I love relishing the flavors of Pan-Asian cuisine whenever I get the chance. I can never say no to a basic Pan-Asian staple like fried rice and Hakka noodles, served with a steaming bowl of gravy. It's a simple meal, yet can taste like a delicious delicacy when made skillfully!
1. Tell us about your background and journey.
I’ve always known entrepreneurship is my true calling, but this drive first bore results at the end of my 3rd academic year as a student of psychology. With the guidance of my mentor and father Mr. Sanjay Chugh, I took my first leap into business by setting up Design In Cakes, an online cake ordering service.
Much to my delight, this venture proved immensely successful, and I decided to take the next plunge of establishing my first retail cake store in 2014, by the name of 7th Heaven. It’s been more than half a decade since, and currently, that initial family-run online cake shop stands as India’s largest bakery chain with over 200 outlets across 75 cities in India.
2. What led you to take up this career path?
The decision was a complete no-brainer. For as long as I can remember, I’ve been extremely passionate about working as an entrepreneur. Right from the days of my childhood, this drive to own and successfully run a business has been starkly clear in my head. While I was nearing the end of my education in psychology, the F&B industry, in particular, intrigued me.
The challenge of working through this cut-throat field and leaving a prominent mark appealed to me especially. And that’s how I found myself setting up my first entrepreneurial project, an online cake ordering service, with the aid of my father and skilled businessman Mr. Sanjay Chugh.
3. Which is your favorite cuisine and dish?
Personally, I love relishing the flavors of Pan-Asian cuisine whenever I get the chance. I can never say no to a basic Pan-Asian staple like fried rice and Hakka noodles, served with a steaming bowl of gravy. It's a simple meal, yet can taste like a delicious delicacy when made skillfully!
3. What do you want to talk about 7th heaven?
7th Heaven’s blossoming success has been extremely gratifying, to say the least. After years of relentless efforts and investments, 7th Heaven has now risen to the status of India’s largest bakery chain, with a presence in over 75 cities across 21 states of the country. We also recently opened our doors to the International market by launching a store in Dubai.
It’s the first of many more to come. As per the latest stats, someone somewhere enjoys a 7th Heaven product every 6 seconds. Right now, the 7th Heaven network employs more than 1000 people directly and several more indirectly. We are now a household name with a legion of loyal customers, and are looking to continue expanding globally!
4. Does one's approach change when cooking professionally and at home?
When you’re cooking a meal for your loved ones, there is more room for error and flexibility. There’s so much love and acceptance at the table, it doesn’t make any real difference if you aren’t at your culinary best. What matters more, is everybody coming together, enjoying the food, and spending quality time.
On the other hand, when you’re cooking professionally and serving the food at an eatery, the stakes are much higher. Every customer comes with set expectations, and there’s no scope for making mistakes. The reason customers will continue to visit your establishment and feel loyalty for you is because you’ve set a certain standard that you consistently continue to meet. Even on your bad days, you can’t fall short of reaching that.
5. Is there a dish you particularly associate yourself with?
If I had to name one dish I associate myself with, it’d be a slice of chocolate cake. I have a raging sweet tooth, and a delicious, gooey chocolate cake is always irresistible. It’s also a classic dessert that’s dense with flavor yet instantly comforting, and that’s something I can personally relate to!
6. Can cooking be learned at culinary schools or natural talent is required?
I firmly believe any skill can be learned including cooking. But when you have a natural knack for cooking, your passion feels all the more personal. You’re also likely to progress at a faster pace, pick things quickly, and in general do better at a culinary school if you’re an inherently talented cook.
From a business point of view, I never went to a professional culinary school to learn baking or cooking. I took a few courses to understand the process better so I could be more efficient and effective as the entrepreneur of a bakery chain.
7. What is your mantra of success?
Throughout my years of working as an entrepreneur, I’ve learned 3 rules that I always abide by. The first is to set clear, tangible goals. Vague objectives like “I want to be a great businessman” won’t fare as well as specific, measurable goals like “I want to own 2 stores by the end of this year”. The second is to never make excuses.
Everybody has bad days and lazy moments, but what differentiates you from the crowd is how you deal with them. Excuses may put off the work and give you temporary respite, but they have a way of sneaking up on you. This brings me to my last mantra, always get the work done. I pride myself on being result-oriented and the kind of person who finishes what is required, no matter what else may be going on.
Arjun Chugh - Chef & 7th Heaven Bakery Owner
Interviewed By: Vanshikha Bagga
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