Chef Saransh Goila has become a significant figure in India’s culinary scene, best known for his signature Goila Butter Chicken—a dish that has now expanded to over 100 outlets across the globe. But Goila’s journey is anything but a standard success story. Starting his culinary adventure in Delhi, he quickly gained attention not just for his food, but for his engaging personality and innovative approach to traditional Indian cuisine; often playing with local cuisine in fun and exciting ways.
Goila’s rise to fame was accelerated by his active social media presence, where he now boasts 1.3 million followers on Instagram, making him one of the most influential chefs in the digital space. His journey into the culinary world began with a victory on the reality show Food Food Maha Challenge in 2011, judged by Sanjeev Kapoor and Madhuri Dixit. From there, he went on to host shows, write a cookbook, and ultimately create the butter chicken that would define his brand.
In this candid chat, Goila opens up about his early days, the challenges of turning a popular recipe into a global brand, and his thoughts on what makes the perfect butter chicken. Excerpts:
Can you take us back to the early days of Goila Butter Chicken? What was happening in your life when you launched this now-iconic dish?
In June 2016, we launched Goila Butter Chicken, but honestly, the seeds for the venture were planted many years before that. The recipe itself originated from a paneer dish I created for my vegetarian parents. They would often complain that butter paneer wasn’t as satisfying as butter chicken. So, I tweaked the recipe by reducing the cream and butter, adding cashews for a balanced creaminess, and using fresh tomatoes instead of tomato puree. I also introduced a smoking technique to the gravy, which I learned during my college days. What started as a simple recipe for my family gained popularity within my community in Delhi. Later, after I moved to Mumbai, it became a hit at the pop-ups I hosted, and by 2016, the demand was so high that it was almost impossible not to think of it as a brand.
How did the business evolve from a single outlet to over 100 globally?
Initially, we were very focused on keeping the business small and exclusive. We opened our first kitchen in Andheri, Mumbai, and the demand quickly outpaced our capacity. We were only open for dinner, but we’d be sold out by 8 or 9 PM every night. It became clear that we needed to scale to meet the demand. We opened a second kitchen in Bandra, and then things really started to take off. However, the challenge was maintaining consistency across multiple outlets. Running a food business isn’t just about cooking great food; it’s about managing operations, vendors, HR, and much more. We had to think differently about scaling, and that’s when we started partnering with experts who could help us grow strategically.
What challenges did you face when transitioning from a chef to an entrepreneur?
The transition was tough. As chefs, we often believe that because we can cook great food, we can run a great restaurant. But running a business requires a completely different skill set. My co-founder, Vivek, had experience running restaurants, so he took on the operations side, while I focused on brand development, marketing, and menu creation. It took me about three years to truly trust the team on the floor and step back from day-to-day operations. It’s a common struggle for chefs to let go because we’re so attached to our creations, but it’s necessary if you want to scale.
Did you ever imagine that Goila Butter Chicken would grow to this scale?
Honestly, when we started, we didn’t have a grand vision for scaling. We were focused on getting the first outlet right. But the demand was overwhelming, and we realised that we had to expand. The first milestone was opening a second outlet, and then the challenge became how to maintain quality and consistency as we grew. By the time we hit 100 outlets, it was surreal. Each milestone felt like a new beginning, and with every new outlet, we learned something new about the business. The pandemic was a tough time for us, but it also pushed us to innovate, like opening a delivery kitchen in London and exploring new markets.
How did you approach scaling your business, especially reaching milestones like your 10th or 100th outlet?
Scaling was a gradual process for us. After opening our second kitchen in Bandra, we faced the challenge of consistency. Food was being cooked in Andheri and transported to Bandra, and we quickly realised that this wasn’t sustainable due to temperature abuse and quality control issues. We had to rethink our strategy. One major turning point was when we started partnering with delivery platforms like Swiggy and Zomato, who were just starting to invest heavily in the delivery segment. This partnership allowed us to grow faster because it aligned with our model of being a delivery-first brand. By reinvesting profits from our initial outlets, we were able to open more kitchens with minimal capital. Eventually, we met industry experts who helped us refine our model, focusing on consistency and scalability. One such person was Karan Tanna, who brought a data-driven approach to our business, helping us understand customer behavior, optimize operations, and scale more effectively.
What are some of the common mistakes or missteps you’ve seen in how others prepare butter chicken?
One of the most common mistakes is using tomato puree out of a pack instead of fresh tomatoes. This might seem like a small detail, but it makes a huge difference in the taste. Fresh tomatoes have a natural sweetness and acidity that processed tomato puree simply can’t replicate. Another misstep is overcrowding the gravy with cream and butter, which can make the dish too heavy and mask the flavour of the tomatoes. The balance is crucial—too much cream and butter, and you lose the essence of the dish. Finally, the chicken itself must be cooked in a tandoor. Boiled or oven-cooked chicken just doesn’t give you the same texture or flavour. These may seem like small details, but they’re critical in creating a truly great butter chicken.
Butter chicken has deep cultural roots, especially in Delhi where you’re from. How do you think your version stands out?
Butter chicken is a dish that everyone has a personal connection to, and that makes it challenging to create a version that pleases everyone. We decided early on that we wouldn’t try to replicate what people expect but rather create something new that still feels familiar. Our butter chicken is less creamy and more balanced, with a slightly smoky flavour that sets it apart. We also use fresh, desi tomatoes for a natural sweetness and tang, rather than relying on heavy cream and butter. It’s a version that resonates with a younger audience who might not have grown up with the traditional versions but are open to trying something different.
With so many variations of butter chicken out there, how do you ensure consistency across all your outlets, especially internationally?
Consistency is key, especially when you’re scaling a brand. We’ve worked hard to develop processes that ensure the same taste and quality across all our outlets. In London, for example, it took us a while to find the right team who could maintain the standards we set. We also had to adapt to local ingredients while keeping the essence of the dish intact. It’s a continuous process of refining and improving, but we’ve stayed true to the original recipe and cooking methods, which is why our customers keep coming back.
What’s next for Goila Butter Chicken? How do you see the brand evolving in the coming years?
We’ve already expanded globally, and that’s a huge milestone. But we’re not stopping here. Our focus now is on maintaining the quality and consistency that got us here, while continuing to explore new markets and innovate our offerings. We’ve also started experimenting with meal kits and other products that allow people to enjoy Goila Butter Chicken at home, no matter where they are. The goal is to keep growing without losing the essence of what makes Goila Butter Chicken special. It’s a journey, and we’re excited about where it will take us next.
