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Azure Hospitality launches its delivery only brand; Jhoom

Wednesday, September 15, 2021, 15:21 Hrs  [IST]
HBI Staff | Hyderabad

Azure Hospitality, which has under its banner, some of the most iconic brands of the city such as Sly Granny, Mamagoto, Foxtrot and Dhaba, launches today. A cloud kitchen, the idea behind Jhoom, both menu and packaging, is to create a brand that celebrates the traditional and regional cuisines of India but made specifically for home delivery. That way the dishes are developed in a manner where they’re best enjoyed in the comfort of the patron’s home. The menu focuses on dishes that are signatures from their state of origin but also certain dishes which have been previously ignored when it comes to mainstream delivery brands. The objective is to celebrate and discover recipes and techniques that are being forgotten over time.

The brand brings best of India's eclectic and historical dishes to people’s homes. There is a sense of discovery; being an idea that germinated during the pandemic, Jhoom is a brand that also tends to bring the storytelling angle usually found in restaurants, into homes.

Signature dishes on the menu include the classic, Papdi Chaat served with Guacamole instead of the usual condiments.

Vegetarians have as many choices though the Soya Haleem is considered a star dish along with classics like Sindhi Kadhi and a Veg Galouti that biryani made out of it.

At the heart of Jhoom is Delhi boy Chef Tej Wardhan Saini. Chef Tej has been a part of the Azure Hospitality family since 2018 having led operations at the Foxtrot, Khan Market outlet. Seeing the phenomenal response towards modern Indian food there, the idea of Jhoom was born: Idea of putting nostalgia on a platter for cosmopolitan Indian audiences and introducing the aromatic, flavoursome Indian food to global palates, leaving a lingering taste for more, for both alike. His love for Indian cooking started very early when he used to watch his father cook absolutely scrumptious yet simple meals for the family on special occasions. His fascination led him to pursue the Culinary Arts course at Welcomgroup Graduate School of Hotel Administration, Manipal. His first professional stint began under the tutelage of Chef Manish Mehrotra of Indian Accent. Since then, Chef Tej has been associated with leading brands and has had exposure to global cuisines in the culinary industry for over eight years and counting. With Jhoom, Chef Tej and his immensely talented team aim to take the culinary world by storm, with a modern yet desi twist.

As of now, the serviceable area in the launch phase is Gurgaon with plans to expand towards Delhi and the rest of NCR. 

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