American chicken brand Genuine Broaster Chicken (GBC) has forayed into the Indian market with its first outlet in Versova here.
Celebrity chef Harpal Singh Sokhi is the ambassador for the brand in the country, and he will add his touch to the brand to please the Indian palate while staying true to its American heritage.
Yellow Tie Hospitality, an India-based food and beverage franchise management company, has brought down GBC to India.
Talking about bringing the brand to India, Karan Tanna, the company's Founder and CEO, said in a statement: "GBC has been an integral part of America's food heritage and we at Yellow Tie hospitality felt it was time to introduce it to the Indian consumers so they can enjoy a comparatively healthier version of fried chicken."
"We plan to open 25 outlets of Genuine Broaster Chicken by end of 2016 and 70 outlets by end of 2017." Adding to this, Rahul Motwani, Founder of Meera Corporation and franchise owner of the Versova outlet, said: "There is a huge gap in the demand and supply of quality fried chicken and GBC will surely fill that gap."
The look and feel of the outlet is of a typical old school neighbourhood American diner with rustic vintage furniture, mosaic mirror walls along with a white and brick wall finish, ornamental windows and American upholstery.
With a casual vibe and the use of American visual merchandise like American baseball helmet lights, it has a quirky feel to it as compared to its competitors. Taking vintage grunge as an underlying concept, GBC has a vintage lamppost, old school brass lights and metal grills with series lights on it. The food menu includes fast food and dine-in offerings like classics of Genuine Broaster Chicken alongside a specially curated exclusive menu by Sokhi. The idea was to innovate the American product to give it a personalized Indian touch that caters to the Indian palate. Sokhi said: "With this association, it will give me an opportunity to introduce an 'Indo-American' cuisine, where we will offer traditional Indian dishes in a modern day, youth oriented and fun format."
(This story has not been edited by NDTV staff and is auto-generated from a syndicated feed.)