Wok’s up

Smokin’ Joe’s has got a new Oriental brother, Smokin’ Lee’s, just four months old. Both though are Parsis and pamper the community’s love for good food. Whilst selling pizzas from 52 Smokin’ Joe’s outlets all over India, managing director of Smokin’ Joe’s Pizza Private Limited Navroze Bilimoria says he was "toying with the idea for many years of introducing a ‘take-away Chinese’ eatery. Since we had the experience in packing and delivery of pizzas, we thought we would try something new.”

He had seen its popularity abroad and was sanguine the concept would sell in Bombay too. The only stumbling block was finding the right location for he was determined to introduce this facility on upmarket Nepean Sea Road. Once he zeroed in on the site for his new business venture at the intersection of Nepean Sea Road and Bhulabhai Desai Road, things started cooking really fast and on October 2, 2006 which happened to be Dassera according to the Hindu calendar, he was able to launch Smokin’ Lee’s, the 20-seater restaurant.

Above: Directors Navroze Bilimoria (left) with Nirmal Momaya

"We did not want to start yet another Chinese restaurant. Our focus is home delivery,” says Bilimoria. In fact, 90 percent of their business comes from home deliveries with their specially created unique parcel boxes made from ITC’s best food grade white paper holding noodles and rice with ease. But the Indian preference "for asking for everything in gravy (contrary to the original Chinese style) is not conducive to delivery…Even Kung Pow which is a great dry dish they want with gravy,” notes Bilimoria with a sigh, compelling them to "fine-tune the product.” They also realized that certain dishes like Crispy mushroom in Szechuan sauce is a different experience when served fresh from the kitchen at their restaurant and when eaten as a home delivery item. One of their staff members was assigned the duty of calling up "20 to 30 customers every day for feedback.” Based on the responses received they mulled over their next menu which is presently under print.

The success of Smokin’ Lee’s has prompted Bilimoria to consider a second opening in Bombay. For the next branch though, they would like to have "more sit-down facilities,” says Nav­roze’s father Russi, also a director of Smokin Lees Restaurants Private Limited. Actually when Navroze and his cousin Rashid Bilimoria ventured into business with Smokin’ Joe’s in 1993 the duo did not want any other directors from the family. But when Rashid later opted to settle in USA, his share was bought over by Navroze’s family and Russi came in as director as also Nirmal Momaya, a chartered accountant by training.

"Smokin’ Joe’s has grown to be the largest Indian pizza chain; not the largest pizza chain in India,” the subtle difference is clarified by Navroze. With 52 Smokin’ Joe’s outlets daily selling about 6,000-7,000 pizzas from Jammu in the north to Chennai in the south, Bombay in the west to Bhubaneshwar in the east, Navroze’s two outstretched arms could not have kept a direct control over these eateries so he entered into a franchise agreement with them. "Honesty in people is a real problem,” Navroze cites his reason for considering franchise a more viable option for all the outlets except the one at Carmichael Road in Bombay which is owned by them and where members of the Bilimoria family — Navroze, sister Nazneen, Russi — visit it regularly to retain direct control.

"Everything is made by us. That’s our Smokin’ Joe’s USP (unique selling proposition)…Well, everything that can be made by us like the toppings… the sauces… not the cheese and bacon,” Navroze clarifies. "That’s why our pizzas are different.” Their vegetarian pizzas come in the range of Rs 65 for the seven-inch plain cheese variety to Rs 260 for the 16 interesting variations in the 12-inch category that include Thai Red Curry Vegetables, Chow Chu Potatoes, Tandoori Paneer, Bombay Pav Bhaji. For the non-vegetarians the range starts from Rs 90 for the seven-inch grilled or hot chicken and extends to Rs 340 for the 12-inch Pepperoni. They have received enquiries and "had talks with people in the US, Australia, Dubai,” but as of now the Smokin’ Joe’s pizzas are not marketed overseas.

Compared to the pizzas even the most expensive of the Chinese dishes for vegetarians come for Rs 125, and for non-vegetarians for Rs 160 for some of the starters and the main course items. All soups cost Rs 70 if vegetarian and Rs 75-85 if non-vegetarian. Noodles for vegetarians are available in the range of Rs 80-100 and the rice dishes from Rs 60-100. The non-vegetarian noodles come for Rs 100-140 and the rice dishes from Rs 90-140.

There has been no conscious effort "to seek or not seek” Parsi employees, notes Navroze. Included in his team of delivery boys who carry food parcels home were three Parsis some years ago but Navroze was not satisfied with their service, describing them as "boorish.” In addition to these Parsi youngsters there had been just one other community member in his service. And that Parsi manager was not only trustworthy but enterprising enough to take up franchisee responsibility of three of their Smokin’ Joe’s stores.

Outlets on Carmichael Road (left) and Nepean Sea Road with their specialties

Entrepreneurship within the community today is a subject Navroze does not feel confident to comment upon, saying his exposure is limited. The prevailing scenario in India is not very conducive for upcoming enterprises, he observes, referring to "the red-tapism, the innumerable permissions to be obtained, the BMC (Bombay Municipal Corporation) clearances to be awaited…No one is encouraging.” He did not know that the Bombay Parsi Punchayet had introduced a Venture Capital Fund to assist upcoming entrepreneurs.

"My maternal grandfather Rustom Sidhwa (founder of Bharat Tiles and Grindwell Norton) has always been looked up to by my family,” states Navroze. From the paternal side, the family had earned a name for themselves in the Services, some of the illustrious stalwarts being the late Lt Gen Faridoon Bilimoria and the late Lt Gen Adi Sethna. Before Navroze ventured into business he was working for Grindwell Norton, looking after dealer sales in Bombay. Prior to that he had worked for Bharat Tiles as assistant factory manager and in the sales section. His work experience in auditing at the chartered accountants firm of Birdy and Company has stood him in good stead over the years too. After his schooling from St Mary’s, ICSE, Navroze graduated in commerce from Sydenham College and later did a six-month training course at the Indian Institute of Management, Ahmedabad.

Navroze married Rashna in the same year that Smokin’ Joe’s was launched. With past experience in advertising and corporate ticketing, she is presently busy conducting courses for women in etiquette training and grooming. Religious duties too fall within Rashna’s purview who visits the Jokhi Agiary in Godrej Baug every week whilst Navroze is busy expanding his business horizons. Their nine-year-old daughter Natalia is studying in the fourth grade at the J. B. Petit School and during her free time enjoys visiting Smokin’ Joe’s "with her grandfather or her aunt, but not with me…” mentions the indulgent father adding, "She has suddenly developed a flair for cooking” and convinces the family to sample her culinary creations.

Navroze himself does not consider cooking his forte but candidly admits, "I have a passion for food which shows… I can tell you if something is right or wrong; but I cannot say what exactly is wrong… My job is to run the business.” "He understands what will sell,” adds his father, making Navroze clarify, "Let’s say I am a businessman who’s got a good taste for food.”