From becoming a household name through television shows like Khazana and MasterChef to building restaurant brands and co-founding Wonderchef, bestselling author, food entrepreneur and celebrity chef Sanjeev Kapoor has built a culinary empire that extends far beyond the kitchen.

Today, Kapoor's restaurant portfolio spans India and international markets under SK Restaurants. It includes the fine-dining concept Khazana, the casual dining brands The Yellow Chilli and Indii, and the premium dining concept Signature, all of which primarily operate through a franchise-led model.

Collectively, the portfolio comprises more than 50 outlets across seven countries, with The Yellow Chilli emerging as the group's largest brand with a strong presence across India and international markets, while Khazana has established itself in key markets including the UAE, Canada, and the U.S.

An Entrepreneurial Spirit

While Chef Sanjeev Kapoor wears many hats, he always thought and worked like an entrepreneur—even before starting his own restaurant business. 

According to Kapoor, entrepreneurship has been an integral part of his journey since his early days as a chef. 

"Chefs have always been entrepreneurs. Earlier, I was creating value for someone else; today, I create it for myself. I continue to be a chef, and I continue to be an entrepreneur," shared Kapoor.

Deciding a Restaurant's Location

For Kapoor, selecting the right restaurant concept for a new market is a strategic decision. It is guided by factors such as local demand, demographics, location, competition, and the strength of the franchise partner. 

"The location and the brand go hand in hand. Sometimes a location may be attractive, but the concept we want to introduce may not fit there perfectly. A lot of research and data go into these decisions before we determine the likelihood of success," he explained.

Expansion Plans

While the pandemic posed significant challenges for the restaurant industry, Kapoor believes it also highlighted the growing global demand for Indian restaurants, particularly for franchise-led brands.

Looking ahead, he plans to expand his restaurant portfolio across North America and the Middle East. Within India, Uttar Pradesh remains a key focus market, alongside Bengaluru and Hyderabad.

Kapoor is also exploring opportunities to expand Signature, his premium fine-dining restaurant chain internationally. 

"Discussions with a hotel chain are underway, and once those are finalized, we will make an announcement. It will be in a very unique location, but I cannot reveal more at this stage," he said.

Adapting to Evolving Consumer Preferences

Consumer preferences in the food and beverage industry continue to evolve as changing lifestyles, dietary habits, and culinary trends reshape demand.

Kapoor says his restaurant portfolio has largely been built around serving Indian consumers, both in India and overseas. Even when offering international cuisines, the menus are tailored to suit Indian palates. However, he believes there is now a growing appreciation for authentic regional Indian cuisine, making localization increasingly important.

"For instance, if we open The Yellow Chilli restaurant in Banaras or Lucknow, earlier only about 10 percent of the menu would feature local dishes, while the remaining 90 percent was common across locations. Today, we are looking to increase regional offerings to nearly 30 percent because consumers want stronger local representation within established brands," explained Kapoor. 

Balancing Innovation with Authenticity

When it comes to innovation, Kapoor believes today's fusion cuisine often becomes tomorrow's mainstream food. 

"No chef simply copies what has been done before. Every chef brings his or her own personality to food. For instance, masala noodles were considered fusion 15 years ago, but today they're everywhere,” he said.

According to Kapoor, innovation and authenticity can comfortably coexist. For him, fusion is about adapting traditional recipes to changing consumer tastes without compromising their essence. 

This philosophy is reflected across his restaurant menus, where authentic dishes are paired with thoughtful innovation.

"Our Lalla Mussa Dal is traditionally rich because of dairy, so we created a lighter version without butter, cream, or ghee while retaining its creamy texture. We also reinvented Gulab Jamun by creating Gulab-e-Gulkand, stuffing it with candied rose to give the classic dessert a unique twist," shared Kapoor. 

Co-founding Wonderchef

Beyond the restaurant business, Kapoor is also the co-founder of Wonderchef, the premium kitchen appliances and cookware brand. He recalls that viewers of his television shows frequently asked where they could buy the cookware and appliances he used on screen.

At the time, Kapoor was endorsing third-party brands. Recognizing the opportunity to create a brand of his own, he partnered with Ravi Saxena to launch Wonderchef in 2009. 

"The journey wasn't easy—it took time. But today, Wonderchef has become a well-recognized brand. We sell millions of products every year, and our success has come from addressing a genuine consumer need and putting in consistent hard work," he shared. 

Growth Plans for Wonderchef

Over the years, Wonderchef has grown into one of India's leading kitchen appliances and cookware brands, with a strong presence across the country.

Looking ahead, Kapoor has ambitious plans for the company. 

"We are looking at publicly listing the company in the near future. We also want to deepen our penetration into smaller markets and are working on developing a super-premium product range," he shared.

• food & beverage