INDIAN IN A BOX

Irrespective of the way the name sounds, the bottom line is - INDIAN IN A BOX serves yummy Indo - Chinese food in an unconventional style - 'in a BOX'. The "plate-less" restaurant opened its first outlet at off Senapati Bapat road, Pune in mid 2008. Since then it is a source of joy and great hospitality, not just for the foodie but for the non foodies as well, because they make food with love. They take your Taste buds far off imagination.


The quality of food & style of serving drove the D2I editorial team to cover inside story of INDIAN IN A BOX. The following information is based on the conversation between Mr. Ashish Sondhi, C.E.O of INDIAN IN A BOX and Miss. Arundhati Bhattacharjee, D2I Correspondent, Qonta Software Pvt. Ltd. Pune.



Talking about Food

INDIAN IN A BOX: A quick service, 'plate-less' restaurant; aiming for dining experience and a value for money. All human beings are in search of LOVE and we too strongly believe in LOVE. All that is cooked in INDIAN IN A BOX have one ingredient in common and that is LOVE. We fry LOVE, stream LOVE, Marinate LOVE, Stir LOVE and most importantly serve with LOVE. Cooked in clarified butter the piping hot healthy Indo-Chinese food delivered at your door step, when the vapours are still brewing at no extra cost sounds YUMMMMYY and tempting too. And the best part is that the VALUE MEAL starts from Rs 29.00/- only. Our value meal starts at Rs. 29 only What's in a Name

INDIAN IN A BOX-A Trademark and a free standing company started by Mr. ASHISH SONDHI, the name come into his mind, way back in 2001 while he was in New Delhi for a very short trip. He had gone to a friend's place for lunch. A small conversation with his friend's father led to the humble beginning of this brand.

Uncle would you like to have pizza ?



My son, its nothing but stale bread

This answer was thought provoking for Mr. Sondhi. He thought we Indians are so creative, intelligent; but still we are in a BOX. But this box is magical one. We Indians are not willing to take challenges or create opportunity to work for ourselves. Despite of all the creativity we possess, we don't explore ourselves to the level that our peers do in other countries.



So; Mr. Sondhi took the initiative to build INDIAN IN A BOX. For Mr. Sondhi Food is second love; first is LIFE itself. After numerous sessions of brainstorming, research and analysis; he found Pune to be the most suitable place for this food outlet. He established this business with his own efforts, with no funds taken from any Institute or Bank. Serve Food in a box Indian in a box a 'plate-less' food joint While travelling from Europe to Seoul, in airplane Mr Sondhi was watching a Hollywood movie, where the characters in the movie were having food in a box, this idea attracted him a lot, and he decided on serving food in a box only. He tried various types of boxes and after a long stint of disappointments he finalised on an eco friendly box suitable for serving food. And that's how the restaurant became a 'plate-less' food joint.

Dream Destination / Expansion Plan

Most of the Indian food chains are limited geographically to their state or place of origin only. For example the chain of Nirula's in the north, Kamat in the South, jumbo King in the west and the list continues.

Though the Indian food chains have a world class appeal in terms of the quality of food and services they do not have a Pan-India presence. Whereas, brands like McDonald, Pizza hut, KFC have their joints spread around in all Indian towns. On similar grounds, Mr. Sondhi dreams of creating a niche for INDIAN IN A BOX accross India. Hence he is open for both franchisee model, as well as own expansion with help of VC / PE funding. Customer is QUEEN

"CUSTOMER IS QUEEN" sounds catchy & interesting; indeed it is. Well we all have heard that CUSTOMER IS KING, but here we find "CUSTOMER IS QUEEN". This Tag line itself reflects, Mr. Sondhi's Love & Respect towards women. According to him "SHE is most powerful word, accept it". And for him customer is most powerful segment of any food chain or business. So here they have 'Customer is Queen'.



Behind every successful man, there is a woman. Then who is the women behind Mr. Sondhi's success? The answer is in the name itself, [I] INDIAN IN A BOX



In Marathi language "I" or "Aai" Stands for mother. His mother has inspired him a lot; she is the backbone in his life.





About Mr. Ashish Sondhi (CEO of the Company)

ASHISH SONDHI- Young, dynamic entrepreneur born in Punjab & bought up in London, UK. Since the age of 16years, he is been working in hospitality sector which has always attracted him. He is a True Indian by heart. At a very young age, he had established his own business. His hobbies are- cooking, writing, & spending time with his family. He says that, the credit of his success goes to his mother- "Mum's are the most important ingredients of our lives". D2I recommends food lovers to try INDIAN IN A BOX, not only for their FOOD but for their LOVE as well.



CONTACT DETAILS

Senapati Bapat Road: Opposite, Bhartiya Vidya Bhavan School, Off Senapati Bapat Road, Pune. For Free Home Delivery call-- 020 2661 1800, 020 32341800



Hinjewadi: Opposite, KPIT CUMMINS, Hinjewadi, Pune. For Free Home delivery call-- 020 229301800



Pimple Saudagar: No 15, Rainbow Plaza Mall, Pimple Saudagar, Pune.