
- Continued Growth: Hitchki continues to explore opportunities for expansion both within India and internationally, with plans to open new outlets in key cities around the world.
How does the brand focuses on sustainable growth?
HITCHKI, a popular Bollywood-themed resto-bar in India, focuses on sustainable growth in the Indian market through several key strategies. By creating a nostalgic and unique experience with its Bollywood-themed décor, menu, and overall dining atmosphere, HITCHKI ensures a strong brand identity and customer loyalty. The restaurant continuously innovates and adapts its offerings to stay relevant, especially for millennials, with trendy menu items and special events like Bollywood nights and ladies' nights. Expanding across major cities such as Mumbai, Bengaluru, and Nagpur, and into international markets like Dubai, HITCHKI incorporates local preferences while retaining its core nostalgic elements.
This approach helps cater to diverse tastes and maintain broad appeal. Additionally, HITCHKI focuses on sustainable practices by emphasizing quality ingredients and innovative culinary techniques, which involve responsible sourcing and waste minimization. Engaging with the community through events and themed nights fosters a sense of belonging and promotes word-of- mouth marketing, which is vital for sustainable growth. Combining a strong thematic concept with continuous innovation, strategic expansion, and community engagement, HITCHKI effectively targets sustainable growth in the competitive Indian market.
How does Hitchki maintain its high levels of customer satisfaction, and what role does community engagement play in this?
Ensuring high levels of customer satisfaction is at the core of Hitchki's ethos. We achieve this by constantly listening to our patrons, understanding their preferences, and consistently delivering exceptional experiences. Community engagement plays a pivotal role in this endeavor. Through active participation in community events, support for local initiatives, and the cultivation of meaningful connections with our guests, we not only enhance our community ties but also gain valuable insights. These insights enable us to better tailor our offerings to meet the needs of our guests. At Hitchki, our commitment to customer satisfaction goes hand in hand with our dedication to building vibrant and inclusive communities
What are Hitchki's future growth and expansion plans, both within India and internationally?
As we embark on our journey of growth and expansion, both within India and internationally, our vision for Hitchki is one of exciting opportunities and continued innovation. We are committed to further solidifying our presence in key cities across India while exploring strategic avenues for international expansion apart from Dubai where we already have 2 outlets in key locations.
Our goal is to bring the unique experience of Hitchki to new markets, delighting patrons with our Bollywood-themed ambiance, exceptional food and beverage offerings, and unparalleled customer service. With a focus on quality, creativity, and authenticity, we are confident in our ability to capture the hearts of new audiences and create memorable experiences wherever we go.
