A Meeting That Sparked a Revolution
In March 2025, when Hyderabad’s bustling Himayat Nagar was already home to dozens of eateries jostling for attention, a quiet meeting in a modest restaurant set the stage for something extraordinary. The restaurant in question – run by AJS Enterprises – was struggling to find its footing. Despite its prime location, it couldn’t attract steady footfall, and the owners were looking for answers.
Enter Anand Chandak – a restaurateur entrepreneur with a knack for spotting gaps in the market and transforming them into thriving food brands. Chandak, already known for launching The Signature Grills and Little Bittle, saw potential where others saw failure. Instead of advising cosmetic changes, he proposed something radical: a complete reinvention.
“I told them,” Anand Chandak recalls, “Let me create a new brand. But it won’t be just a new name – it will be a new vegetarian dining concept that Hyderabad hasn’t seen before.”
That spark led to the birth of The Veg Venjan, a pure vegetarian buffet restaurant with a unique twist - Live Tawa on the Table, a concept entirely conceived and designed by Anand Chandak himself.
From Signature Grills to The Veg Venjan
To understand why Chandak was so confident, it is necessary to trace his entrepreneurial journey.
- The Signature Grills, his earlier brainchild, had pioneered the idea of live grills at the table in Hyderabad. The concept struck gold, making it one of the city’s most talked-about dining destinations.
- Little Bittle, another venture, carved out its niche with a quirky café-style vegetarian experience, earning popularity among young diners and families alike.
With this track record, Anand Chandak had both credibility and experience. But when he surveyed Himayat Nagar, he realised something striking – there wasn’t a single lavish vegetarian buffet in the neighbourhood.
“There was a clear gap,” he says. “Families, especially vegetarian ones, wanted variety and a premium buffet experience close to home. But no one was offering it. That was the opportunity.”
The Research Behind the Brand
Unlike many restaurateurs who rely on instinct, Chandak dove deep into research. He visited multiple restaurants in and around Himayat Nagar, studied menus, and observed dining patterns. What he found was revealing:
- Vegetarian diners were underserved in the buffet segment.
- The few buffets that existed were either non-vegetarian or lacked innovation.
- Diners were increasingly looking for novel experiences, not just meals.
“I couldn’t just copy-paste the live grill model from Signature Grills,” Chandak explains. “It would have been repetitive. I wanted something new, something uniquely vegetarian.”
After much thought, experimentation, and testing with food enthusiasts, the idea crystallized: Live Tawa on the Table.
The Live Tawa Revolution
Unlike live grills, where skewers can sometimes leave food dry or overly charred, a tawa (flat iron griddle) allowed for a different culinary expression. Starters could be juicy, semi-wet, and freshly tossed right on the diner’s table.
“It’s an experience that engages all senses,” Chandak beams. “You hear the sizzle, see the steam, smell the spices, and finally taste something piping hot and full of flavor.”
To execute this, Chandak went beyond just the idea. He personally designed the tawas, worked with a vendor to get them manufactured, and rigorously tested dishes to ensure consistency.
The results spoke for themselves. Dishes like smoked pineapple, paneer variants, and innovative vegetarian starters came alive on the tawa, instantly winning hearts.
The Launch
After months of planning, branding, and preparation, The Veg Venjan opened its doors in Himayat Nagar. The interiors were carefully crafted to create a cozy yet contemporary ambience, warm lighting, earthy tones, and comfortable seating designed to welcome families and groups.
The buffet spread featured 70+ dishes, from Indian staples and regional favorites to chaat counters, continental bites, Chinese delicacies, and an extensive dessert spread. Jain options were also made available, further widening the appeal.
But it was the Live Tawa on the Table that became the showstopper. Diners were not just eating – they were participating in an experience.
Customer Reactions: Surprise, Delight, and Word-of-Mouth Buzz
The initial days were nothing short of electric. Customers poured in, curious about the new brand and its promise of a vegetarian buffet with a twist. Many walked out not just satisfied but astonished.
Some of their reactions read like love letters to the brand:
- “Absolutely delightful experience! Every dish tasted fresh and unique. The live tawa concept was a revelation,” wrote Mr. Yeshwant.
- “Very vast menu… Loved their tawa starters specially which are one of a kind. Total paisa vasool!” said Jyoti Kaplish.
- “It’s like Barbeque Nation but in a distinct vegetarian avatar. The beetroot halwa and chaat were outstanding,” noted Shambhu Petwal.
- “Best in Himayat Nagar for vegetarians. Service was excellent. Ambience peaceful. Truly value for money,” said Sandeep Hari.
- “Food so good like super food! Smoked pineapple on tawa was heaven in my mouth,” exclaimed Raj.
So overwhelming was the response that queues began forming regularly, with wait times of up to 45 minutes on busy evenings. Nearly every day, the restaurant has gone house full since its inception.
For AJS Enterprises, the success was beyond expectations. For Chandak, however, it was as expected. He had already seen this kind of roaring success with Signature Grills.
Challenges Behind the Scenes
Like any ambitious venture, The Veg Venjan’s journey wasn’t without hurdles.
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Menu fine-tuning: With over 70 dishes, striking the right balance between variety and quality required immense effort. Chandak credits his executive chef and team for working tirelessly to perfect each recipe.
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Staff training: Delivering the live tawa experience required special training for servers and chefs, ensuring consistency across tables.
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Operational setup: Integrating operations with brand innovation demanded clear roles – AJS handled day-to-day operations while Chandak focused on menu, branding, and marketing.
“Challenges are part of the journey,” Anand Chandak reflects. “But with the right team and clarity of vision, they become stepping stones.”
The Man Behind the Brand: A Vegetarian by Choice and Philosophy
At the core of Anand Chandak’s ventures lies one principle: a commitment to vegetarianism.
“As a pure vegetarian myself, I feel it’s my responsibility to serve concepts that elevate vegetarian food. My family comes from a strong vegetarian community, and the trust and support from them have been invaluable,” he says.
This philosophy has not only shaped his brands but also given them credibility in a city where vegetarian options are often sidelined. For Anand Chandak, vegetarian food isn’t just a dietary preference—it’s an identity and a mission.
Marketing Mastery: Experience Counts
One of the biggest advantages Chandak brought to The Veg Venjan was his marketing acumen. Having successfully built and promoted Signature Grills, he knew how to create buzz.
From day one, social media was flooded with reels and photos of sizzling tawas, vibrant buffet counters, and happy customers. Influencers and food bloggers quickly picked up on the novelty, amplifying the restaurant’s reach.
“I always say, food is 50% taste and 50% experience,” Anand Chandak notes. “If you can package both well, customers themselves become your best marketers.”
Future Plans: Scaling the Brand
Given the roaring success of the first outlet, Anand Chandak is already looking ahead.
“Yes, I am planning to expand The Veg Venjan across Hyderabad and into other cities through the franchise model,” he confirms. “But expansion won’t come at the cost of quality. Each outlet must deliver the same level of experience.”
His strategy involves careful selection of franchise partners, continuous menu innovation, and centralized branding campaigns.
A Vision for Customers
What does Chandak ultimately want diners to feel after visiting The Veg Venjan?
He sums it up simply: “Like heaven. Truly enjoyed. Full paisa vasool.”
And judging by the growing lines outside the Himayat Nagar outlet, that vision is being realized every single day.
The Bigger Picture: A Shift in Hyderabad’s Dining Scene
Food critics and industry watchers see The Veg Venjan as more than just another restaurant launch. It represents a shift in Hyderabad’s dining culture, where vegetarian cuisine is not an afterthought but the star of the show.
By marrying innovation (live tawa) with scale (70+ dishes buffet) and philosophy (vegetarian purity), Chandak has positioned The Veg Venjan as a pioneer of premium vegetarian experiences in the city.
As one food blogger aptly wrote: “If Barbeque Nation is the anthem for meat lovers, The Veg Venjan is the symphony for vegetarians.”
The Making of a Brand Legacy
In less than three months, The Veg Venjan has transformed from an idea in a struggling restaurant to one of the most talked-about dining destinations in Hyderabad. But for Anand Chandak, it is not just about one successful outlet—it is about building a brand legacy.
He has already proven his ability to create concepts that resonate with diners. Now, with The Veg Venjan, he has not only filled a gap in the market but also redefined what vegetarian dining can look like.
As the cozy Himayat Nagar restaurant continues to brim with satisfied customers, one thing is clear: this is only the beginning.
