An interview with Mr. Kewal Ahuja, Founder & CEO of SGF India, fastest growing pure vegetarian restaurant franchise food chain
In this exclusive interview, we sit down with Mr. Kewal Ahuja, the visionary Founder & CEO of SGF India, the fastest-growing pure vegetarian restaurant franchise in the country.
With a passion for innovation and a commitment to quality, Mr. Ahuja has transformed SGF India into a leading name in the vegetarian food industry, redefining dining experiences and expanding rapidly across India.
What inspired you to venture into the vegetarian food industry and launch Spice Grill Flame (SGF)?
Kewal Ahuja: The inspiration to venture into the vegetarian food industry and launch Spice Grill Flame (SGF) stemmed from a deep passion for elevating vegetarian cuisine and creating a unique dining experience for health-conscious consumers.
Growing up in a country where vegetarianism is not just a dietary choice but a way of life for millions, I saw a gap in the market for innovative, flavorful, and nutritious vegetarian options that could cater to evolving palates without compromising on quality or taste.
When I founded SGF in 2012, my vision was to reimagine vegetarian dining by introducing soy-based dishes as a core offering. Soy is an incredibly versatile and protein-rich ingredient, yet it was underutilised in mainstream dining.
I wanted to showcase its potential by crafting a menu that combines fresh, high-quality ingredients with bold, freshly ground spices to deliver dishes that are both indulgent and nutritious.
Our journey from two outlets to over 100 locations across India with prime locations like Gurugram, New Delhi, Jaipur, Chandigarh, Bhopal, Amritsar and many more has been driven by a relentless focus on innovation, consistency, and customer satisfaction.
SGF’s signature chaaps and diverse soy-based dishes have become a testament to what vegetarian cuisine can achieve, delighting the taste buds while meeting modern nutritional needs.
Through SGF, I aim to change the perception of vegetarian food, making it exciting, inclusive, and accessible to everyone.
The Indian restaurant industry is extremely competitive, especially the vegetarian segment. What differentiates SGF from other vegetarian food chains in the market today?
Kewal Ahuja: The Indian vegetarian restaurant industry is highly competitive, but SGF distinguishes itself through a combination of innovation, quality, accessibility, and affordability.
Our journey began with the vision of redefining vegetarian dining, and today, SGF is recognized for its pioneering focus on soy based dishes, especially our protein rich chaaps seasoned with freshly ground spices.
These dishes, alongside a diverse menu of over 100 items, including Tandoori snacks, North Indian specialties, and refreshing coolers, offer something for every palate.
A key factor that sets SGF apart is our ability to combine quality with affordability. Our dishes are priced to ensure they remain budget-friendly, making high-quality vegetarian food accessible to a wide audience.
This commitment to value, without compromising on taste or nutrition, resonates deeply with our customers.
In addition to our dine-in experience, we have embraced the growing demand for delivery. SGF is available on both Swiggy and Zomato, making it convenient for customers to enjoy our flavorful offerings from the comfort of their homes.
This accessibility, paired with our emphasis on freshly prepared dishes, ensures a seamless experience whether dining in or ordering out.
SGF has expanded quickly in terms of franchises. Can you talk about your franchise model and what makes it attractive to potential franchisees?
Kewal Ahuja: The long-term strategy for SGF is driven by our mission to make high-quality vegetarian cuisine accessible to a larger audience while continually innovating to meet evolving customer preferences.
Currently, our primary focus is on strengthening the SGF brand across India, where we see immense potential for growth in the vegetarian dining sector.
With plans to expand to 200 outlets by 2025, we aim to solidify our position as a nationally celebrated brand synonymous with quality, nutrition, and innovation.
Our immediate priority is to deepen our presence in untapped and emerging markets across India, ensuring that more customers can experience SGF’s unique offerings, from our renowned soy chaaps to an extensive menu of over 100 vegetarian dishes.
Alongside this, we are working to enhance our delivery footprint through platforms like Swiggy and Zomato, making our food even more accessible to health-conscious diners nationwide.
While our current focus is on India, we are also laying the groundwork for potential international expansion.
The global demand for plant-based and vegetarian cuisine is growing rapidly, and we see opportunities to take SGF’s innovative soy-based offerings to international markets in the future.
However, before venturing abroad, our goal is to create a strong, sustainable foundation in India, ensuring the brand is well-positioned for success on a global stage.
As a successful entrepreneur, what advice would you give to aspiring restaurateurs or franchise owners who are looking to start their own business?
Kewal Ahuja: My advice to aspiring restaurateurs or franchise owners is to focus on passion, consistency, and adaptability. Passion drives you to create exceptional customer experiences, while consistency in quality and service builds trust and loyalty.
Stay adaptable to evolving trends and embrace innovation, whether through unique menu offerings or leveraging technology like delivery platforms.
Build a strong, committed team and maintain a customer-centric approach to deliver value through affordability and convenience.
For franchise models, ensure scalability with efficient systems. Success requires dedication, resilience, and a clear vision, balanced with the flexibility to grow and evolve with the industry.
What’s one habit that has helped you succeed as an entrepreneur?
Kewal Ahuja: One habit that has been instrumental to my success as an entrepreneur is maintaining a customer-first mindset.
I consistently prioritise understanding the needs and preferences of my customers and use their feedback to refine our offerings and enhance their experience. This habit drives innovation and ensures that the brand stays relevant in a competitive market.
At SGF, this approach inspired the focus on soy-based cuisine and the development of a diverse, affordable menu that appeals to health-conscious diners.
By putting the customer at the centre of every decision, I’ve been able to build a trusted and thriving brand.
Mr. Kewal Ahuja’s leadership and unwavering dedication have propelled SGF India to remarkable success.
His vision for sustainable growth and excellence continues to shape the future of the pure vegetarian restaurant industry, setting new standards for quality and customer satisfaction.
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