Blending Spice and Strategy: The Story Behind Paakashala’s Marketing Brilliance

Bengaluru: For many Bengalureans, Paakashala has become a dependable destination for flavourful, vegetarian South Indian meals—be it a quick breakfast on a busy morning, a wholesome lunch with colleagues, or a warm dinner after a long drive. With 34 outlets across Karnataka, including popular highway locations like Yediyur and TBegur, it holds a familiar place in the hearts of families, food lovers, and travellers alike.

What sets Paakashala apart is its ability to honour tradition while staying culturally relevant in a fast-changing digital world. Leading this transformation is Vyjayanti Vasudev Adiga, a second-generation entrepreneur with a sharp eye for marketing and a deep respect for the legacy built by her father, Shri Vasudeva Adiga. From creating emotional touchpoints through initiatives like Paakashala Diaries to positioning vegetarian food as both wholesome and aspirational, Vyjayanti has skillfully redefined how the brand connects with audiences.

In this insightful interview, she delves into the stories, strategies, and values that shape Paakashala’s marketing journey revealing how culture, emotion, and digital innovation work together to build lasting customer relationships.

Paakashala beautifully blends traditional flavours with modern concepts. How do you personally navigate the fine line between staying true to heritage and embracing innovation in your marketing strategies? Can you recall a moment where you had to choose between the two?  

Paakashala, founded in 2018 by Shri Vasudeva Adiga under Sri Anantheshwara Foods Pvt Ltd, has always been about honouring South Indian culinary traditions while embracing modern trends. Navigating this balance involves integrating our rich heritage with innovative strategies. A notable moment was during the launch of Paakashala Diaries. We had to present our traditional flavours and stories in a modern digital format without diluting their authenticity. By choosing to focus on storytelling that highlighted both our heritage and contemporary food culture, we successfully bridged the gap between tradition and innovation, making our brand resonate with a wider audience.

With initiatives like ‘Paakashala Diaries,’ you’re not just promoting food but a narrative. If Paakashala were a character in a story, what kind of personality would it have? And how does that influence the way you shape your marketing campaigns?

Paakashala would be a warm, knowledgeable elder, full of stories about South Indian cuisine and culture, but also with a youthful energy that embraces new experiences. This character drives our marketing campaigns, particularly Paakashala Diaries, hosted by the charismatic Sihi Kahi Chandru. The series brings this personality to life by engaging audiences with stories from food bloggers, legendary restaurant owners, street vendors, and our staff, creating a vibrant tapestry of Bangalore’s food scene. This approach allows us to connect deeply with our customers, offering them more than just food—a journey into the heart of South Indian culture.

Vegetarian cuisine is at the heart of Paakashala’s brand, but it’s also deeply rooted in South Indian culinary traditions. How do you balance the cultural authenticity of the dishes with the modern, global appeal that today’s audiences expect?

Our vegetarian offerings, from traditional ootas to thindis, are prepared by chefs who bring generations of knowledge to the table. These dishes, made with locally sourced ingredients and traditional recipes, naturally align with modern health trends like plant-based diets. By emphasising the health benefits and sustainability of our cuisine in our campaigns, such as the Udupi Mrishtanna Bhojana, we attract a global audience while staying true to our South Indian roots.

‘Paakashala Diaries’ is a brilliant digital initiative. In an era where social media often demands quick and flashy content, how do you ensure that the story behind Paakashala’s food and values is still conveyed authentically in your digital content?

Paakashala Diaries is designed to go beyond the surface, offering a deep dive into the stories and traditions behind our food. The series covers various topics from Bangalore’s food delivery partners to legendary restaurant owners, providing a platform for authentic storytelling. By focusing on the people and heritage that define our cuisine, we ensure that even in the fast-paced digital world, our values and the essence of Paakashala are preserved and celebrated.

The vegetarian food market in India is becoming more crowded. What sets Paakashala apart, and how do you ensure that your marketing campaigns reflect that distinctiveness? Are there any unconventional strategies you’ve employed to cut through the noise?

Paakashala stands out due to its deep-rooted authenticity and innovative marketing strategies. With 34 outlets, including key highway locations like Yediyur and TBegur, we emphasise the convenience of our locations without compromising on quality. Serving over 30 varieties of dosas, the Udupi Mrishtanna Bhojana campaign showcases our unique blend of tradition and modernity. These efforts, combined with our rapid expansion driven by an exceptional core team and quality control, help us maintain our distinctive edge in a competitive market.

As a second-generation entrepreneur, you’re inheriting a legacy while also creating your path. What’s one piece of advice your family gave you that you hold onto in the high-stakes world of marketing and branding?

One invaluable piece of advice from my family is to always prioritise quality and authenticity while being open to change. This philosophy has guided us in all our endeavours, from catering to many IT parks to introduce them to the Paakashala brand, to launching innovative platforms like our F&B podcast. This blend of tradition and adaptability has been crucial in shaping our path and sustaining our growth.

Where do you see the future of vegetarian food culture headed in India? Are you noticing a shift in consumer preferences or attitudes that are shaping the way you approach your marketing strategy at Paakashala?

Vegetarian food culture in India is increasingly aligning with global trends towards health and sustainability. Consumers are more conscious of what they eat and where it comes from. At Paakashala, we see this as an opportunity to emphasise the health benefits and ethical sourcing of our traditional dishes. Campaigns like the Sankranthi Special Meals highlight our commitment to providing wholesome, culturally rich meals that appeal to these evolving preferences.

Paakashala is renowned for its dedication to customer satisfaction. How do you go beyond gathering customer feedback to create genuine connections with your patrons, particularly in the digital realm?

Beyond collecting feedback, we build genuine connections by actively engaging with our patrons on social media, sharing their stories, and celebrating their experiences with Paakashala. Initiatives like Paakashala Diaries foster a sense of community, allowing us to connect with our customers on a personal level. By showcasing the behind-the-scenes efforts of our chefs and staff, we create a transparent and engaging narrative that strengthens these bonds.

You emphasize locally sourced ingredients in Paakashala’s dishes. How do you incorporate that message into global marketing campaigns, especially for customers who may not be familiar with regional Indian produce?

We highlight the uniqueness and authenticity of our ingredients by sharing the stories behind them, focusing on their role in traditional South Indian cuisine. This educational approach, featured in our campaigns and series like Paakashala Diaries, helps global audiences appreciate the richness of our food culture and the importance of sustainable sourcing.

How much do you believe emotion plays a role in brand loyalty, especially for a food brand? Can you share an example of a marketing campaign at Paakashala that truly resonated emotionally with customers?

Emotion is at the core of brand loyalty, especially in the food industry. Our Udupi Mrishtanna Bhojana campaign, for instance, evoked strong emotional responses from customers, particularly those from coastal regions who found a taste of home in our offerings. This connection, reinforced through heartfelt storytelling in Paakashala Diaries, has been instrumental in fostering deep, lasting loyalty among our patrons.

How has working with your family shaped your leadership style in marketing? Are there moments when personal values and professional objectives clash, and if so, how do you navigate those tensions?

Working with family has taught me the importance of integrity and collaboration. While there are moments when personal values and professional goals may clash, we navigate these tensions through open dialogue and a shared commitment to our brand’s mission. This balance has been crucial in maintaining a cohesive vision for Paakashala.

In an era of growing concern over sustainability, how does Paakashala incorporate sustainability into both its culinary practices and marketing strategies? Can you share any exciting initiatives or projects you’re working on in this space?

Sustainability is a key focus for us at Paakashala. We use locally sourced ingredients and strive to minimize waste in our operations. Our marketing emphasises these efforts, showcasing our commitment to the environment. Upcoming initiatives include expanding our farm-to-table practices and collaborating with sustainability-focused partners to further enhance our eco-friendly approach.

Many people associate Paakashala with memories of road trips or family outings. Do you see nostalgia as a tool in your marketing? How do you tap into these emotional connections without relying too heavily on sentimentality?

Nostalgia is a powerful element in our marketing, particularly through our highway outlets like Nandi Upachar, which are synonymous with road trips and family outings. We tap into these memories by creating content that celebrates these experiences, such as Paakashala Diaries. By focusing on authentic storytelling rather than sentimentality, we create a genuine connection with our audience.

With trends like plant-based and health-focused diets gaining traction, how do you incorporate these into Paakashala’s marketing without compromising on the authenticity of traditional vegetarian dishes?

Our traditional vegetarian dishes are naturally aligned with plant-based and health-focused diets. We highlight this in our marketing by focusing on the nutritional benefits and sustainable aspects of our cuisine. This approach allows us to cater to modern dietary trends while preserving the authenticity and richness of South Indian flavours.

You’ve spearheaded numerous marketing campaigns, but which one stands out to you as the most rewarding—either in terms of customer response, internal growth, or even a personal achievement?

Paakashala Diaries stands out as the most rewarding campaign due to its comprehensive storytelling and deep engagement with our audience. It has not only elevated our brand narrative but also strengthened customer loyalty by highlighting the cultural and culinary richness of Paakashala. The positive response and personal fulfilment of preserving our heritage make this campaign particularly meaningful.

As a mentor to young marketers and entrepreneurs, what’s the one quality you believe is most crucial for success in the competitive world of branding and marketing? How do you impart that to your team at Paakashala?  

Adaptability is crucial in the ever-evolving world of branding and marketing. At Paakashala, we foster a culture of continuous learning and innovation, encouraging our team to stay curious and embrace new trends while staying grounded in our brand values. This approach helps us navigate the competitive landscape effectively.

What’s one behind-the-scenes story about Paakashala’s rise that most people don’t know? Maybe a marketing campaign that almost didn’t happen or a decision that shaped the brand’s trajectory in an unexpected way?

A behind-the-scenes story that many don’t know is the hesitation we initially had about launching Paakashala Diaries. We were uncertain about its reception, but it turned out to be a pivotal moment for our brand. The segment, especially the Legendary Founders episode, resonated deeply with our audience and became a cornerstone of our storytelling strategy.

If you had to craft the perfect Paakashala meal for a busy professional on the go, what would you suggest? How do you envision evolving the Paakashala experience to meet the demands of today’s fast-paced lifestyle?

A perfect meal for a busy professional would be something quick yet wholesome, like Banana Buns or Neer Dosa with chutney. We envision evolving the Paakashala experience by offering more convenient, yet nutritious options that cater to the fast-paced lifestyles of our patrons, ensuring they can enjoy quality meals on the go.

Do you find that your personal food preferences and passions align with the brand’s offerings, or have you had to learn to appreciate a wider variety of dishes to cater to diverse tastes?

My personal preferences align closely with Paakashala’s offerings, but working here has broadened my appreciation for the diverse tastes of South Indian cuisine. This expanded perspective helps us cater to a wider range of customer preferences while staying true to our roots.

Paakashala has built a strong relationship with its customers. What’s the most memorable or heartwarming story you’ve heard from a customer about how Paakashala has made an impact on their lives?

One memorable story comes from a family who shared how their road trips were incomplete without stopping at our Yediyur outlet. Our food became a cherished part of their journey, creating lasting memories and highlighting the emotional connection we foster with our customers. Such stories remind us of the impact we have on our patrons’ lives, reinforcing our commitment to excellence and community.

Paakashala isn’t just a restaurant brand—it’s a living narrative, one that intertwines tradition, taste, and technology with ease. Through Paakashala Diaries and a deep-rooted commitment to authenticity, it has found a way to stay relevant in a fast-changing food world without losing its essence. As we digest these powerful insights, one thing is clear: Paakashala marketing strategy is a masterclass in honouring heritage while embracing the now.