Aditi Dugar, now a well known tycoon in the food industry of Bombay is best known for her food venture Masque, which opened in 2016. The restaurant has appeared on the World’s Best and Asia’s Best Restaurants list several times, and things are not different this year, having snagged 68th position in the World’s Best Restaurants 2025 list announced just two days ago.
However, that is not all. Dugar has expanded her repertoire to other restaurants, like TwentySeven Bakehouse, Bar Paradox, Araku Cafe and several others. Masque was the first restaurant owned by an Indian woman to be on the World’s 50 Best. Outlook Traveller Eats interviews Dugar about her experience running Masque, making her way to global lists, challenges in the food industry and more.
What was your biggest challenge when you were getting into the food industry?
Every food entrepreneur’s challenges are unique to their circumstances and the concept of their restaurant. My biggest challenge was introducing an entirely new dining concept in India – a tasting menu-only restaurant focused on seasonal, local ingredients. We had to create an experience that convinced diners it was worth spending close to three hours on a meal with multiple courses.
I also didn’t have any industry experience, so I faced twice the scepticism. Keeping my eye on the prize, trusting my team to do the best job and being downright stubborn about making this work has served me well all these years.
From starting Masque to making it on the World’s 50 Best, what has been your biggest learning in the food industry so far?
To always trust my instinct. I trusted my gut that the food space was ripe for a tasting menu-only restaurant (that too in a mill compound in Mumbai!), despite being told that we were making a terrible investment. I was told to at least play to the gallery and have Masque serve flavours and ingredients that Indian diners were accustomed to – but what’s the fun in that? We already had enough and more restaurants serving the usual Indian fare; we didn’t want to start Masque for the sake of starting a restaurant.
Having said that, I don’t want to make it sound like Masque was perfect since day 1; it took some trial and error to shape the vision and find our feet. But we’ve always focused on celebrating India through its culinary heritage, and the rest, as they say, is history!
What are the key ways in which restaurants can sustain themselves in the initial few years of business?
Focusing only on what’s important and casting aside everything that doesn’t serve your vision. Trust me, there’s always so much to distract you from everything you need to get done. First off, work on consistency. Are we able to maintain the same quality and standards in our food and service day after day? Secondly, building the best team, since no restaurant can achieve anything without the right set of people all working towards the same goal. And thirdly, build genuine relationships with your guests and create memorable experiences. Listen to feedback and evolve, but don’t dilute who you are at your core.
The restaurant business is tough, but being passionate and committed can help turn challenges into success.
You run Masque, Twentyseven Bakehouse and Bar Paradox in Mumbai. All are quite different from each other. What motivated you to venture in different niches in the food space?
Very honestly, everything we run under Urban Gourmet is a reflection of what I personally love or the kind of places I love hanging out at. Masque was born out of the need to have a proper tasting menu experience in India, with lesser-known produce that we have in abundance.
My passion for baking peaked during the lockdown, when all our other businesses were experiencing a slowdown, and TwentySeven Bakehouse was born. We wanted a ‘No Bullsh*t Bakery’ that’s all about the best artisanal breads and bakes – nothing else. Paradox, more of my husband and business partner Aditya’s brainchild than mine, is a cocktail bar for the guests who love some great drinks and great food, sans the obnoxiously loud music. Sage & Saffron, my first venture in my business portfolio, was born out of my love for good food and creating beautiful experiences for guests’ special occasions.
At the heart of everything we do, regardless of the format, the motivation is always to delight guests and clients with the most memorable experiences of their lives.
How do you ensure constant innovation in the highly competitive food industry you operate in?
This industry is constantly evolving, and it’s all about keeping up. One of the ways I stay inspired is by travelling every opportunity I get. Conversations with other restaurateurs, discussing challenges and wins, keep me grounded. Next is going to all kinds of places to eat whenever I travel – this could be a small shack on a beach, a food market or a fine dining restaurant; there’s always something to learn from every place I go to – sometimes it’s a really fun menu design, a coaster, a dish, a whiskey glass, a garnish, a bathroom door, a chandelier, the music, the service, literally anything. Inspiration can come from literally anywhere as long as one keeps their eyes and ears open. At some point, everything I’ve observed or gleaned over the years comes in handy.
You recently hosted Elon Musk’s mother, Maye Musk, at Masque. What do you do differently when catering to VVIP clients?
Honestly, I wanted to avoid cliches like “Every guest is a VVIP”, but it’s true! We already personalise the food, menus and any other touchpoints for guests whenever possible, and it’s no different for celebrity guests. Discretion is important for VVIP guests. Like everyone else, they come in to enjoy a meal or an evening with us; it’s our job to treat them with the same high standards of hospitality, best-in-class food and discretion we are known for.
What inspired you to start your newest venture, Bar Paradox? Why did you decide to enter the bar space after being in the food space for so long?
Paradox is my husband Aditya’s venture, more than mine. He wanted to start a bar since he was in college, over 25 years ago, and it’s finally seen the light of day. I couldn’t be happier for him and the team—I feel like we’ve all created something truly special.
What are some futuristic trends in the restaurant industry in India?
I feel like more bars will move into a speakeasy vibe and the trend of globally inspired small plates. At Paradox, too, we have small, shareable plates inspired by food from all over the world. And it’s a format that guests are absolutely loving, so we’re taking a great bet that’s worked out!
