Hype gives attention to a cafe, but is hype simply enough?
In this day and age of social media where every eatery has a chance to go viral, do they actually live up to their expectations? To find that out, we sat down with Ved, the founder of Instagram’s newest viral cafe, Mr. Misu. In our heartfelt conversation with this 23-year-old entrepreneur at his cafe, we didn’t just meet the restaurateur inside him, we delved into stories of how he birthed Mr. Misu, his initial challenges, and experiences navigating an arena that’s not everyone’s cup of tea (or coffee, in this case).
Swiss Education, Internship In Portugal, And Growing Dreams
At just 23, Ved carries a vision far beyond his years. While many chase fluttering opportunities, he has always dreamt of building something he’d call his own – and not from a place of rebellion, but from a mellow desire to create. “I just always knew I wanted to create something that was entirely mine”, he shares.
When he was 18, Ved left India for Les Roches, Switzerland. Considered to be one of the world’s most prestigious hospitality institutions, this was a learning curve for a young mind like his. He did not choose the more conventional career routes; instead immersed himself in the Swiss hospitality ecosystem – a world of discipline, precision, and detail.
Dodging the conventional route, of working in the United States or the United Kingdom, yet again, he chose his internship at Portugal’s W Algarve. Here, he worked under Michelin-star Chef Fredrico in the gourmet Italian restaurant, Paper Moon. Ved worked for a high-profile clientele, including global icons like Rihanna, ASAP Rocky, and J. Cole – learning not just discipline and detail but also expanding his dreams.
Return To Mumbai: Observing Before Creating
Just six months ago, somewhere in April-May, Ved returned home, but he simply didn’t rush. He explored Mumbai and its restaurants, with a notebook and a pen in his hand, and a single intention: to understand the emotional connection between food and people.
He sat in cafes and restaurants, studying how people react to food – observing “how food emotionally resonates with people.”
This phase enabled him to create everything that followed after.
Why Bandra? Why Tiramisu?
It’s not like there aren’t plenty of cafes in Bandra already, but Ved stated that Bandra felt like an obvious “starting point”. He talked about how the cafe culture here is welcoming, inclusive, and thriving – allowing room for experimentation. Of course, there’d be a day when Mr. Misu would expand to other parts of the city, but Bandra felt like a rational launchpad to start the journey.
And of all the desserts he could’ve built a brand around, his choice was unexpected – tiramisu. But according to Ved, the decision was both heartfelt and strategic.
“Tiramisu was trending. But beyond the trend, it was largely untapped in Mumbai.”
Even though India itself has a rich history of traditional mithai like jalebis and desserts like cheesecakes are all over the internet, no one was really doing standalone tiramisu. Ved saw an opportunity and this gap in the market is what led to the birth of Mr. Misu.
Crafting An Atmosphere, Not Just A Menu
What followed that thought was months of creative labor – designing not just the menu but also crafting the ambiance that would uniquely define Mr. Misu.
Be it the lighting, the textures, the colors, or even little details like pinterest-y mirrors and a tray full of stickers, the space had to feel welcoming, warm, and comfortable. The goal was not just to develop a menu with banging flavors but also craft an experience that would bring customers back.
It was initially quite difficult for him as he refused excessive guidance and handholding. He wanted the space and the ambiance to have his own personal touch and for that there were no shortcuts in Ved’s playbook. With little to no handholding and a competitive space like food & beverages (F&B), Ved was determined in his stance to deliver only a memorable, delicious, and welcoming experience.
In fact, he fondly shared with us a unique customer experience that stayed with him. A guest flew in from Chennai, hundreds of miles away, just to taste the tiramisu. That’s when he understood what he was really creating was not food, but memory.
A Gen-Z Founder In A Legacy-Driven Industry
The F&B space is highly competitive, and often unforgiving. You have chefs, restaurateurs, and experts who have decades of experience keeping the F&B space in India thriving. Finding your own voice and stance as a Gen Z entrepreneur and restaurateur wouldn’t be cakewalk, and Ved had realized that. In our conversation, he admitted that, “People don’t take you seriously”. Negotiating, finding suppliers, commanding respect – everything is slightly harder when you’re young.
But a faint smile on his face emerges as he knows it is also his greatest strength: He understands Gen-Z because he is Gen-Z.
He knows how the Gen Z mind works, he knows how this generation values a wholesome, grounded experience along with a fabulous menu. He knows what flavors would work, what social media strategies would work, and what business strategy would bring more and more people to Mr. Misu.
Sure, there would be countless more chefs and experts with decades of experience, but what Ved thinks sets him apart from others is his creative labor.
It’s not always about doing different things – sometimes it’s about doing things differently.
A Game Of Hype And Serendipity
Knowing what your consumers crave and what excites them is definitely a bonus, but reinventing flavors is just as important. And Ved being a chef, every flavor on Mr. Misu’s menu is his own creation – not outsourced, not recycled, and definitely not copied.
In fact, he shared a story with us about how a serendipitous drizzle of salted caramel sauce that he had by his side helped him invent a new flavor on the menu! That wasn’t just an accident, it was a delicious discovery – and you can thank him later!
For Ved, a good tiramisu isn’t just about the looks – it’s much more about what goes inside it. Premium mascarpone, fresh eggs, rich espresso, and perfect temperature control are what he thinks make a delicious tiramisu. And let us tell you, we tried the tiramisu here and we got why it deserved all the hype in the very first bite.
Ved, however, remains grounded in one core truth that he shared with us:
“Hype will bring them once, but it is the quality that will make them stay.”
In an age of social media where trends can make or break a restaurant business, it is crucial to ride the hype wave to be noticed. But it is more important to maintain that hype and translate it into a loyal customer base. A key point that Ved has realized early on in the business.
Responsibility, Legacy, And A Quiet Fire Within
As we inched towards the final leg of the interview, we asked him who that one person was that he looked up to. The answer was prompt, as if waiting to be asked, “My dad”. Ved names his father as his greatest influence – a lesson in discipline, humility, and relentless work ethic. From what he has learned from his father, his vision goes beyond just product and profit. There’s also a deep-rooted sense of responsibility.
For him, his cafe is his family. “If I thrive, my people thrive. If my people grow, their families grow. That responsibility matters to me more than anything.”
Before we wrapped up, we asked Ved what piece of advice he would give to young entrepreneurs like himself. He replied, “Go for it. Don’t wait. Don’t fear judgement or imitation.” He further stated how he’d never want to live in a state of regret later in his life by not giving action to his thoughts now. And that is indeed a crucial message to young minds who often have this fear of failing or not being up to the mark.
The Story Is Just Beginning
If you’re planning to visit Mr. Misu, consider this as your ultimate cue! The cozy cafe is located in Bandra’s Ranwar Village and serves a delicious range of tiramisu – from their classic Tiramisu to Salted Caramel Tiramisu and even innovative dishes like Misu Bites and Tiramisu Balls.
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Also note that they have eggless options too, so vegetarian foodies need not worry about missing out on the creamy indulgence!
They also have an exciting range of specialty coffee like classic lattes, cold coffees, and even matcha-infused drinks and desserts!
Team unstumbled had a delicious and memorable experience visiting Mr. Misu – and if you’re craving for a scoop of creamy, decadent, and silky-smooth tiramisu, this is the place to be at!
Ved’s journey in the F&B space is just beginning – but his direction remains clear: innovate, refine, elevate, repeat. Serving one tiramisu box at a time, he is quietly paving the way for many more young, creative, and passionate Gen Z entrepreneurs to step out and show the world what they’ve got. And something tells us, this is just the opening chapter!
