Sehajbir Singh Sidhu is the innovator who brought The Brew Estate to tricity Chandigarh. It is the largest F&B establishment and serves beer variants sourced from Germany and Belgium. Following the success of Night Factory another venture, which was basically one of a kind in Chandigarh, Sehajbir envisaged this place where people could find good food at good price.
After establishing the night food delivery services, he brainstormed, outsourced and created this hangout with beer garden in the prime location of Chandigarh within three months. Learn more about his muse and challenges in this interview with Yo!Success.
Please provide a brief overview of your product/ service.
The Brew Estate is the largest F&B establishment in the tricity. We are a microbrewery currently serving four variants of beer that have been sourced from Germany and Belgium. A few more are planned. Upon entering, a café-style seating welcomes you with an open kitchen and the bar is set on the backdrop of the brewing tanks. The walls are garnished with popular culture artwork. The basement is a lounge with a small stage – good music and happy conversations are the focus here, and we are not chasing the discotheque culture. Our Beer Garden is perhaps the only place of its kind in the city, with a fountain made out of beer taps, an open wood oven, cabanas, lounge chairs and a projector – it is the perfect place to chill out. Behind the Beer Garden is another lounge seating where the focus is on corporate get-togethers or private luncheons.
What inspired you to build the above product/ service?
Two factors: I did not find any place in the Tri-City of Chandigarh which gave good food, beverages and ambiance at value-for-money prices. Secondly, my having built “The Night Factory”, Chandigarh’s first night food-delivery service convinced me that rather than complaining, I should go out there in the middle and fulfill a glaring market need.
What is your life mantra?
“Think Big, Start Small” and “Challenge the Axioms”
What was the most challenging part of your journey till now?
Resourcing everything associated to the project in a very tight time frame of three and a half months and getting it executed, selecting the right variants of beer that would be welcomed by the regional palate, and furnishing 10,000 square feet of space into an area that would be appealing to youngsters, families, the corporate crowd, even my own grandparents!
How did you overcome those challenges?
Intensive research, a lot of arguments with my consultants and sourcing all the materials personally. I think the best way to overcome any challenge in a business is to be personally involved with an awareness of what is best after doing the proper research.
Share some details about the investments that you have been able to fetch for the business till now.
The venture is essentially privately-funded by the various partners and small modicum of bank-debt. We have not gone after Venture Capitalists since we do not want to dilute our equity. Although we have been in operation for barely a week, we are already beginning to get serious franchisee inquiries.
How do you protect yourself from the problem of Brain Drain?
We pay a little above the industry-average but it is my believe that you get to retain your key employees not merely on the basis of remuneration but also genuine respect for the professional and that uploads his/ her dignity as an individual.
Also we have regular training sessions for every staff member. Beyond that, we provide an excellent working environment and have a system of performance-based incentives in place. That helps everyone in the team get a sense of ownership, which inspires them to perform better. I personally meet everyone and give a briefing to the entire staff twice a week, as well.
We share credit and do not apportion the blame.
According to you, what are the three qualities an individual must have to achieve success?
1) Dedication towards your goals.
2) Sincerity towards your work.
3) Humility.
Which online tools/ services/ apps do you use the most and would like to recommend as well?
We are fully automated as regards billing and inventory management as well as the pay-roll system. We also rely heavily on Social media to attract foot-falls. Our mobile app shall be up and running soon. To be more specific Facebook, Zomato and Google adwords is something we invest in the most
Share any one habit which you think makes you more productive.
Prioritizing my schedule but more importantly, scheduling my priorities.
Share any one habit which you wish to change in yourself.
Wish I could begin my day early but the hours are such that one cannot but be awake till late at night.
Answer in less than 50 words
Be clear about what you want and keep a good set of people in your team – it is very important to have skilled individuals you can trust on your side
- One mistake you believe every individual must avoid:
Copy cats do not do far; be original. be authentic.
- One most important lesson that you have learnt till now:
Never go against your gut feeling and intuition, irrespective of the advice of experienced consultants and experts in the filed.
What are your plans for next 3 years?
I wish to see The Brew Estate become the Best Microbrewery Brand in the country. And by the end of the third year, I wish to have at least five other ventures across the country.
If you get a chance to start your career again what would you do differently this time?
I have no regrets. I would start no differently but learn from my mistakes.
What are your top three getaway destinations?
Lucerne, Miami and Monaco.
Share a quote that inspires you the most.
“The gateway to success may not be a locked door. It may just be an automatic door; stride confidently.”
