Unapologetically Bollywood, how Hitchki is creating gastronomic adventures

Amidst the dynamic urban scene, where dining out is as much about the experience as the food, Hitchki has established itself as a go-to spot for vibrant dining and nightlife. Ideal for catching up with friends or enjoying a lively night out, Hitchki’s unique selling proposition (USP) is its Bollywood theme and energetic atmosphere. This Bollywood theme not only creates a memorable dining experience, but also appeals to the cultural nostalgia of a diverse clientele.

In conversation with Adgully, Reeti Khowal, DGM - Marketing at Mirah Hospitality, parent company of Hitchki, Rajdhani and Bayroute, shares what makes every meal at Hitchki a gastronomic adventure.

What inspired Hitchki to create a unique Bollywood-themed restaurant?

Hitchki is the brainchild of Chairman Gaurav Goenka, who currently resides in Dubai. He loves Mumbai and Bollywood, and he saw a gap in the market for a Bollywood-themed restaurant. This inspired him to start researching, curating the menu, and developing the bar concept.

Are there any movie associations or partnerships with Hitchki?

While there are no direct associations, Hitchki is open to partnerships. They’ve hosted wrap up parties for movies like ‘GOAT’ starring Jacqueline and Nitin Mukesh. Many Bollywood stars visit, but Hitchki respects their privacy. They’re open to having series shot at their locations if it resonates with the brand.

What was the creative thought behind the Bollywood-themed menu?

The name ‘Hitchki’ means hiccup in Hindi, and the concept revolves around nostalgia and Bollywood. The food and drink names are inspired by movie dialogues, songs, or movie names, adding a Bollywood element that fits with the concept.

What are Hitchki’s expansion plans?

Currently, there are eleven Hitchkis - nine in India and two in Dubai. They plan to open more in Bangalore, Hyderabad, and potentially other locations across India. They also have a franchisee model for those interested.

Where are the Dubai locations?

In Dubai, there are two Hitchkis: one in Grand Millennium Al Barsha (a full restaurant) and one in Mirdif (HK Global Indian Restaurant, a non-alcoholic version due to location restrictions).

Does Hitchki engage in any initiatives beyond the Bollywood theme?

Yes, Hitchki is open to all races, ethnicities, and choices. They’ve hosted pride parties and organized events for the LGBTQ+ community. When Section 377 was approved, they offered a special colorful drink called ‘Rangila’ at a minimal cost to celebrate.

How does Hitchki’s menu blend traditional and modern flavours?

The menu is described as global Indian fusion. It includes dishes like Dosa Poppas (a blend of Northeast and South Indian cuisine), Liti Chokha (a traditional Bihari dish), and global items like Bibimbap and Yakitori Donburi. They aim to represent dishes from various parts of India.

How does Hitchki leverage social media and digital marketing?

Digital marketing is the main medium of communication for Hitchki. All their campaigns are broadcast online or on social media platforms, and they have a huge digital presence.

Could you tell us about any new campaigns?

Hitchki is launching a Talli Tequila menu from July 8 to August 15, featuring unique tequila-based cocktails like Kokum Tequila Milakar and experiments with ingredients like guava and butterfly pea flower.

What makes Hitchki stand out from the competitive dining industry?

Hitchki is unapologetically Bollywood-themed and nostalgic. They were the first to introduce regular Bollywood nights, which have since been imitated by others. They also have retro Bollywood nights and incorporate nostalgic elements like old advertisement jingles to resonate with their audience.

Adding to the charm of Hitchki is its lively atmosphere. The restaurant regularly hosts live music performances, DJ nights, and themed events, ensuring that there is always something exciting happening. These vibrant events not only draw crowds but also create a dynamic and engaging environment that keeps guests coming back for more.

The restaurant has also announced an exciting collaboration with Naagin Sauce. From July 15 to July 30, all Hitchki outlets in India will host the ‘Uff Uff Mirchi Wings Challenge.’ The challenge will showcase a variety of hot wings, each more tempting than the last, all prepared with Naagin’s special sauces. Participants who successfully finish the chicken wings challenge within the time limit will secure a place on the leaderboard, along with exciting rewards from Hitchki and Naagin Sauce. At the end of the 15-day contest, the participant with the fastest completion time will be crowned the ultimate winner and receive an exciting prize.

Hitchki continues to captivate its guests with its unique Bollywood charm, delectable fusion cuisine, and lively atmosphere, ensuring an unforgettable dining experience every time.

Also Read: Make the most of the cricket fever at Hitchki Stadium