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Over the past year, the group's Dhaba Estd 1986 Delhi brand has expanded into Civil Lines in Delhi, Patna, Meerut, Kanpur and Elan Epic Mall in Gurugram. The brand has also relaunched its outlets at Nehru Place in Delhi and Gulshan One29 in Noida.
Meanwhile, Mamagoto has entered Raipur, Kanpur and Coimbatore, while reopening its outlets at Nexus Avenue, Saket and DLF Promenade, Vasant Kunj, in Delhi.
The Asian dining brand has also introduced Mamagoto Nomikai at Cyber Hub, Gurugram, a new format built around food and beverages with a stronger evening-focused positioning.
The group's expansion plans will also take it to new markets. Itanagar is set to get a new concept under the Mamagoto brand, while Chandigarh will see the launch of Jhoom, a new standalone restaurant concept being developed by Azure Hospitality.
Azure Hospitality's expansion strategy goes beyond simply adding more outlets. The company is taking established brands into new cities while also experimenting with formats that cater to different consumer occasions and markets.
“We are at a point where our growth is becoming increasingly multidimensional. We are taking brands that have already built strong consumer equity into new cities, but we are also asking what else those brands can become,” said Vineet Kochar, COO, Azure Hospitality.
He pointed to Mamagoto Nomikai and the upcoming Itanagar concept as examples of the group's approach, while Jhoom gives the company an opportunity to build a new brand from the ground up.
“For us, the objective is not to grow for the sake of scale. It is to build relevant, distinctive and sustainable restaurant businesses that can adapt to different markets and continue to remain meaningful to the consumer,” Kochar added.
Azure Hospitality operates a multi-brand portfolio spanning Indian, Asian and contemporary dining, with its latest expansion reflecting a strategy of combining established brands, new formats and standalone concepts as it builds its presence across India.
