Homegrown Indian food service giant K Hospitality Corp-owned Charcoal Concepts enters the burgeoning QSR sector in India with the launch of pure vegetarian Indian QSR brands, Joshh and Joshh Kulfi (its dessert spin-off) in Mumbai, with plans to open 200 Joshh QSR stores across the country in the next 5 years.
The pure vegetarian Joshh will sport the tagline ‘India ka apna taste’ and target consumers across age groups and social walks, with its affordable Indian food offerings. Serving delicious affordable vegetarian food combined with high quality ingredients, it will feature a complete open kitchen to show the entire cooking process. Joshh will offer a variety of dishes such as Chaats, Dosas, Thalis, Pao Bhaji, Chole Bhature and a lot more.
Joshh will also serve its proprietary unique star-shaped kulfis, faloodas & kulfi sundaes. Joshh Kulfi is a dessert spin-off brand that made its debut very recently with an outlet in the prime location of Mumbai city – Juhu. The brand aims to open many such independent outlets across the country with a vision to become the number 1 Kulfi brand in India.
Charcoal Concepts also owns Copper Chimney, an award winning brand serving unforgettable Indian food since 1972. Joshh is backed by the legacy and trust that the Copper Chimney brand has earned over the past 49 years with millions of guests. Charcoal Concepts, will utilize its vast infrastructure across the country to expand Joshh and Joshh Kulfi into metro cities across India.
Reetesh Shukla, Business Head – Charcoal Concepts, said, “At Joshh, you can expect to be served the best, delicious, high quality Indian food at affordable prices, throughout the day.
“As we enter our 50th year in the F&B industry, we are carrying forward the legacy of our parent company, K Hospitality Corp, building reliable and trustworthy brands, and successfully scaling and operating QSR formats in airports, highways and food courts across India. We have a clear goal for Joshh to become the largest player in the Indian Cuisine QSR sector as well as a top-5 QSR brand in India across cuisines by 2030,” Shukla said.
Charcoal Concepts, the Indian cuisine platform is present across top metros with 50+ outlets. It has 3 categories: Contemporary Restaurants, Experimental Bars & Eateries and Fast Casual/Delivery. Charcoal Concepts aims to invest to grow the Indian food QSR category, in a sector that has been traditionally dominated by international food items like burgers and pizzas.
The company sees a $1 billion opportunity with Joshh, and to truly deliver a local flavor, will customize its size and format across its various locations across India. The company will take Joshh to where its customers are with convenient locations in neighborhoods, markets, malls, and major travel centers across India.