With nearly two decades of redefining the casual dining landscape, Azure Hospitality Pvt. Ltd. has emerged as one of India’s most dynamic players in the F&B space. Home to eclectic and much-loved brands like Mamagoto, Dhaba Estd. 1986 Delhi, Speedy Chow, Maalgaadi, Foxtrot, and Sly Granny, the company has successfully built a portfolio that blends innovation, authenticity, and scalability.

“Our vision has always been to establish brands with distinct personalities and strong positioning,” said Rahul Khanna, Co-Founder and Director, Azure Hospitality Pvt. Ltd. “Each concept—whether it is Mamagoto’s lively pan-Asian offering, Dhaba’s real Punjabi charm, Foxtrot’s café culture, or the modern eccentricity of Sly Granny—caters to a particular demographic with a well-defined product offering and pricing range.”

Dhaba Estd. 1986 Delhi: A Legacy Reinvented

Among Azure Hospitality’s portfolio, Dhaba Estd. 1986 stands as a true legacy brand. Known for its authentic Punjabi cuisine and quirky highway-themed ambience, Dhaba has been delighting diners for nearly four decades. As it approaches its 40-year milestone, the brand remains deeply rooted in its heritage while embracing modern trends to stay relevant to newer generations.

Over the years, the Dhaba experience has been enhanced through updated décor that balances nostalgia with contemporary tastes, an upgraded mixology program, and the introduction of unique menus and promotional campaigns. In addition, Dhaba has embraced social media and brand collaborations to remain culturally resonant. This ability to adapt while holding on to its essence has made Dhaba one of Azure’s biggest success stories. 

Today, the brand contributes close to 40 percent of Azure’s overall revenue, a share that Khanna expects will remain steady at 40–45 percent in the coming years. “Dhaba’s timeless appeal and scalable model make it a cornerstone of our portfolio, and we see strong headroom for growth both within India and internationally,” he stated.

Mamagoto and the Power of Pan-Asian

If Dhaba represents nostalgia and cultural roots, Mamagoto embodies vibrancy and experimentation. As one of India’s most popular pan-Asian dining concepts, Mamagoto has grown rapidly by offering an accessible yet exciting take on Asian cuisine. Its colorful, lively ambience, playful menu, and youthful energy have made it a favorite among millennials and Gen Z diners.

“Mamagoto and Dhaba have consistently been our growth drivers. Their adaptability, wide consumer base, and strong brand recall make them highly scalable across markets,” Khanna emphasized. The brand’s success lies in its ability to strike a balance between being approachable yet aspirational, making it a natural fit for both metros and emerging markets.

A Portfolio of Diversity

Beyond its two flagship brands, Azure Hospitality has cultivated several niche concepts that add depth to its portfolio. Foxtrot, for instance, captures the essence of modern café culture, while Sly Granny offers an eccentric take on dining, blending comfort with creativity. Speedy Chow and Maalgaadi further diversify the offering, appealing to customers looking for unique culinary adventures.

“Each of these brands has its own voice and customer base,” noted Khanna. “This differentiation allows us to tap into varied consumer segments while ensuring scalability and growth.”

Today, Azure Hospitality operates more than 50 outlets across over 15 Indian cities. The company’s expansion strategy prioritizes Dhaba and Mamagoto for their scalability, while the other brands continue to build loyal communities in metro markets.

Expansion: Data Meets Local Insight

The company’s growth has been deliberate, blending data-driven insights with local expertise. Market research plays a critical role in identifying evolving customer preferences, competitive dynamics, and potential gaps in local dining ecosystems.

“Our expansion strategy is a mix of data-driven insights and local expertise. For Tier II and III cities, we rely on our franchise model, ensuring we retain management control to protect brand integrity while enabling quicker penetration. For organic growth, our focus in the next 1–2 years will remain on NCR, Maharashtra, Bengaluru, and Hyderabad, where consumer appetite for experiential dining is robust,” Khanna explained.

The Road to Global Markets

While India remains the core market, Azure Hospitality is now preparing to take its best-performing concepts to international markets.

“Yes, international expansion is very much on our horizon. Both Dhaba and Mamagoto are strong contenders for global markets, given their unique positioning and appeal to both Indian and international audiences,” Khanna asserted. The company is exploring opportunities in regions with a strong appetite for Indian and Asian cuisines, where its brands can act as cultural ambassadors while maintaining their original ethos.

Looking Ahead

The company’s ambitions for the next few years are clear: double in size within 2–3 years, strengthen revenue from scalable brands, and nurture niche concepts that add diversity. Technology, delivery innovations, and consumer insights will be central to this growth journey.

“Our vision for the next 3–5 years is ambitious yet grounded. We aim to double our size within the next 2–3 years, expanding our footprint both across India and internationally. Alongside this, we plan to strengthen our revenue base by focusing on scalable brands like Dhaba and Mamagoto while continuing to nurture niche concepts that add diversity to our portfolio,” Khanna concluded.