India’s dining culture has changed rapidly over the last decade. Today, diners want emotion, not just a meal. They seek immersive spaces that tell a story and craftsmanship that feels personal. With rising global exposure and social media shaping expectations, guests are drawn to restaurants that offer atmosphere, consistency, and a sense of escape. Hitesh Keswani, Managing Director of Aspect Hospitality, has spent decades building a portfolio of brands that meet these expectations, combining vision, creativity, and a people-first approach to hospitality.

Where Emotion Shapes Experience

For Hitesh, the shift in consumer expectations became the foundation of his approach to hospitality. He believes that dining experiences must begin with a feeling, not just a menu. As he puts it, “What should a guest feel within the first five seconds? That mood becomes the anchor.”

This emotional anchor guides the entire process, from design language and materials to music, lighting, uniforms, and menu philosophy. He works closely with chefs, designers, and architects to ensure that every element aligns with the same story. “When sensory cues align, the experience becomes unforgettable,” he adds.

Instead of chasing trends, Hitesh studies culture shifts and city patterns. He observes how people celebrate, how long they spend at restaurants, what cuisines they look for, and where emotional gaps exist. These observations form the starting point for a new concept, one that fulfils a clear need rather than simply entering a category.

Purpose-Driven Brands

Aspect Hospitality’s portfolio spans QSR, premium dining, cafés, bars, and global franchises, yet each brand exists for a specific reason. As Hitesh explains, guests want to feel transported through authenticity, ingredient integrity, and a personal service culture where the “how it made me feel” factor matters as much as the food. That belief shapes every concept.

Silver Beach Café brings comfort, Akina represents Asian culinary excellence, Opa Kipos celebrates the Greek spirit, and Coconut Boy captures the nostalgic warmth of Goa. Some brands were born from emotional demand, others from market gaps.

“Nom Nom Express came from a clear need for high-quality Asian QSR at pocket-friendly prices delivered at lightning-fast speed. Coconut Boy emerged from Mumbai’s growing love for Goa and the need for soulful, casual coastal spaces, while Akina was built around refined Asian craftsmanship,” shares Hitesh.

Every brand begins with an emotional anchor. With Akina, it was Asian culinary excellence expressed through warmth and precision. With Opa Kipos, it was joy and a spirit of celebration. And with Brunch & Cake, it was colour, lifestyle, and nourishment. Once that feeling is defined, everything else follows.

Building Global Partnerships

For Hitesh, every international collaboration begins with shared values. “I look for brands with a clear identity, strong integrity, and a long-term vision,” he explains. The chemistry between founders is equally important; it must feel natural and aligned.

Localisation, in his view, is never about imitation. Aspect Hospitality retains the original soul of a brand while adapting menus, seasoning, service formats, and pacing to the Indian guest. As he puts it, “The aim is to offer an experience that feels global in quality but naturally fits into India’s dining culture.”

Scaling with Soul

Histesh believes that growth isn’t just about the number of outlets; it’s about building brands with longevity, community, and cultural relevance. “Our vision scales with the soul,” he says.

Nom Nom Express is being built into India’s most loved Asian QSR platform, with plans to grow from 50 outlets to 500+ nationwide. Brunch & Cake is evolving into a multi-city lifestyle dining brand, while Akina and Opa Kipos are being scaled through flagship-driven, experience-first locations. Radio Bar, Nom Nom Express, and Brunch & Cake form the core of the next phase, which is building a strong national footprint across major Indian cities.

Once this depth and consistency is established across India, the next step is to take these brands global. “The ambition is to create Indian-born concepts that can stand proudly on the world stage,” he notes, while staying true to the design-forward and experience-led ethos that defines Aspect Hospitality.

Leadership Mantra

Having entered the industry at just 17, Hitesh believes that leadership is shaped by clarity and consistency. “Stay focused, stay curious, and trust your intuition, but back it with discipline,” he notes. For him, hospitality will always be a people-first business.

“Never compromise on experience, because guests always remember how a place made them feel,” he adds. He believes brands should be built with purpose, not trends. “When a brand has a strong soul, everything else follows: growth, loyalty, and longevity.”