95 Years of Mughlai Heritage: An Interview with Kabir Azhar and Asher Ather, The Fourth-Generation Leaders of Aminia
Aminia is not just a name; it is a culinary institution synonymous with Mughlai cuisine for 95 years. From its humble beginnings as a modest eatery on Zakaria Street in Kolkata, Aminia has transformed into a renowned chain, now embarking on its global journey with its first international outlet in Dubai. Leading this journey are Kabir Azhar and Asher Ather, the dynamic fourth-generation custodians of Aminia’s rich heritage.
The Roots of a Culinary Legacy
Growing up in a family deeply entrenched in the culinary world, Kabir and Asher were surrounded by stories of dedication and resilience. Kabir vividly recalls observing his father, Mohammad Azhar, and his brother, Asher, pouring their hearts into Aminia, inspiring him to carry forward the family legacy. This environment instilled in him a profound respect for the family business, which has stayed true to traditional Mughlai recipes for nearly a century.
Asher’s connection with Aminia was cemented early. By the age of 16, he was already involved in operations at the iconic New Market outlet in Kolkata, where he developed a deep bond with both food and the family legacy. For him, Aminia is more than a business; it is a living reflection of their heritage, an emotion that connects generations of patrons to Kolkata's culinary history.
Blending Tradition with Innovation
While Asher pursued academic excellence at La Martiniere, St. Xavier’s College, and IIM, his entrepreneurial spirit flourished. This led to the creation of Mast Rolls, a brand designed to cater to modern tastes while maintaining Aminia's traditional essence. Mast Rolls reflects a dynamic spirit, with its vibrant logo symbolizing the blend of tradition and contemporary culinary trends, appealing to younger generations.
Kabir, on the other hand, embraced the changing dynamics of the food industry by introducing cloud kitchens. This strategic move expanded Aminia’s reach to untapped regions, with successful ventures in Salt Lake, EM Bypass Road, and even San Francisco through the Cloud Chef Kitchen concept. His entrepreneurial journey also extends to the leather industry, where he has explored opportunities beyond the culinary world, showcasing his versatility and ability to balance multiple ventures while staying connected to his roots.
Preserving Heritage Amidst Change
Maintaining the delicate balance between tradition and innovation is at the heart of Aminia's operations. The brothers have introduced new dishes to appeal to younger generations without compromising the authenticity of their Mughlai roots. Traditional cooking techniques, such as slow cooking over coal-fire stoves, remain integral, ensuring that each dish reflects the rich heritage passed down through generations.
A New Chapter in Dubai
The launch of Aminia in Dubai marked a significant milestone. Despite the stark contrast between Dubai and Kolkata’s New Market, the core of Aminia remains unchanged. The brothers meticulously preserved the brand’s authenticity while adapting to Dubai’s cosmopolitan palate. The response has been overwhelmingly positive, with customers praising the consistency of flavours and the authentic Mughlai experience. Dishes like Mutton Pasinda, Biryani, and Firni have resonated well with Dubai's diverse food enthusiasts, proving that Aminia’s timeless flavours transcend borders.
Listening to the Customer’s Voice
Customer feedback is a cornerstone of Aminia's growth strategy. Both Kabir and Asher emphasize its importance, viewing it as an opportunity to refine their offerings. While they take pride in the praise received for their authentic cuisine, they also value constructive feedback, which helps enhance the dining experience and foster customer loyalty. This continuous feedback loop ensures that Aminia evolves while staying true to its heritage.
Ensuring Consistency Across Borders
Consistency is key to maintaining Aminia’s reputation. In Dubai, the same meticulous processes are followed: masalas are freshly prepared in-house, following time-honored recipes, and meats are sourced from premium suppliers, cleaned, and prepared with precision. This attention to detail ensures that every dish served in Dubai matches the authenticity of those in Kolkata, maintaining the rich, aromatic flavors that Aminia is celebrated for.
Expanding the Delivery Experience
Recognizing the growing demand for food delivery, Aminia has integrated with aggregator platforms in Dubai. However, their long-term vision includes developing an independent delivery system that mirrors their successful model in India. This approach aims to offer a more personalized and seamless experience for customers, with plans to launch their own delivery app to enhance customer convenience and brand loyalty.
Measuring Success in Dubai
The initial performance of Aminia's Dubai outlet has been promising. Key performance indicators (KPIs) focus on maintaining food consistency, especially during peak hours, and ensuring efficient service.
The average order value (AoV) has shown encouraging growth, with dining orders averaging AED 120-200, delivery orders ranging from AED 50-500, and online orders between AED 100-250.
Additionally, weekend services have demonstrated exceptional consistency due to meticulous kitchen planning. These metrics help refine strategies for sustained success.
The Role of Influencers and Celebrities
While Aminia has welcomed numerous celebrity patrons over the decades, the brothers believe that their authentic recipes and the loyalty of their patrons are their strongest endorsements. They cherish the genuine connections built with their customers, considering these relationships more impactful than traditional marketing strategies. The word-of-mouth appreciation from satisfied patrons continues to be the driving force behind Aminia’s growth, both in India and internationally.
Future Growth and Expansion
Looking ahead, Aminia aims for a 21% profit margin in its first year in Dubai, with revenue streams balanced between offline and online sales. Offline sales, including dining and takeaways, are expected to contribute 50-55% of revenue, while online sales, catering, and home delivery services will play a significant role in future growth.
The brothers plan to expand further, introducing new concepts like cafes and additional Mast Roll outlets. This growth strategy is rooted in understanding market nuances and continuously adapting to customer preferences, ensuring that Aminia remains a beloved culinary institution.
A Legacy Carved in Every Bite
Aminia’s journey from Zakaria Street to Dubai is a testament to the enduring power of tradition, innovation, and passion. Under the visionary leadership of Kabir Azhar and Asher Ather, Aminia continues to honor its 95-year legacy while carving new milestones, one flavourful dish at a time.