Neelofar makes Chilli Chatney an authentic brand name

The owner of Chilli Chutney Restaurant at Streatham High Road and President of Pakistan Restaurant Association Neelofar Khan started her business some eight years back now owns three food outlets.  Chilli Chutney offers you authentic and contemporary Lahori food.  Neelofar is successfully maintaining balance between her professional engagements and family life and is in a way a role model for British Asian women. The Asians talked on her business and the problems she experienced during the course of becoming a successful person or business woman.

The Asians: Please tell us about yourself?
Neelofar Khan: I started Chilli Chutney restaurant in 2003 and today I have its three outlets. My husband has been very supportive from the very beginning. I have three children. My family is settled in Dubai. I am living here for the last 32 years but no other member of mynparental family lives here.

The Asians: When did you decide to start Chilli Chutney business?
Neelofar Khan: After coming here I did not sit idle and kept myself busy with studies and other engagements.  As my children grew up my intention to do some business took firmer root in my mind. I loved cooking and presenting dishes in different styles.  I was not sure that my business would prove so much successful. At first I supplied food to restaurants and then started receiving contracts from public sector. I started business in a very small space and worked with Pakistan High Commission and other organisations.

The Asians: How did you conceive the name Chilli Chutney?
Neelofar Khan: We wanted two-word name for our business that should also be easy for English people to speak but on the other hand it should also reflect the Asian culture and food. Then suddenly this name struck to my mind. It starts with double C which is easy to speak and became a brand name. But the company’s name is The Village Cuisine Ltd while Chilli Chutney is its brand name.

The Asians: Didn’t the problems deter you to begin with?
Neelofar Khan:  Had I thought of difficulties I would not have entered into it. The predicaments are part of life. The present economic crunch has made business difficult. Banks don’t give loans and if at all they do it is difficult to avail.

The Asians: Being a woman how did you manage to win a place in the market?
Neelofar Khan:  In my opinion it is necessary to participate in charity work alongside business. I am member of the council and other public sector bodies. All these connections help you to make place in the market. I work with complete honesty that is why I get 200 per cent return. I have a very good team and we all work together. Some of them left us but now they wanted to return.

The Asians: What is the specialty of Chilli Chutney that distinct it from others?
Neelofar Khan: The main difference is that we run the business at corporate level and not as a corner shop or restaurant. We are member of many important organisations for which we have to abide by certain rules and regulations. Although only 20 to 25 staff work with us but our way of working is that of a corporate or big group level, whether it is catering or restaurant. We follow all rules and regulations and maintain higher standard of hygiene which makes us different from others.  I would love to see all other restaurants to do the same. Our chefs are from Lahore and bring you the best combination of fresh spices and herbs in their recipes. Their dishes are freshly cooked to order. There are no artificial additives or colourings used. Their specialities are succulent barbecue dishes and naan breads freshly baked in clay oven in the open kitchen.

The Asians: You are also president of Pakistan Restaurant Association. Please let us know about it?
Neelofar Khan: Its patron is the High Commissioner of Pakistan, but it has not yet so developed. It has two objectives. Firstly to promote Pakistani cuisines in the mainstream and secondly to resolve all regulatory issues with the UK Border Agency whether it relates to Border Agency or health and safety.  We are working to increase its membership. Presently neither it has any funding nor is it working as a regular organisation.

The Asians: What problems do you confront in implementation of rules and regulation?
Neelofar Khan: We have rules and laws for food hygiene in this country but some do not follow them. Everything is on paper. For example you cannot sell stale food. Expiry date should appear on every food. Although some food standard agency could provide information about food hygiene and rules and regulations, but in my opinion our people needed to be educated on the subject. Anyone who feels some problems he could get information from food standard agency or health officer who would certainly help him out.

The Asians: What items Chilli Chutney offers?
Neelofar Khan: The main branch is Streatham High Road Branch which consists of complete Lahori cuisines. These included Kabab, tikkay, nan, biryani, quorma, fish and prawns. There is a small frozen food take away outlet in Allders Departmental store in Croydon where people purchase food at lunch time. We are the only one who sells Halal food in Waterloo branch in front of London Eye. We also have to take care of continental customers’ requirements. We serve fish and chips and halal burger while complete English breakfast and cream teas are also available, besides our all main traditional Lahori dishes. We also serve outdoor catering and arrange food at marriage parties, business meetings and other functions.

The Asians: There are restaurants and fast food outlets at High Streets. Do they all follow hygiene and other rules and regulations?
Neelofar Khan: Unfortunately our people do not pay attention to brand name and food quality in a bid to earn as much as they can in a shorter time. In food industry there are big names from our community but there are some who care little about long term business planning.

The Asians: Who controls British food industry?
Neelofar Khan: Indians and there is no two opinions about it, the reason for which is that we don’t do long term planning. Women usually like to do professional jobs. In my opinion very few women from our community are in food or catering business. On the other hand men dominate the business as all good chefs are male.

The Asians: Does economic recession affect your business?
Neelofar Khan: Yes. But we had started express food business much before the crisis set in that did not let us feel the brunt to that extent. We are launching a new business idea of ‘Tea corner’ in a departmental store by the end of this month where continental and Pakistani cuisines would be on sale. Fifty varieties of tea will also be available there. We had started work on a variety of business ideas much before. Had we remained limited to fine and down we would have packed up by now. Secondly we also paid attention to outdoor catering to retain business.

The Asians: Did you face any problem about skilled chefs and staff?
Neelofar Khan:  We had ‘A’ grade sponsor licence from the first day due to which we did not face any problem and despite recession, we had to appoint more chefs. The new government has announced quota system but it is not yet clear as to how would it be implemented. It seems that the small Pakistani, Korean, Sri Lankan Bangladeshi, Chinese and Indian restaurants would be its soft targets.  The government is still undecided about the immigration issue. If the government does so it would be very dangerous for the economy as curry industry is like an important segment of British economy..

The Asians: How do you give time to your family being a business woman?
Neelofar Khan: My husband has been a great support for me from the very beginning. Both my children go to university while the youngest is in school. If the time is utilized in a judicious manner, I think there would be no problem. In my business it is an advantage that I could use my time according to my own requirements. I have much time to spare for my children.

The Asians: Is there any aptitude in your children to join this business?
Neelofar Khan: Keeping in view their present mind set they would like to opt for professional jobs. May be one day they could develop some interest in this business but they still are studying.  The conditions for small business in this country are becoming more and more difficult. The atmosphere for them would become more unfavourable as more regulations are coming from Europe.

The Asians: What suggestion would you like to give women in this business?
Neelofar Khan: At first they should pay attention to business plan and selection of team. You should have good lawyer and accountant. The most important of all is to go according to law and rules and try not to hide anything and concentrate on promotion of their brand name and products.