With the market value of pubs, bars, clubs and lounges (PBCLs), as part of the organised food service industry across India, estimated to consistently increase through the years, reaching almost Rs 160 billion in 2020, there is no dearth of these hangout places in the country. In this interview, Shankar Srinivas, Managing Director, No Limmits Lounge & Club, reveals what makes his brand very exclusive.
With what unique concept did this lounge come into being?
Bengaluru, with the IT tag of software professionals and major global players from various industrial sectors, brought to thought that we should cater to these sectors – an outing and chilling place with unique facilities to spend their evenings or weekends and this is how the formation of No Limmits Lounge with an area spread of 14,000 sq. feet was conceptualized. The design of floor space, taking into consideration the seating arrangements, aesthetically designed dance floors, private lounges and an intelligently thought of open air lounge to blend with the total view of the lounge that is supported by mesmerizing lighting arrangements, was created to ensure that the corporates and their guests would get a unique experience.
Could you tell us about your journey and current presence in the Indian market?
As a business entrepreneur, I always had in mind that I should build a team of entertainment professionals to meet the growing demands of young and hard-working professionals who want to spend their evenings or weekends with their friends and this thought gave birth to the lounge in 2012. During the initial months, the business turnaround was not as expected and this was a challenge. We interacted with our customers, took their feedback and worked out a strategy to ensure customer satisfaction while implementing various new operational methods with a scientific approach. Today we are proud to say that as a team we have achieved a place for ourselves and the No Limmits Lounge & Club is the one and only standalone place of its kind in Bengaluru. Our efforts and hard work have fetched us the National Business & Service Achievers Award (2015). A lot of this credit must be attributed to our director, Lalji Singh Thakur.
What is the USP that sets you apart from your competitors?
First of all, we are strategically located in Bengaluru CBD area with proximity to the shopping malls and the most sought-after shopping destinations like Brigade Road, Church Street, MG Road and Commercial Street that also offers metro station connectivity. Another bonus is that we have a whopping 14,000 sq. feet floor area that can entertain close to 1,300 guests at any given time. Our two dance floors with live DJs are served with delicious food and a variety of beverages. And the fact that we are constantly upgrading ourselves in tune with the changing times is what keeps our place buzzing.
What are the current trends in retail of lounges and which ones are you inspired by?
Though the current trend in retail lounges is to bring in the crowd, we are inspired by some clubs who have given importance to ambience along with food and beverages and quality of service. We as a prominent player in this circle have left no stone unturned in terms of continuous improvements and ushering in improvements and changes.
What factors influenced your choice of location while coming up with the lounge?
The cost of the operation in the location, visibility and accessibility for desired customers, potential revenues that can be achieved from the location, and assured flow of tourists and visitors were all great influencers.
What products/services do you offer and what is your pricing strategy?
Our staff is well-trained and at the end of the day the guests feel that they were treated royally. That apart, we serve the best of food and beverages to cater to all tastes. Our prices are competitive.
How do you intend to expand your retail?
We as entrepreneurs are always keen about matching the growing demands of the customers. With this view in mind, we intend to expand our retail business by increasing our customer base and thereby increasing revenue. For this we have plans to talk to corporate houses, popular DJs and celebrities from all walks of life to support us in projecting our lounge as the ‘ultimate’ place in Bengaluru.
What benefits are in store for customers if they opt for your service over others?
We are the best party hotspot in Bengaluru with two huge dance floors, one playing Bollywood music and the other western so that our customers can party as per their fancy of the moment.
For a corporate get-together we provide a customised service with a VIP place which none of the lounges in Bengaluru offer and this is our star attraction. Further, on every weekend we offer organised DJ nights with celebrity artists leading the shows. When it comes to food and services, our lounge has a great reputation.