Interview: Abhinav Singh, MD & CEO of Devrana, a multi-location Restaurant & Resort

Abhinav Singh-MD-CEO-Devrana

An interview with Abhinav Singh, MD & CEO of Devrana, a multi-location, multi-cuisine Restaurant & Resort

Welcome to an insightful interview with Abhinav Singh, the dynamic MD & CEO of Devrana. He has redefined hospitality with his visionary leadership. Under his guidance, Devrana has flourished into a premier destination known for its exquisite cuisine and luxurious accommodations across multiple locations.

Abhinav’s passion for delivering exceptional guest experiences has set Devrana apart, making it a beacon of hospitality excellence in the industry.

Can you tell us about the journey of Devrana, from its inception to its current standing as a multi-location, multi-cuisine restaurant and resort?

Abhinav Singh: Devrana’s journey began in 2010, with a vision but no physical location. After seven years of meticulous planning and construction, the first venture opened its doors in 2017 on the Delhi-Haridwar Highway. Initially a highway unit, Devrana strategically incorporated well-known brands, transforming it into a full-fledged resort.

Recognizing the growing demand for event spaces, the resort started accommodating weddings and other ceremonies. The success spurred plans for further expansion, including electronic charging stations and even a petrol pump unit.

The pandemic, however, brought a shift in focus towards geographical expansion, a move that has seen Devrana establish itself across multiple locations and cities.

What inspired the concept behind Devrana, and how does it differentiate itself in the competitive hospitality industry?

Abhinav Singh: Inspiration for Devrana stemmed from the “Kauravi culture,” drawing a connection to the rich heritage of Haryana and Uttar Pradesh. This cultural influence is evident in the resort’s theme, setting it apart in the competitive hospitality industry.

Devrana stands out for its commitment to fresh, local ingredients and a complete absence of preservatives or pre-packaged food across all locations.

While staying true to its indigenous roots, the menu incorporates contemporary elements, offering a unique fusion experience.

As the CEO, what are your primary responsibilities in overseeing the operations of both the restaurant and resort aspects of Devrana?

Abhinav Singh: As the CEO, the initial focus was on streamlining operations to minimize errors and logistical challenges. Today, with a well-oiled team ensuring smooth operations and high-quality service, the primary responsibility lies in overseeing the ongoing expansion efforts. Devrana has successfully established itself in multiple locations, and this growth is a continuous process.

How do you ensure a seamless integration between the culinary experience and the resort amenities to provide a holistic guest experience?

Abhinav Singh: Creating a seamless guest experience is paramount at Devrana. Unlike highway competitors focused on quick service restaurants (QSR) with pre-payment models, Devrana offers a fine-dining experience with post-service payment. This, coupled with the resort amenities, top-notch service, and exceptional hygiene standards, elevates the guest experience beyond just a meal.

Devrana is known for its diverse cuisine offerings. How do you maintain consistency in quality across different locations while also accommodating regional preferences?

Abhinav Singh: Devrana’s culinary strength lies in its diverse offerings. To maintain consistency across locations while catering to regional preferences, a base kitchen prepares all the core gravies without preservatives. Regional variations are then incorporated to create dishes that resonate with local tastes.

With multiple locations, how do you foster a cohesive company culture and ensure that the brand identity remains consistent across all branches?

Abhinav Singh: Fostering a cohesive company culture across multiple locations is achieved through a centralized hiring and training process. Staff are trained at the main location before being deployed to different branches. This not only ensures uniform service delivery but also fosters a fair and equitable work environment for all employees.

What challenges have you faced in scaling Devrana, and how have you overcome them?

Abhinav Singh: Scaling Devrana presented its own set of challenges. Building brand awareness in a competitive market was crucial. Social media, strategic promotions, and a focus on regional expansion were key strategies employed to overcome this hurdle.

With successful franchise partnerships, positive social media posts from one region can generate interest and inquiries from neighboring areas, creating a ripple effect that fuels growth.

Looking ahead, what are your plans for the future growth and development of Devrana, both domestically and potentially internationally?

Abhinav Singh: Looking ahead, international expansion is not the immediate focus. Devrana’s primary objective is to solidify its presence across India. This domestic growth will be accompanied by continuous improvement in service quality, the introduction of new offerings, and streamlined operational processes.

Establishing additional parent kitchens is also part of the plan, aiming to distribute workload and enhance overall efficiency. Devrana’s future promises to be an exciting journey, offering exceptional hospitality experiences to an ever-growing base of guests.

Abhinav Singh’s stewardship of Devrana exemplifies innovation and dedication in the hospitality sector. His relentless pursuit of excellence continues to elevate the brand, ensuring that Devrana remains a preferred choice for discerning travelers seeking unparalleled hospitality and culinary delights.

As Devrana expands its footprint, Abhinav’s vision promises to uphold the highest standards of service, reaffirming the brand’s commitment to luxury and hospitality excellence.

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