“The most significant lesson I’ve learned is the power of listening to our clients. Every event is unique, and understanding each client’s vision and expectations is crucial to creating unforgettable experiences.”
Known for his innovation in mixology, Sanchayan Jana is the Founder and Director of Bittersweet Hospitality, a leading name in North India beverage catering and hospitality services. Over the last 12 years, he has established a name for himself for being the preferred partner for corporate events, music festivals, weddings, and private functions.
Before founding Bittersweet Hospitality, Sanchayan made sure to learn from his previous roles in some of India’s top hospitality brands as the Head Mixologist at ITC Hotels, Corporate Mixologist at Big Fish Ventures, Beverage Manager at Olive Bar & Kitchen, and Head Mixologist at Pra Pra Prank & Prankster. Previously, he also worked as the Beverage Innovation Manager for Monin, North India, as Head Bartender at Oberoi Hotels, as a Bartender at Park Hotels, and as a Trainee Bartender at Hyatt Regency.
The Gap in the Market
Starting a venture often needs an initial push. In a freewheeling chat with Entrepreneurs Today, he talks about what led him to found Bittersweet Hospitality. He reveals,
“During the pandemic, I quit my job and came back to Delhi and realised the potential gap in the market, and that was the beginning of the thought and the access to the right kind of people & information in the industry which helped me a lot in my beginning.”
The Services
Bittersweet Hospitality is currently equipped to manage events of any scale, be it intimate gatherings or large-scale functions for hosting more than 10,000 guests. As Sanchayan says,
“Few competitors in the industry can match this scale and adaptability with consistent results.”
Till now, their portfolio includes corporate events, promotional activities, product launches, and grand weddings. Sanchayan further adds,
“Our approach is all about understanding each client’s vision and personalising solutions to bring it to life. This level of customisation ensures that every event reflects the client’s unique style and aspirations, creating a highly memorable experience.”
With their professional approach and a trained and courteous team, they have far exceeded the expectations of their clients and have carved a name for themselves for their reliability and tailoring solutions for the vision of each client. Over the last few years, this has resulted in long term relationships with their clients that led to repeat business from high-profile clients.
Some of the services they are known for are:
- Corporate events for brands that are looking to up their game in brand visibility and engagement.
- Music festivals that are not only large-scale but have also got the drip.
- Weddings and private functions that are truly memorable.
It is a well-known fact that Sanchayan’s expertise in his craft has positioned him as an inspiration amongst fellow bartenders, often pushing others in the business to break through the boundaries of traditional beverage services. Sanchayan shares,
“With expertise in beverage catering, we bring an elevated focus on crafting unique, high-quality drink experiences that enhance the overall event. From corporate cocktails to wedding-themed signature drinks, we ensure to deliver more than just standard catering services.”
Troubled Waters
One of the major challenges Sanchayan Faced was to break into an industry that is already saturated in North India. As a result, dodging the scepticism proved to be difficult since they had to build their credibility from scratch. Speaking of what helped them overcome the challenge, he says,
“We focused on delivering unparalleled service at every opportunity, starting with smaller events and gradually building a portfolio of successful projects. Positive client feedback, word-of-mouth referrals, and showcasing our work through social media helped build credibility over time.”
Early on, Bittersweet Hospitality also found it difficult to manage events that are large scale. Hosting events with over 10,000 guests with proper coordination and management is no easy feat. The trick that did wonders for Sanchayan was to invest in human resources. As he mentions,
“We invested in a well-trained, scalable team and collaborated with trusted vendors and suppliers who could handle large volumes. By implementing meticulous planning processes and leveraging technology for real-time updates and coordination, we ensured smooth operations.”
Each event equals to working with different kind of clients, which calls for one to tailor and meet their expectations based on their specific needs. Jumping on one event to another and meeting diverse expectations with consistency was toilsome. Sanchayan shares the key to handling such situations. He asserts,
“We adopted a flexible, client-first approach by working closely with clients to understand their vision. Our team’s versatility and training allowed us to tailor our services for each event, from sophisticated corporate setups to vibrant festival vibes.”
As of today, as the company is growing, Sanchayan says that making sure that they continue to uphold their signature task is an arduous task. He remarks,
“We implemented robust quality control measures and established standard operating procedures (SOPs) to ensure consistency. Regular staff training and fostering a culture of excellence within the team were instrumental in maintaining high service standards.”
Celebrating Feats
A trusted name in the event and beverage catering industry, the company has come a long way.
Some of Sanchayan’s most prominent achievements include winning the Beluga Signature Bartending Competition (India, 2019), Glenfiddich Most Experimental Bartender (2018), and War of Spirits (2014).
He was also a finalist in the Bacardi Legacy India competition (2018) and the Monin Cup National Finals (2013). Additionally, he earned gold and silver medals for Most Innovative Bartender at the Mixology Flair Camp in 2018 and 2019.
In terms of other milestones, the company has earned high client satisfaction, demonstrated by a strong Net Promoter Score (NPS), a substantial rate of repeat business, and a steady influx of referrals. Financially, it has shown consistent year-on-year revenue growth, improved profit margins, and increased revenue per event.
Operationally, Bittersweet Hospitality has successfully executed hundreds of events, managing guest lists of up to 10,000 while maintaining high guest engagement and positive feedback. The team has achieved low attrition rates and consistently received praise for seamless event execution. The company’s brand presence has also grown significantly, with recognition in media, social media growth, and industry accolades.
The company’s commitment to operational excellence is evident in its adherence to timelines, low incident rates, and adoption of new technologies and trends. The acquisition of high-profile clients and the successful execution of marquee events are some other milestones.
A New Dawn
Near the end of the conversation, Sanchayan shares the ambitious plans he has for the future. Some of his plans include working on innovations, sustainability, technology, and team development.
He is also looking forward to introducing catering that are more wellness focused along with immersive mixology experiences, and themed event packages which will cater to unique client preferences while collaborating with wellness expert.
Additionally, they have plans to improve their operational efficiency and guest experience with new management software and AI to make way for virtual events.
Finally, Sanchayan believes that human resources is of utmost importance and they are going to commit fully to expanding the skillsets of the teams with training programs and other growth opportunities.
