Exclusive Interview | Debaditya Chaudhury, Managing Director, Chowman Hospitality Pvt. Ltd.
/“Having a diverse range of employees is one common factor in our company yet we stand no discrimination or bias against any. Everyone is equally treated from HODs to Front desk executives, female staff members, or any individual working with us is merely appointed on the basis of their credibility.”
Debaditya Chaudhury, Managing Director, Chowman Hospitality Pvt. Ltd.
Could you reflect on your journey so far with Chowman and the expansion from Kolkata to Bangalore, Delhi NCR and Hyderabad?
Chowman’s journey has been commendable so far. It’s unbelievable that we began with just a thought and my passion for Chinese food. But today, we have reached far enough to be recognised as a leading chain of restaurants in the Chinese category across a total of 35+ outlets till date. My journey actually began as a musician & a founding member of Bangla’s Kolkata’s leading Bangla rock band Lakkhichhara. I started Chowman with merely one small outlet where in the initial days I delivered food from door to door and now by the nonstop hard word we have more than 42 outlets including Chowman, Chapter 2 and Oudh 1590. We’ve just hit 4 zones: Kolkata, Delhi NCR, Bangalore and Hyderabad by now but I hear people talking of Chowman from different places in India.
Chowman completed its 13th Anniversary this year in August, what have been the key highlights ?
Our National Expansion: Firstly I would like to mention that my vision has always remained to expand and grow the family we were able to build over the years hence national expansion has been the key milestone we were able to acquire and strive to maintain the stretch further. Till date we have marked the expansion over 21 outlets in Kolkata, 6 in Bangalore, and 4 in Delhi-NCR.
Mumbai, Chennai and Hyderabad will be our next port of call. The expansion was a massive progress for Chowman yet it is more than a milestone and achievement. I am glad that the taste and emotions of Chowman is loved across the country now.
All new Chowman App: Chowman App has been just not an innovation but one of the biggest achievements. Though it started just 3 years back, our all new Chowman App houses features and options that are no less than any advanced and leading app known across the country. Our Chowman app has inculcated all the features like any other leading applications. We always maintain and mark our preferences and choices of our customers.
Our Delivery Fleet: Another milestone to mention is that Chowman is the largest self-owned delivery fleet and this could only be so successful is by the combined efforts of all individuals involved in the process. It overwhelms me when I see the endeavour of each and every one behind putting this thought into action. Chowman houses the largest delivery fleet in India in the Chinese chain category with a commitment to serving better. And the aim is to expand our reach to ensure that our food packed with love and effort reaches your doorstep faster than ever amidst hail & storms.
Feature on Disney Hotstar’s Brands of Tomorrow: One very interesting achievement we marked this anniversary was the selection in Brands of Tomorrow, featuring the journey of Chowman becoming a known face in the F&B industry. I have had the chance to express the emotions behind the brand through the series. The episode illustrated the position Chowman has gained amongst the vast competitors across the country, and remains persistent. It highlights the growth and expansion witnessed over the years.
Biggest challenges you have faced in expanding the business to various parts of the country?
The biggest challenge was to crack the existing market scene. As a leading brand in Kolkata with the aim of becoming a leading face across the nation, we had to top the demand in all the regions.
In Bangalore, it hasn’t been that tricky since Chinese cuisine in Bangalore is much underrated. And with our quality and ambiance, we became a benchmark. We also started with cloud kitchen at first in Bangalore at a time when Covid was at its peak. So that channelised another means for consumers to order home at ease which is the ordering trend in Bangalore. In Delhi, it still is a little tricky considering the fact that we want to introduce a third category of neighbourhood fine- dining where street stalls and fine-dining have been the only options.
Next expansion phase includes Mumbai and Pune, please share some details on the same.
So we will start with Mumbai by the end December to January with our first outlet in the west, followed by Pune within a few months of Mumbai opening. We target to open more than 3 at minimum in each of the cities depending on the market demand.
Chowman has the 2nd largest self-owned delivery fleet in the nation. How did you manage to build it ? Throw some light on this.
Investment in Infrastructure: We invested in the necessary infrastructure, such as vehicles, warehouses, and technology, to establish and expand the delivery capabilities.
Strategic Partnerships: Building partnerships with suppliers, manufacturers, and logistics in securing the necessary resources and support for our delivery fleet.
Technology Integration: Utilising advanced technologies such as route optimization software, GPS tracking, and real-time monitoring to enhance the efficiency of our delivery fleet.
Employee Training: Ensuring that delivery personnel are well-trained in customer service, safety protocols, and efficient delivery practices.
How was the experience of being recognised as one of the brands in Hotstar’s Brand of Tomorrow show ?
I think, to get featured on such an esteemed national platform like Disney Hotstar comes with a lot of effort and years of hard work as a team. And this is just not a moment of pride for me as an individual, but a celebration of the entire Chowman team, as well as, for West Bengal, to have Chowman featured for this prestigious venture as the sole brand from the state. As a Bengali I have always drawn my inspiration from Satyajit Ray, Tagore, Netaji and others. People say Bengalis are not meant for business, and neither is any of the names I mentioned above were associated with business.
But one thing they possessed that no- one else had, was that they were envisioning things ahead of time! This is what sets them apart. Chowman, to me, was not a brand but a philosophy. From introducing the concept of democratised fine-dining back in 2010 where fine-dining was not so much accessible for the middle-class gentry, or planning a self-owned delivery fleet, or even conceptualising cloud-kitchen, or even the attempt to bring a bend to the food narrative Indo-Chinese was all about breaking the norm. Everything that Chowman is today, in terms of branding, its ideology aims at being futuristic and the strive is always to move leagues ahead from the rest.
Have you taken on any funding? If yes, at how much and at what valuation level?
We re-invest most of our profits in our national expansion project of expanding to all the metropolitans by 2025. Currently we are entirely operating via reinvesting profits.
How would you define your company culture? Share some practices towards creating the culture at Chowman.
Our company believes and practices in creating an environment that is friendly and affectionate.
This culture is practised in order to make everyone feel inclusive since it is extremely important to have an atmosphere as such that automatically encourages the employees to be productive and fun at the same time. It is equally important for the employee to be mentally fit in order to continue a healthy work life, a major part of the role for the same is in the hands of the HR department. We have flexible rules so that the employees can benefit from it in times when required for example the employee can opt for a leave for any religious, medical, or personal need as and when needed.
Having a diverse range of employees is one common factor in our company yet we stand no discrimination or bias against any. Everyone is equally treated from HODs to Front desk executives, female staff members, or any individual working with us is merely appointed on the basis of their credibility.
