Amardipta Biswas

A bit of ‘Deep’…

Amardipta has, over two decades, created, owned and consulted some path-defining and highly revered restaurants, lifestyle lounges and nightclubs that have flourished, while leaving time-tested footprints. His works have been extensively written about and acclaimed by the media, both in India and internationally.

Amardipta ‘Deep’ Biswas

Self-owned, Branded and Designed Projects:

• Cosmo Village, Bangalore – 1998• Taika, Bangalore – 2004• Loungefly, Goa – 2006• IFHT, Mumbai – 2010

Consultancies (Including Concept, Branding, Food, Décor, Music, Staff Training, Menu, Table Presentation, Launch and Propagation):

• The Thai Pavilion, Taj President, Mumbai – 1993-94• Paradise Island, The Taj West-End, Bangalore – 1998-99• Thai-Me-Up, Mumbai, 2000• Ahala, Taj Krishna, Hyderabad, 2005• I Feel Healthy Today (IFHT), Mumbai - 2010-13

Some Stuff

His first creation, ‘Cosmo Village’ in Bangalore, was not only India’s, but arguably, the world’s first of its kind in the lifestyle-lounge category. Conceived and created in July 1998, it became a social and cultural hub for the Bangalore glitterati, the socially well-heeled and intellectuals, alike. For the next 10 years, it remained on top of stiff competition, while posting a steady 15-20% YOY growth.

Cosmo Village (Bangalore)Restaurant / Lifestyle Lounge

Cosmo Village, Bangalore

Some Project Images

Cosmo Village, Bangalore

Some Project Images

Cosmo Village, Bangalore

Some Project Images

‘Taika’, came about in 2004, as a natural progression on the path traveled by the Cosmo experience. Again, a first of its kind, the concept revolved around combining entertainment, with the need for physical well-being. 9,000 sq.ft. of oriental magic, influenced by Indonesian architecture and her famous art of using holistic techniques, in a unique combination that enthralled many, with sometimes people standing in queues, seeking an entry, or having to book days in advance to get a table. The return on the investment, unsurprisingly, took less than a year.

Taika (Bangalore)Restaurant / Lifestyle Lounge / Nightclub

Taika, Bangalore

Some Project Images

Taika, Bangalore

Some Project Images

Taika, Bangalore

Some Project Images

Taika, Bangalore

Some Project Images

Amardipta, in quest of newer markets and further experimenting and innovating in the field, moved to Goa in 2006 and conceptualized and launched ‘Loungefly’, a tropical lounge bar and nightclub, serving cuisines from around the equator, round the globe, which was voted amongst the best bars in India. Set in about an acre of sand dune, close to the Arabian Sea shore, Loungefly, embodies style, class and a sense of boldness that self-righteously new, path-breaking entities do.

Loungefly (Goa)Restaurant / Lifestyle Lounge / Nightclub

Loungefly, Goa

Some Project Images

Loungefly, Goa

Some Project Images

Loungefly, Goa

Some Project Images

Loungefly, Goa

Some Project Images

Loungefly, Goa

Some Project Images

I Feel Healthy Today (Mumbai)Fast/Health Food Delivery Chain

I Feel Healthy Today, or IFHT, as it came to be called for short, was a result of more than 12 months of intense research into healthy and nutritional foods. The brief was to create a delivery module catering to office-goers, gym-enthusiasts, conscious housewives or even aspirational healthy-eaters, be it for quick deliveries, dinners or parties.

The Brand was conceptualized, keeping in mind, both Mumbai’s affluent, well-travelled and the regular local clientele. Six months into launch, the Brand had already become a household name, with accolades and wishes pouring in from customers over phone, mail and social networking sites.

By the eleventh month, IFHT had secured private equity investment for further expansion, from UK-based investors. The second kitchen has already been functional in less than 18 months from launch, along with outlets at the prestigious Bombay Gymkhana and Gold’s Gym.

Ahala, Hyderabad

Some Project Images

Ahala, Hyderabad

Some Project Images

Some Actual Food Photographs

Some Actual Food Photographs

Some Actual Food Photographs

Some Actual Food Photographs

Looking Ahead

Amardipta feels that there is a huge potential to transform and evolve a brand into encompassing all, in terms of lifestyle and entertainment. The list could be enduringly long and include food, beverages, music, fashion, arts, socially-engaging disciplines and so on. In short, the next few financial years are intended for projects, to be internationally known, acclaimed and commercial success stories in the field, written. Projects, dreamt of, researched, conceived and executed with a view to be pioneers in the hospitality, entertainment and lifestyle sectors, on their way to be achievements and thereby, personal and commercial growth-oriented realization of it all.

He is currently based in Mumbai, advising F&B Brands on a broad spectrum of issues, ranging from Concept to Branding to Project Set-up/Management to Quality Control and Marketing.