Brum full of Asha

RECESSION-busting profits have given a fresh boost to singing sensation Asha Bhosle’s restaurant chain in the UK.

Asha’s celebrated its third anniversary in Birmingham last week with the announcement of a new franchise deal with Paul Bassi, property investor and president of the Birmingham Chamber of Commerce, and business partner Pawan Kenth.

The Grammy-award-winning singer and the inspiration behind the 1997 Cornershop hit Brimful of Asha, told Eastern Eye: “I am looking forward to expanding the brand and taking it to a wider audience.

We have managed to win almost all culinary awards in a short time and we expect to take this same expertise to all future outlets of Asha’s in the UK.

“We put our best behind every dish and none makes it to the menu till it has been tried and tested and approved by me and our panel of experts. Every dish is good in its own way.”

Since Asha’s opened in 2006 following a £1.2 million fit out, it has won the Best Indian Restaurant award at the Midland’s Curry Awards and been included in this year’s Michelin Guide.

All the chefs are recruited from India and personally trained by the singercum- culinary-expert to create some of her signature-style traditional Indian dishes, such as hare baigan ka bharta and chicken malai kebab.

Her son Anand handles the business side of things for all Asha’s outlets, including those in Dubai, Qatar, Bahrain, Abu Dhabi and Kuwait.

“My mother is really excited about this new project. For her, it is the logical extension of her music career.

“She has always enjoyed cooking and the restaurant offers her own personal recipes,” he explained.

Bassi and Kenth came on board six months ago to acquire the brand from the troubled pub operators Regent Inns, saving 30 jobs as part of a pre-pack administration deal.

Bassi, director of Brandasia, said: “Asha’s saw a steady 25 per cent increase in its business from 2008 to 2009 and the trend continues.

Recession is hard on any industry and the food industry is also not spared. People will still eat out, but they are choosier and more careful
about where they spend their money.

“We always enjoyed great dining experiences at Asha’s since its opening and this restaurant never failed us. We intend to franchise Asha’s to investors/ restaurateurs with a passion for the hospitality industry.

“You will see an Asha’s in all major cities in the world within a short period of time,” he added.

The company has already received an interest to open franchises in London and Manchester and plan a further 10 restaurants over the next five years.