JKS Restaurants co-founders Karam (left) and Jyotin Sethi (center), former Mars partners … [+]
Gymkhana Fine Foods is the retail arm of Gymkhana London, a fine-dining Indian restaurant established between parent company JKS Restaurants and former Mars executive Gareth Arora, with seed funding led by venture capital firm CAVU Consumer Partners. Raised $3 million.
Additional participating investors include internationally acclaimed artist Priyanka Chopra Jonas and her manager Anjula Acharya. CAVU co-founders and partners Rohan Oza and Jared Jacobs have joined the company’s board of directors as a result of this investment.
Oza said in a statement: “CAVU is excited to lead the seed investment in Gymkhana Fine Foods and bring the same Michelin-level experience to consumers in the comfort of their own homes. We believe that our take on quality will redefine the category, not just in the UK but globally.”
Jacobs, Forbes 30 under 30 “Gymkhana Fine Foods brings the exceptional cuisine of London’s iconic restaurants to the convenience and quality that consumers expect from their home kitchens. We believe we are uniquely positioned to elevate quality and meet the growing demand for diverse and bold flavors in home cooking.”
From fine dining to retail stores
JKS Restaurants aims to weave together culinary innovation, authentic hospitality and entrepreneurial spirit in fine Indian cuisine, fine casual dining, chef-driven artisan menus and a variety of retail concepts. Founded in 2008 by three brothers. The group currently operates over 30 of his brands in the UK, Middle East and other global markets.
Gymkhana London serves contemporary Indian recipes inspired by the exquisite style of the mansions of Kolkata and Pondicherry, and has made a name for itself in the local fine dining scene, serving guests such as David Beckham and Dua. It has attracted many celebrities over the years, including Lipa. , and most recently, Rolling Stones frontman Mick Jagger.
Gymkhana Fine Foods is entering the multi-billion dollar cooking sauce retail space.
“When the restaurant opened 10 years ago, it disrupted the space and forced everyone in London to take Indian food seriously as an upscale option,” Karam Sethi wrote in an email to me. Ta.
When Arora, who shares the same cultural heritage, stumbled upon and later became acquainted with a two-star Michelin restaurant, it was natural for him to use his expertise in household goods to make more use of the award-winning menu. I vowed to make it easier.
“We have launched a range of premium pantry staples in the UK using recipes from some of the most famous dishes from our Gymkhana menu,” Arora said. These products include His Four Cooking Sauces: Butter His Masala, Goan Curry, Rogan Josh, and Vindaloo. Two marinades: classic tandoori and roasted garlic and chili. His peanut and sesame chutneys, as well as his tandoori onion, were developed over several months using only natural ingredients.
Gymkhana Fine Foods is enjoying a taste of early success. After launching at local Whole Foods, Arora said cross-merchandising beyond ethnic categories helped it outpace the overall culinary sauce category by 20 to 30 percent. The company’s products are also available in the UK at online grocer Ocado and department store Selfridges.
“Ethnic corners were created for consumers of the past, and as ethnic flavors become an important part of mainstream food culture, their share of retail shelf space will follow suit of modern consumers. We are looking forward to it,” Arora explained. “Positioning our products as complete meal solutions, rather than one-time ethnic purchases, has been a major contributor to category growth at Whole Foods. It is always available and has made it very easy for consumers to prepare chicken butter masala.”
Expansion into the United States
The goal is to evoke the same consumer enthusiasm when Gymkhana Fine Foods enters U.S. grocery stores toward the end of 2024 as the multibillion-dollar sector continues its upward trajectory. Mintel showed sales of nearly 90 packaged cooking sauces, pasta sauces and marinades. Usage in US households is 5%, and sales in this category, led by Kraft Heinz, are expected to reach $9.5 billion by 2028.
Gymkhana Fine Foods plans to enter the U.S. by the end of 2024.
“In the U.S., cooking sauces are rapidly becoming more premium with brands like Rao’s and Carbone. It proves that,” Arora said.
“Given the rise of the broader Indian diaspora and the growth of cuisine in both restaurants and retail stores, the U.S. is an important market. American consumers are more open to flavors from around the world and The results are evident in the success of brands like Bachans, Fly By Jing, and Mila, which are leading the way in shaping what modern American consumers eat and how they cook at home. he added. “We believe that Gymkhana will help further this movement.”
Commenting on the company’s recent funding, Mr. Arora highlighted how the partnership with CAVU will ultimately help Gymkhana Fine Foods establish itself as a truly global brand.
“CAVU is one of the leading food and beverage venture funds that backs iconic brands. They go beyond capital to ensure brands resonate with modern consumers from early stages to fame. while delivering incredible brand-building strategies,” Arora said. “I have big ambitions for Gymkhana Fine Foods to become the category leader in the UK and US over the next five years. There is also huge potential to expand beyond the pantry to other parts of the store. ”
