Bhoomika Singh
In the bustling city of Gurgaon, amidst the cacophony of daily life, lies a culinary oasis that has been serving up extraordinary gastronomic experiences for three decades – “The Food Affairs.”
Founded by the visionary Sarita Bazaz, this luxury catering business has etched its mark in the annals of culinary artistry, transcending the boundaries of ordinary dining to create unforgettable culinary journeys.
“Over 30 years of work in this industry, I have witnessed a transformation in the food industry pan India,” says Sarita Bazaz, Founder of The Food Affairs.
With an unwavering passion for food, a touch of elegance, and an undying commitment to customer satisfaction, Bazaz spoke with SME Futures about how she and her venture, The Food Affairs are setting new benchmarks for premium catering services in India.
“Been in the industry for very long, our unique approach to catering has introduced a fresh and innovative style to the cities, going beyond traditional dishes like dal and sabzi,”
A journey born out of passion
Turning passion into profession involved prolonged training and formal qualification. For Bazaz training started from home.
“My journey into the catering industry was not initially driven by a desire to start my own business. Rather, it was the skill of cooking that led me here,” she reminisces.
She vividly recalls being captivated by her mother and sister’s culinary abilities from a tender age, perceiving cooking as an art form and an avenue for crafting flavours and unforgettable dining experiences.
Eager to emulate her role models, Bazaz told SME Futures, “I enthusiastically delved into the culinary world. Since the age of 13, I started experimenting with recipes and ingredients, gradually honing my skills and expanding my culinary repertoire.”
Catering transformed life
Stepping into the world of catering was a defining moment for Bazaz, transforming her life in a myriad of ways. “It allowed me to explore my creativity and express my passion for food in ways I had never imagined before,” she reveals. From designing intricate menus to crafting visually stunning food presentations, each day brought with it new challenges and opportunities for growth.
The catering business also opened the doors for her to diverse social interactions, enriching Bazaz’s life with connections to clients, colleagues, and industry professionals, emphasising the importance of effective communication and impeccable customer service. She tells us, “Building relationships became an integral part of my professional life, and I learned the importance of effective communication and customer service.”
Pioneering path bootstrapped
The Food Affairs took flight with an initial investment of Rs 10,000, which laid the groundwork for the venture’s success. The Food Affairs remains committed to delivering exceptional value to its customers and exploring avenues for expansion and further success.
“We are proud of the growth and progress we have achieved, and we remain dedicated to delivering exceptional value to our customers while continuing to explore opportunities for expansion and success,” Bazaz shared.
Distinctive flavours and unmatched hospitality
What sets The Food Affairs apart from other catering companies is a blend of distinctive features that redefine hospitality and flavoursome cuisines, she highlights. “We pride ourselves on providing exceptional hospitality and flavoursome cuisines that set us apart from other catering companies.”
Then Bazaz tells us why her venture is different from others, “We take pride in understanding clients’ unique needs and preferences, creating truly customised culinary experiences that reflect their vision. The team of skilled chefs blends culinary expertise with innovation, sourcing the finest ingredients to create delicious and innovative dishes. Our offering is an extensive range of cuisines, and we cater to diverse palettes and dietary requirements, adapting seamlessly to any occasion,”
Talking about her operations, “The dedicated staff ensures guests feel welcomed and attended to throughout the event, prioritising professionalism and attention to detail. Meticulous attention to detail, from exquisite plating to stylish tablescapes, elevates the overall ambience and creates visually stunning presentations. The Food Affairs maintains strict standards of hygiene, food safety, and freshness, ensuring every dish meets the highest quality standards,”
Adapting to unprecedented times with technology
The pandemic brought forth unforeseen challenges, but technology proved to be an enabler for The Food Affairs.
Embracing virtual platforms and digital solutions, Bazaz shared, “We moved out to virtual platforms and digital solutions to cater to our client’s needs, with restrictions on in-person gatherings and the rise of remote events the best option was to pivot. We launched TFA Dine At Home, a food service where we prepare a feast which is home delivered to our clients, all they need to do is assemble and eat.”
“We implemented online ordering systems, contactless payment options, and digital menu platforms, reducing physical contact and ensuring a seamless customer experience,” she added. Amidst the uncertainties, The Food Affairs stood firm, retaining all its employees, and showcasing resilience in the face of adversity.
Redefining the art of catering
The Food Affairs’ impact on the catering industry is profound, setting new benchmarks for luxury catering services in India. “Over 30 years of work in this industry, I have witnessed a transformation in the food industry pan India. Our unique approach to catering has introduced a fresh and innovative style to the cities, going beyond traditional dishes like dal and sabzi,” the founder expressed.
She further added, “Despite not always receiving explicit recognition, I have always found satisfaction in knowing that our influence has shaped the industry.” With unwavering commitment, the company continues to push boundaries, delivering unparalleled culinary experiences and setting new trends.
Navigating the demanding terrain
In the Indian catering service business, Bazaz faced challenges both as a female entrepreneur and as a purveyor of high-quality services. Bazaz encountered her fair share of challenges during the initial days of her business. “Breaking through gender stereotypes and biases was one of the primary hurdles,” she recalls.
”There are multiple instances where potential clients and collaborators did underestimate my capabilities or questioned my authority as a female founder. Firstly, there is a prevailing lack of trust and doubt from clients due to gender biases, questioning my ability to manage events with 200-400 attendees. Overcoming this doubt remains an ongoing struggle and these biases required me to consistently demonstrate my expertise, professionalism, and dedication to my work,” she adds.
On the other hand, catering industry is a competitive landscape, some prioritise price over quality, making the projection of excellence a critical aspect. Addressing multifaceted responsibilities with professionalism and precision remains a constant demand in this demanding industry.
Yet, Bazaz’s passion towards catering persevered, ultimately conquering the biases and earning respect and admiration in the industry.
Global expansion was priority
Expanding The Food Affairs globally has been an exhilarating journey, not devoid of challenges. The founder told us, “In each country, we encountered hurdles related to permits and compliance, emphasising the importance of adhering to regulations, hotel rules, and protocols.”
“The introduction of new regions also presented ingredient challenges, requiring us to adapt and source ingredients accordingly. Working with different equipment based on regional usage and availability added another layer of complexity,” she added. Nevertheless, the thrill of experimenting and pushing boundaries in diverse locations fueled the company’s success. Through perseverance and a commitment to excellence, The Food Affairs has carved a niche in the international catering market.
Vision and culinary excellence for roadmap ahead
The future plans for The Food Affairs are ambitious and visionary. “Expanding our services globally remains a top priority. Providing our exceptional services for Indian weddings worldwide is a key aspiration, aiming to cater to 20-30 weddings annually,” Bazaz conveyed.
Looking ahead to the financial year until April 2024, the goal is to accomplish a minimum of 8-10 international weddings.
Sustainability and efficient waste management also hold a special place in Sarita’s heart, reinforcing her commitment to culinary excellence and the well-being of the planet.
As the legacy continues to unfold, Sarita Bazaz’s journey serves as an inspiration to aspiring entrepreneurs and a testament to the transformative power of following one’s passion.
