Lalit to market Baluchi separately, take it abroad

Idea of creating a separate identity may have come from Lalit's newly opened London property

The Lalit Suri Hospitality Group is trying to do with its pan-Indian restaurant Baluchi what diversified conglomerate ITC had once done with its iconic Bukhara restaurant, carving out a separate identity and taking it to foreign shores. 

"Baluchi will have its own identity, its own website. The marketing and public relations for Baluchi and the hotel will run parallely," said Keshav Suri, executive director of the Lalit Suri Hospitality Group.

Baluchi is now housed in six of the 13 properties owned by the group, but their numbers will grow. 

"Kolkata, too, will have a Baluchi soon," Suri said.

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