As CEO of GFA Global and Papa John’s India, Joseph Cherian always enjoyed managing multi brands. He along with his friend and chef Nabhojit Ghosh under Love Food Ventures Pvt Ltd started 48East, which is an inspiration of Asian cuisine .It is marked by a multiplicity of regional and ethnical influences.
48 East strives to bring in the best of eclectic Asian gourmet food right at the doorsteps of people. Representing 48 different counties of Asia, it serves food from the ancient civilizations of China and India, to the colourful Middle East, from the light flavours of south-east to the exotic from the Far East, the team of professional experts will take you on a gastronomic journey with every meal. Here are excerpts from the interview:
What was the idea behind starting an Asian food delivery start up?
I spent most of my working years in Asia and Middle East and always felt the need of gourmet Asian food home delivered in India during my stay in India. What is typically available in India for home delivery were home grown Indo- Chinese brands. In addition to the Indo-Chinese food, Asian food was typically a Thai Green curry or red curry, Malaysian, Singapore noodles etc.
If one had to experience Gourmet Asian food, they had to travel to expensive 5 star hotels or boutique high end restaurants.
Both Nabhojit and I shared the same thoughts and we decided to bridge this gap. Thus 48 East was born. 48 East represents the 48 different countries of Asia. It includes the , South Asia, South East Asia, Central Asia, East Asia and the Middle East. We would like to take our customers through a journey of these countries through a weekly changing menu.
Why delivery over a restaurant?
Gourmet Asian Food was available in some of the 5 star hotels. The gap was in the delivery segment.
How do you decide on the menu?
We take our customers through a journey of 48 different countries of Asia through a highly curated menu. Weekly changing menu enables us to provide this variety. We invest a lot of time and effort in research to provide customers the best of Asia.
What is your delivery range?
We ensure that we deliver within 45 minutes. Hence the range is dependent on our ability to deliver in 45 minutes.
How about getting the raw materials to your kitchen?
We have tied up with various suppliers to supply us with both locally sourced and imported ingredients. We need to import some of the items to ensure Authenticity of the dished. We are committed to quality and we ensure usage of high quality ingredients
What is the numbers of orders you are getting? What is the expansion plan going forward?
We do over 75 orders per day and we are in the process of expanding our network.