Coals to Newcastle as Asha’s targets India
RESTAURANT group Asha’s is set to open eateries in India with New Delhi it’s first target city.
The group – which has a UK signature restaurant in Birmingham’s Newhall Street – has plans to open 15 venues on the sub-continent in the next five years.
It is hoping to announce the master franchisee for the Indian market soon. The master franchisee will subsequently sub-franchise outlets to other partners.
Asha’s is aiming to open three restaurants a year for the next five years. It is aiming open the first outlet by the end of the year in Delhi with an initial investment of $2m. A site has already been identified.
Saudi Arabia, Singapore and Hong Kong are also being targeted by the group.
Named after music icon Asha Bhosle, the first restaurant was launched in Dubai in December 2002. The brand was quick to expand and the chain is now ten-strong across the United Arab Emirates (Dubai and Abu Dhabi), Kuwait, Qatar, Bahrain, Egypt and the UK.
West Midlands-based entrepreneur Paul Bassi and Pawan Kenth, managing director of Corporatewear UK, were behind the Birmingham venue and hold the UK franchise rights.
Birmingham general manager Jai George said: “Asha’s has been a huge success both in the West Midlands and abroad.
“The concept is proven and the offering is always being worked on. Now it is to launch in the country where it was born. It is a wonderful story.”
Ms Bhosle added: “Expanding the number of outlets was the logical step, given the success and popularity of our existing restaurants around the world.
“Now, that the brand is successful internationally, we shall set up in India.”
