Out of business in a few days

Being out of business in just a few days is not such a bad thing anymore. Pop-up establishments that come up suddenly at an unexpected spot for a limited time are mushrooming in Mumbai for reasons ranging from cheap rentals to creating curiosity for a yet-to-be launched product. Sowmya Rajaram meets the temporary set

Four months after the two hosted their first vegetarian dinner at this terrace residence that belongs to a friend, the going is good. Strangely, they don't see a reason to turn it into a full-fledged commercial venture.

"In this setting, food is respected, and so are we. Those who drop by ask us if we need help, even though we charge them for the meal. I doubt they'd do that at a restaurant in India, where the economic distinction between those who serve and those who are served, is stark," says Joignant about strangers dropping by like guests in their home for vegetarian-only suppers, usually on Fridays.

Lodhia, a Canadian resident of Indian origin met Joignant, his French partner, while on a holiday in Rishikesh. On a sabbatical to travel through India, the two have made a pit-stop in Mumbai before they head back home next month.

Mumbai is suddenly playing host to entrepreneurs and businesses that are trying out the pop-up model. Reasons range from experimentation to innovation, and even plain economics.

Premium Japan stocked the world-famous Kokkoman soy sauce (Rs 294)
and Green tea Matcha syrup (Rs 440) that can be poured over your ice cream.
Pic/Bipin Kokate

Also called pop-up retail, the initiative involves setting up short-term sales spaces. Already a phenomenon in America and London, pop ups help cut down costs and give customers a sneak preview of things to come.

More than Sushi
Like Premium Japan. The pop-up shop that stocked Japanese foods and ingredients at Hypercity mall in Malad, and the Warden Road, Bandra and Powai branches of Godrej Nature's Basket, was an initiative by MaidoIndia, a firm that seeks to bring Japan closer to India through food, art and culture.

The stores that were open for business from January 29 to March 20 this year, hoped to "break the monotony and fatigue level of consumers through temporary options," says Mohit Khattar, Managing Director.

The 23 year-old entrepreneur behind MaidoIndia, Anuj Jodhani collaborated with the Ministry Of Agriculture, Forestry and Fisheries of Japan and Mitsubishi Research and Consulting to import over 30 different varieties of products ranging from Snacky Nori (made of dried seaweed) to sauces like Yuzu Pepper Paste, Korokke Sauce, and salty Mineral Candy, Green Tea jelly, fish stalk, dried fish scales and Sake.

In the month-long period that it was open for business, Premium Japan saw terrific sales, with Jodhani claiming that Udon noodles (made of wheat flour, and as thick as spaghetti) and Miso (soya bean) vegetable soup flying off the shelf.

"Usually, we operate with 4,000-odd products, and it sometimes gets challenging to highlight specific new entrants or unique product categories. Putting them up in a pop-up format highlights the best and guarantees that consumers will take a look," explains Khattar.

Last year, MaidoIndia offered Mumbai, the Everything Japan Shop, a pop-up boutique housed inside the shopping arcade of a five-star in Santacruz. Japanese lacquerware, a high end home decor range and crafts were up for sale. "It was set up as a temp. We call these establishments 'antenna shops' because they enable test marketing. There are so many unknowns in the market. A pop up gives us the opportunity to test waters," says Jodhani.

Testing ground for bed linen
From Japan to Phoolan Devi. Relax, we mean uber-luxe home d ufffdcor store Bandit Queen. Yamini Namjoshi, brand manager with the Mumbai and Milan-based luxury interiors boutique says they created a pop up during Diwali last year to highlight their unique 'glow-in-the-dark' bed linen collection.

"When the opportunity came up for Bandit Queen to do something in an unusual and beautiful space available to us, we thought about how best to use it and decided to create a temporary store, themed as our 'Verandah in the City'," she explains.

And it served a dual purpose. To tide over customers till their new store opened in Lalbaug, they launched the pop up across from their original showroom in Byculla.

The reaction, as expected, was of intrigue and delight. "To be enveloped in a white glow within a dark pod, which has emerged in an unexpected location, and will exist for a limited time only ufffd it heightened the whole experience. And it was interesting to see how human appreciation increases for an experience that's not everlasting," recalls Namjoshi.

In November last year, design studio Obataimu with a base in New York and Tokyo, launched a 'capsule' collection that was stocked at Colaba boutique Bombay Electric for three months. The yet-to-come-to-Indian-shores studio tested waters by showcasing an eclectic range of products that included funky yoga chairs and a 60-piece 'cloud cotton' range, pre-washed and treated with an enzyme to give it the stayed-in feel we all love.
Kolkata-based fashion designer Kiran Uttam Ghosh who has been setting up pop-up stores across the country since last year, says piquing customer curiosity is a pop up's biggest strength. The Mumbai pop up was launched this January and stocked accessories including clutches, laptop cases, shawls and tees. "Customers are intrigued because they see something new.

There is spontaneity and freshness that's associated with a pop up because it's temporary. When I put myself in a customer's shoes, I see that I am attracted to something that's clever, not boringu00a0-- which is exactly what a pop up is."

Agreement across the universe
That's also the idea behind most pop-up establishments that spring up abroad. Supper clubs like The Ghetto Gourmet and Red Box Bistro are already serious business in the US, and have gathered a loyal following. Almost a guerrilla experience, these underground eating experiences are exclusive and by-invite-only. Just like Umami.

Because, like Lodhia says, the idea is to "get good people to meet over good food and create something good from it". "It's about the experience, not the money, which is why the guest list is screened. We believe in the sustainability of vegetarian food, and want to share that with people who enjoy and understand our philosophy," he says.

For Joignant, the terrace is a space where the two are able to bring back the sacred family meal time experience with others who value the experience of eating together without rushing.

No wonder then that Umami believes in using organic ingredients sourced by the hosts themselves.
London-based Savoy Truffle Supper Club is a little like that. A by-invite-only soiree for friends, it's an attempt by hosts Alison and Guv Tyler to bring back the intimacy and warmth of good food shared in a leisurely atmosphere.

"Held on an impromptu basis, each night is uniqueu00a0-- the menu and venue can change at the last minuteu00a0-- but the food is always seasonal and the setting stylish," is how Guv puts it on their website. Joignant agrees: "Although our dinners usually take place on Fridays, the pop up format means that we can alter plans when we want, the way we want."

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