Here is a not-so-glad New Year news for people who love the mouth-watering Gujarati thali. Restaurants in the city are mulling a 15 per cent hike from January 1 in the prices of this most iconic of Gujarati offerings.
While some players in this booming business are contemplating a marginal price increase, others are thinking of sizeable ‘food cuts’. The crowds that throng these eateries may not get to gorge on ‘unlimited plates’ any more.
The rising cost of food items — from grocery to basic grains — is forcing restaurateurs to take this step, which, to say the least, will be difficult to digest for the majority of Ahmedabad’s thali-loving denizens. Abhay Mangaldas, proprietor of Agashiye, says, “To cope with the food costs which have more than doubled recently, we plan to implement a 15 % increase in the rate for thali.” Agashiye’s is at present priced at Rs345. Shaan Zaveri of Swati feels that many in this business will be forced to revise their menu cards in the New Year.
Even at the old respected Vishala, a price hike seems inevitable. Its owner Surendra Patel says: “We use premium products like desi ghee and kesar, as well as natural jaggery to maintain quality. Hence, we have no option but to raise prices.” Accordingly, Vishala has upped the price of its thali from Rs359 to Rs395.
Manish Patel of Rajwadu and Madhurya opines: “Though unlimited food is a popular business concept, it’s becoming very difficult to sustain the practice.” According to him, the a la carte style that is prevalent in other, conventional restaurants as well as in Swati and Agashiye, is the better option. He claims that it will replace the unlimited thali tradition of the city.
To handle the competition and higher costs, other thali restaurants like Gopi, Pakvaan and Gordhan Dhal, have come up with novel ideas. Dilip Thakkar of Gopi, says, “We announce a Rs5 increase every year to cope with food costs but, this year, we will be forced to raise prices byRs10.”
Pakvaan’s Mukesh R Purohit feels that a Rs 30 increase is more in order. “We will price our thali at Rs150 from January 1. We also plan to reduce the number of food items on offer by five.” This news, in particular, will certainly be a damper to many people’s palates.
