Asmita Mukherjee 
Abhinav Singh, Managing Director and CEO of Devrana, shares his insights and vision for the multi-location, multi-cuisine restaurant and resort brand. With a focus on blending regional flavors, contemporary luxury, and local heritage, Devrana stands out in the competitive hospitality sector. For him the biggest challenge he faced was building brand awareness in a competitive market. In a conversation with Asmita Mukherjee, Singh discussed the core concept behind Devrana, their expansion strategies, and the future vision for the brand.
Can you elaborate on Devrana’s core concept of ‘multi-location, multi-cuisine Restaurant & Resort’? How does it cater to such a diverse clientele?
At Devrana, we’ve built our concept around offering a unique combination of flavors from different regions with a luxurious resort experience across multiple locations. This approach allows us to cater to a diverse range of guests in two ways. First, geographic diversity: as we expand to new cities and regions, we incorporate local tastes and preferences into our menu. Our base dishes remain consistent and high-quality, but we also offer regional variations to cater to specific palates. Second, experiential diversity: we provide more than just a meal. Our resorts offer amenities and experiences that focus on cultural immersion, appealing to travelers seeking a luxurious getaway that connects them to the local heritage.
Devrana emphasizes a blend of nature, local heritage, and contemporary luxury. Can you give specific examples of how this harmony is achieved in your properties?
Striking a balance between nature, local heritage, and contemporary luxury is a core part of the Devrana experience. We achieve this harmony through various aspects of our resorts. Our architecture incorporates traditional building styles and materials from the Kauravi culture, seamlessly integrated with modern amenities. Our landscaping features native plants and water elements, creating a beautiful environment that blends with the built surroundings.
The décor showcases regional craftsmanship and motifs through artwork, furniture, and textiles, infusing a sense of place within the luxurious setting. We offer a variety of activities, allowing guests to enjoy cultural experiences like cooking classes and traditional performances alongside modern leisure options such as swimming pools and spas.
With multiple locations, how does Devrana ensure a consistent and memorable experience for guests across its properties? Kindly elaborate on your expansion and investment plans also please let us know if any particular geo-location you are planning to invest into?
Ensuring a consistent and memorable experience across all our locations is a top priority; we follow certain measures to achieve it:
● Centralized Training: All our staff undergo uniform training at a main location. This instills the Devrana service philosophy and ensures consistent guest interaction across the board.
● Standardized Recipes: We have a central kitchen that prepares core gravies following set recipes. This guarantees that you’ll experience the signature Devrana taste no matter which location you visit.
● Regional Adaptation: While core elements are consistent, we also incorporate regional variations in the menu and potentially even the décor to cater to local preferences.
● Expansion and Investment: To support our growing network and ensure consistent quality, we’re planning to establish additional parent kitchens that will distribute the workload.
● Specific Geo-locations: While we don’t have specific targets in mind right now, our focus is on domestic expansion. We’re open to exploring opportunities across India.
What are the key differences between the ‘Highway’ and ‘Express’ models of Devrana properties?
Highway models of Devrana are strategically situated along major roads, catering to travelers seeking a rest stop that offers a more upscale experience than a typical fast-food joint. In contrast, Express models are located in urban areas, providing a comprehensive resort experience with a wider range of amenities.
Highway models primarily focus on dining, ensuring travelers enjoy a high-quality meal. Express models, however, offer additional facilities such as spas, conference rooms, and swimming pools, enhancing the overall guest experience with a variety of services.
The size and offerings also differ between the two models. Highway models tend to be smaller, featuring a more limited menu tailored for quick stops. Express models are larger, offering a broader range of dining options and a more extensive resort experience to cater to guests seeking a more leisurely and luxurious stay.
What drives your vision for the company’s future?
Our vision for Devrana’s future focuses on several key areas. First, we aim to solidify our presence across India by opening new locations and continually enhancing our service quality.
Guest satisfaction remains crucial, and we plan to keep our guests engaged and satisfied by introducing new offerings that cater to their evolving desires. To ensure operational efficiency, we will establish additional parent kitchens to distribute the workload and maintain quality as our network grows.
While international expansion is a possibility, our immediate focus is on providing exceptional hospitality experiences to our ever-growing base of guests within India.
Leading a hospitality brand like Devrana comes with its own set of challenges. Can you share one of the biggest challenges you’ve faced and how you overcame them?
One of the biggest challenges we faced was building brand awareness in a competitive market. We overcame this through several key strategies. First, we developed a targeted social media strategy to create buzz and generate interest in Devrana.
Additionally, we leveraged the ripple effect of regional expansion, where positive experiences in one region sparked interest and inquiries from neighboring areas, further fueling our growth. Successful franchise partnerships also played a crucial role in expanding our reach and enhancing brand recognition.
