Chowman's Culinary Success Becomes IIM Calcutta's Case Study

Chowman's Culinary Success Becomes IIM Calcutta's Case Study

By Author

Published on January 17, 2024

In a remarkable achievement for the culinary world, Kolkata's leading Chinese chain, Chowman, has transcended the boundaries of gastronomy to become a subject of academic study. The journey of Chowman, founded by Debaditya Chaudhury, is now a case study for the Digital and Social Media Elective course at the prestigious Indian Institute of Management (IIM), Calcutta.

Developed by Professor Saravana Jaikumar, a member of the marketing group at IIM Calcutta, the case study forms part of the curriculum for a one-year elective course aimed at experienced professionals. The focus of this study is on Chowman's ascent as a brand, highlighting its effective use of social media and digital marketing strategies.

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Chowman's story is not just another business success tale; it's a narrative of a Kolkata-based first-generation entrepreneur's triumph, earning accolades across India. This case study will be part of the 10 Case Method Workshop, attracting participation from working professionals and faculty members from renowned business schools across India, including IIM Udaipur & Shillong, Shivnadar University, IIIT, Bharathidasan University, IIFT, and others.

Debaditya Chaudhury, the Managing Director of Chowman and founder of Oudh 1590 and Chapter 2, expressed his honor and excitement at this recognition. He remarked, "Being a part of IIM's curriculum is a milestone for Chowman. We're not just sharing our brand story; we're providing practical insights beyond textbook knowledge." His gratitude extends to his team and Professor Saravana, who have dedicated four months to developing this comprehensive case study.

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Professor Saravana Jaikumar, with his seven years of expertise at IIM Calcutta, has meticulously captured Chowman's multifaceted growth, including aspects of delivery, digital and social media marketing, human resources, marketing & PR, technology, and the Chowman App. He believes Chowman's journey is a testament to innovative entrepreneurship and strategic growth, providing invaluable lessons for students and professionals. This inclusion in IIM Calcutta's curriculum is not just a laurel for Chowman but a symbol of the evolving landscape of the culinary industry, where innovative marketing strategies and digital platforms play a crucial role in building a resonant brand.



Yazu Launches “Thursday Rituals” to Redefine Midweek Dining in Bengaluru

Yazu Launches “Thursday Rituals” to Redefine Midweek Dining in Bengaluru

By Hariharan U

Published on May 26, 2026

Bengaluru’s dining scene gets a midweek boost with the launch of Thursday Rituals at Yazu, a new weekly dining IP designed to turn Thursdays into a high-energy Pan Asian culinary and cocktail experience.

Positioned as more than just a dining offer, Thursday Rituals brings together Yazu’s signature flavour-led approach with a curated set menu and handcrafted cocktails, aimed at guests looking to unwind before the weekend rush.

The food experience spans across Yazu’s Pan Asian favourites including sushi, dim sums, small plates, large plates, rice, noodles, and desserts. The menu features dishes such as Truffle Edamame Dumpling, Cream Cheese and Truffle Dumpling, Yazu Signature Chicken, Fish in Dark Sichuan Sauce, Butter Garlic Sichuan Prawns, Burnt Garlic Fried Rice, Spicy Korean Ramyun Noodles, Prawn Tempura Roll, and Classic Prawn Hargao.

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The experience concludes with desserts like Salted Caramel Tart and Blueberry Cheesecake, designed to balance indulgence with familiarity.

Complementing the food is Yazu’s cocktail programme inspired by Asian flavour profiles. With its blend of curated dining, cocktails, and social energy, Thursday Rituals is positioned as a midweek escape for after-work gatherings, casual celebrations, and spontaneous dining plans.

The concept reflects Yazu’s continued focus on evolving experiential dining formats that extend beyond weekends and position midweek as a lifestyle moment in itself.


Torii Introduces Chef’s Tasting Menu for a Premium Pan-Asian Dining Experience

Torii Introduces Chef’s Tasting Menu for a Premium Pan-Asian Dining Experience

By Hariharan U

Published on May 26, 2026

Torii has introduced a newly curated Chef’s Tasting Menu, designed to offer guests a premium, multi-course exploration of contemporary Asian cuisine in Mumbai’s evolving dining landscape.

Known for its immersive interiors and bold Pan-Asian flavours, the restaurant continues to focus on experiential dining, and this new offering reflects a more structured and elevated way to experience its culinary identity.

The tasting menu takes diners through a progressive journey of sushi, dim sums, small plates, mains, and desserts, carefully curated to balance flavour, texture, and presentation. The concept is designed for guests who prefer a deeper exploration of the menu rather than individual ordering, offering a more holistic dining experience.

Key highlights include the Truffle Edamame Mushi-Gyoza with cream cheese and the Katsu Chicken Roll featuring confit garlic, egg salad, and tobiko. The experience concludes with a Honey Almond Crunch Sundae, rounding off the meal with a sweet and textured finish.

Positioned as an intimate yet energetic dining experience, the Chef’s Tasting Menu is ideal for long dinners, date nights, and relaxed midweek gatherings. It reflects Torii’s continued effort to evolve its guest experience while maintaining its signature bold and flavour-forward culinary style.

The tasting menu will be available every Tuesday and Wednesday, exclusively for dinner service at the Mumbai restaurant.


Kiran’s Houston Introduces ‘Punjabi By Nature’ Cocktail Experience Inspired by India

Kiran’s Houston Introduces ‘Punjabi By Nature’ Cocktail Experience Inspired by India

By Manu Vardhan Kannan

Published on May 25, 2026

Kiran’s Houston has introduced its latest beverage programme, Punjabi By Nature, a new cocktail experience that brings together Indian nostalgia and contemporary mixology. Conceptualised and designed by Prrateek Chaudhary, Director of Beverages, the menu reflects a thoughtful mix of cultural storytelling, regional flavours and modern drink-making techniques.

Designed around the idea of turning familiar Indian flavours into refined cocktail experiences, the programme takes inspiration from memories, traditions and ingredients deeply rooted in Indian culture. Each drink aims to create an experience that goes beyond taste by bringing together emotion, creativity and a strong sense of place.

The menu features a wide range of signature cocktails including Jahangir Lassi, Chai Old Fashioned, Kashmiri Margarita, Summer In Shimla, TNT Sour, Nolet’s 75, East India Negroni, Malabar Martini, Rosé Martini, Lychee Martini, CB G&T, Old Wives’ Tale, Mezcal Is My Pal, Delhi Glitterati, Smoky Isle and Mumbai Miracle.

The creations combine premium spirits with ingredients and flavours inspired by India, including chai blends, mango lassi, pistachio, Kashmiri mirch, tamarind, saffron bitters, cardamom, rose, masala pin and nimbu pani.

Adding a luxury touch to the offering is a dedicated segment titled Kaun Banega Crorepati featuring the Millionaire Martini, crafted using Nolet’s Reserve Gin.

Speaking about the concept behind the menu, Prrateek Chaudhary said: "With Punjabi By Nature, our intention was to take familiar Indian flavors and reimagine them through a global cocktail lens. Each drink is designed to evoke emotion, memory, and a sense of place, while maintaining elegance, balance, and innovation. It’s not just a cocktail menu, it’s a storytelling experience in a glass."

With a modern visual identity and a strong narrative approach, the menu aims to create a seamless connection between Indian heritage and contemporary beverage culture.

Through this latest launch, Kiran’s Houston continues to strengthen its positioning as a destination where Indian culinary experiences and modern beverage craftsmanship come together with global standards of creativity and sophistication.

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