Interview: Hitchki’s brand head

by Dina Maaty | Published 4 weeks ago

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Describe the concept of Hitchki in your own words?

India has always been the centre of global attention for three distinct elements: Indian food, music and Bollywood. At Hitchki, we decided to amalgamate these values to create a hue of nostalgia for your palate and soul. Hitchki (the Hindi word for “hiccup”) is a brand built on the essence of nostalgia. One usually gets nostalgic about the food one ate while growing up. The tunes we heard on our first date or after our first heartbreak have really never left us. The characters from Bollywood movies we idolised played a huge role in shaping us. All these factors, while seemingly innocuous, have a strong forbearing on our minds. Hitchki aspires to bring back these feelings for you in a beautifully packaged way through its high-energy contemporary chic setting.

What are the signature items on the food menu?

The food at Hitchki is sheer craft of hands with some thoughtful verve on the nostalgia quotient, which in fact is the most important ingredient in the making of it. Every dish has its own signature twist but some key ones include the Bus Kar Chicken Bao, The Ulta Punjab, The truly inspiring Local Coca, age-old basics like the Hostel Ka Maggi and Kheema aur Ghee ma Ghotala.

What are the signature drinks you offer?

Our drinks are fortunate to be crafted by our own female mixologist who keeps taking inspiration across arenas and of course Bolly-style tipple(s). The menu is subtly divided by headers like Trendsetters, Old Is Back, Smoky Cocktails and so on, which define the palate for all age brackets we cater to. We even have a range of special virgin drinks for toddlers. The best ones I feel are the Aamasutra, Didi Tera Dewar Deewana, Action Jackson, Hera Pheri, and not forget the towering community drinks/shots like the Scorpion Bowl and Himmatwaala.

What can guests expect from their time at the venue?

Entertainment, entertainment and entertainment! From the quirky food names and the way it is presented, to the lip smacking cocktails, the décor and the music and of course the overall vibe.

How do you plan to stand out from the competition?

Hitchki has no competition considering its multitude of offering under one roof and the tangent on which the management thinks. We offer nostalgia-influenced food to quirky cocktails, mood setting music and sheesha ensconced in a classy setting. The very playful vibe, the inviting team, the finesse in the offering, Bollywood inspiration, comfortable seating for all moods and a menu that is priced in a way that it will always make our guests feel more value for the money spent, ensures the concept will be a success.

Can you describe the service culture at Hitchki?

The culture at Hitchki stems through the “customer is the most important entity” adage. We truly believe in ensuring our guests are endowed to a superlative experience through all touch points. We do imbibe values from Ian Carlson’s Moment of Truth formula, where in all points of contact with a customer are a point to carve an impression. With the team well trained, we stand tall when it comes to service efficacy and effectiveness.

Finally, is this a concept you think is ripe for expansion?

Hitchki has a great global appeal. We’re certain that the concept will be well appreciated across cities, countries and continents. We’re already opening another Hitchki by end of the year in Dubai, and then in advanced talks to take the brand to Singapore and London. We truly feel in the next couple of years we would have nothing less than 10 Hitchki outlets across the globe.









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