Indian grab-and-go concept Pali Kitchen has opened its fifth site, in London’s Victoria.
The fast-gowing chain was founded in the summer of 2018 by Anu Kathuria. It has four other sites in Bow Lane, Monument, Great Portland Street and Chancery Lane.
The company, is looking to open further sites for next year and expects to announce another City launch soon.
The brand serves customers with staples such as curry and lassi while the “inspiration behind the restaurant is to capture the authentic spirit of India by focusing on the expressions and gestures of its people.”
It’s objective is to change the perception of the Indian dining experience by moving away from being a traditional, seated and multi-course dining experience to a fast-casual food proposition. The entire offer is based on “delivering a promise of great customisable dishes to everyone who wants a genuine ‘taste of India’.”
The concept of real India is inherent in the fabric of the people and the warmth of a billion smiles, pitched against a kaleidoscopic backdrop of colour, noise and texture – that is what we wanted to bring to life, in a fun and engaging way, delivering a true people inspired experience.”
The design focuses on the people that form the spirit of India, from the ‘Dabbawalla’ representing the lunch delivery boy cycling through the bustling streets, ‘Chaiwalla’ the street tea maker and seller to the ‘Flower Girl’ symbolic of all the playful children.
Another feature in the space is the purple neon Mudra hand sign, “gesturing back and forth symbolising food and eating.”
The environment’s colour palette is led by a simple series of natural textured tones, topped with splashes of bright colours such as fuchsia, orange and lime inspired by India’s Holi Festival. The interior has been styled with a contemporary neutral-toned Indian aesthetic supported by cultural cues and bursts of vivid colours to create an open and welcoming environment. The design adopts a flexible concept for a potential local roll-out to future sites.
Pali Kitchen founder Anu Kathuria, hired Shoredith-based design agency I-AM, with overseas offices in Istanbul, Dubai and MumbaiI, to define the brand.
Author: George Shaw
Former BBC journalist and founder and CEO of an award-winning London advertising and PR company for 20 years, providing restaurant consultancy services. Spent a decade as the director of communications of the Asian Catering Federation in the UK and lead judge for its various restaurant and chef awards programmes. Now returned to journalism, specialising in food and travel and currently the Editor-in-Chief for Taste London, Taste Asia, the Good Curry Guide and CEO of International Culinary Guides.