In an era where dining out has evolved into an art form, luxury catering is no longer just about serving delicious meals; it is more about creating unforgettable experiences. Talk about high culinary art, heartfelt hospitality, and meticulous visual styling, and you will surely hear the name Aurum Foods. It is a brand that has redefined luxury event dining across Mumbai. Spearheaded by founder Anisha Anand, the brand brings in a unique philosophy that speaks to emotion and narrative storytelling. We at unstumbled had the opportunity to meet the founder herself and understand her world of Aurum Foods better. Here’s a sneak peek for you!
Excerpts From The Interview With Anisha Anand
unstumbled: You transitioned from the fast-paced aviation world into the luxury food industry. What made you think that there was a need to build Aurum Foods?
Anisha: My transition from a two-decade career in aviation to founding Aurum Foods was completely unplanned. It grew organically out of my love for hospitality and hosting. Flying for two decades and training the crew actually taught me that taking care of people is a huge responsibility that goes beyond serving meals.
unstumbled: Do you remember your very first client at Aurum Foods and the experience that went around it?
Anisha: I honestly don’t recall the details of my very first client, but I surely remember the butterflies in my stomach and that intense nervousness that I felt then. Lacking formal culinary training, all I knew was that I had to bring different elements together to create something uniquely special. Whether it was my first client or now, the same heartfelt passion is something that continues to drive me.
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unstumbled: Mumbai’s luxury catering market is very competitive. What is the one thing Aurum Foods does that nobody else can replicate?
Anisha: In Mumbai’s competitive market, Aurum Foods bridges the gap between standard catering and true hospitality. We have actually shifted the focus from simple food service to offering an end-to-end emotional and unforgettable experience that actually stays with our clients and their guests long after the event is over.
unstumbled: You’ve often said food is about memory and emotion, not just taste. What things do you keep in mind while designing a menu to achieve that?
Anisha: When designing a menu, I start by diving into the personal history of the couple or family to know their shared food memories or meaningful moments. We then recreate and integrate these personal stories into the dining experiences. Beyond storytelling, today’s clients are exceptionally well-informed about what goes on their plates. This drives us to go to extraordinary lengths to deliver an elevated, authentic menu. An example of this would be custom-sourcing rare coffee beans from South Africa.
unstumbled: What exactly is food styling, and how is it different from plating? Explain For A Layman.
Anisha: Food plating is simply putting a meal on a plate, while food styling means elevating the same dish through creative details. This is much like styling an everyday white shirt with prints and tan shoes to completely transform the person’s look. It is not about making the food expensive but more about thinking outside the box.
unstumbled: What exactly does a menu curator do, and how is their job different from, let’s say, a chef or menu designer?
Anisha: A menu curator focuses on bringing excitement, anticipation, and unpredictable presentation without missing out on the authentic soul of the food. While a chef prepares a dish, a curator creates a memorable narrative.
unstumbled: Catering for elite families like the Ambanis or Bachchans comes with massive expectations. How was that experience?
Anisha: Working with such high-profile families and celebrities has been an incredible lesson in humility. Their warm hospitality and lack of pretense make me feel welcome. Catering to global travelers and celebrities who are used to Michelin-starred dining increases the pressure to deliver. But I maintain the same standard of excellence and care as I would for any other client, regardless of their status.
unstumbled: Has there ever been any weird last-minute request or tweak you had to pull off with zero choice? If yes, what was it?
Anisha: Last-minute crises and miscommunications are common in the event industry. It ranges from a counter artist not showing up to forgotten dietary requirements. We have to handle such high-pressure moments by keeping panic completely hidden from the guests. Effective firefighting and being calm in your mind is what always helps to navigate such emergencies.
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unstumbled: Takes us through the entire logistics process, from designing to serving.
Anisha: Our process begins with understanding the client’s mindset, the occasion, and why they chose us, allowing us to map out every detail. Once the sales team completes this brief, our execution team delegates tasks across our multi-kitchen setup and coordinates every operational tier down to the dishwashing team.
unstumbled: From keto and vegan to hyper-specific allergy restrictions, menus are more complex than ever. How do you manage multi-dietary requirements without complicating kitchen flow?
Anisha: To handle complex, multi-dietary needs, we sit down and dissect every menu before it even reaches the chefs. We establish a precise kitchen algorithm that dictates everything down to item weights, exact ingredient measurements, and specific garnishes. When managing restrictions, we enforce strict quality control protocols, including random ingredient checks, strict expiry tracking, and regular tasting sessions.
unstumbled: What is the biggest misconception you think people outside the industry have about luxury event catering?
Anisha: That it is all glamorous here!
unstumbled: Looking back at your journey from a small team to over 600 people, what was the toughest leadership lesson you learnt?
Anisha: The toughest leadership lesson I have learnt is to delegate tasks. Trusting a team to step in is what truly helped us build a sustainable system and also scale into the company that we are today.
unstumbled: If you could host a private 5-course dinner for any three people, living or dead, who would they be and why?
Anisha: Anthony Bourdain, Ratan Tata, and my parents!
unstumbled: If you had to introduce Aurum Foods in just three words to someone who has never heard of it, what would those three words be?
Anisha: Conscious, Intentional, and Storytelling.
unstumbled: What is your advice for young entrepreneurs, especially women, who want to make a mark in the culinary and hospitality space?
Anisha:
- Take your dreams seriously and know that they are achievable.
- Overcome self-doubt and shift away from pleasing people. Because when you value yourself, the world starts doing the same for you.
- Do not miss any opportunity!
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About Aurum Foods (Mumbai)
Aurum Foods (Aurum Foods Pvt. Ltd.) is a luxury gourmet catering and event management company established in 2012 that specializes in fine dining, bespoke culinary experiences, and premium club management.
