SWARGAM

A TASTE OF PARADISE IN EVERY BITE

BY
AMEEN SIRAJ
 THE CONCEPT PAGE 02

The plan was always to start a fine dining spot in Malabar,

the culinary capital of Kerala. A space that is designed to
celebrate Kerala’s rich culinary traditions with a modern
twist. Specializing in non-vegetarian Kerala delicacies that
highlight the depth of local flavors, the menu will be
designed to cater to both locals and tourists. The name of
this fine establishment is Swargam which translates to
paradise.

With an emphasis on minimalistic yet visually appealing

décor, Swargam is designed to be both relaxing and
instagrammable, enhancing the ambiance while inviting
diners to capture and share their experiences.

Swargam aims to become a go-to destination for those

seeking an authentic yet refined Kerala dining experience,
merging tradition with modern appeal.

Sukoon
 THE PLAN PAGE 03
The culinary market in Malabar is growing and is highly
competitive. Hence a unique dining experience is required
to penetrate the market and sustain.

Swargam is located near Chaliyar river and hence easy

access to canoeing is available which you can keep as a
fine memory along with the magnificent culinary journey
you had. Swargam also offers both outdoor and indoor
dining experiences.

Swargam will be operational from 3 pm until midnight,

providing a luxurious yet intimate space for diners to enjoy
Kerala’s most iconic non-vegetarian dishes, artfully plated
with a modern aesthetic. Peace of Mind
 THE DESIGN PAGE 04
Swargam will be located in a medium-traffic area in
the Malappuram district with Chaliyar river in the
backdrop. The river can be accessed via a stairway
behind the restaurant.
The estimated size of the property will come around
2000-2500 square feet. The dining area will be sized
accordingly to accommodate 8-10 tables. There will
also be parking amenities for 6-8 cars.
Specializing in non-vegetarian Kerala delicacies, the
menu will consist of dishes made with fish, chicken,
mutton, beef, duck, prawns, and quail,
complemented by beloved Kerala staples like puttu,
appam, pathiri, porotta and rice. The beverage menu
will feature Kerala’s distinctive hot and cold drinks, Good Food, Good Life
alongside a selection of global options, catering to a
diverse palate.
Swargam will have both indoor and outdoor dining.
Swargam will also offer canoeing as a complimentary
experience along with dining (terms and conditions
apply).
 THE STEPS PAGE 05

Building Permit A building permit is an official approval required by the Kerala local government to construct or
modify buildings, ensuring they comply with safety, zoning, and environmental regulations.
Getting a building permit requires following a structured process that starts with collaborating with a
licensed architect or engineer to create site plans that meet Kerala’s Panchayat or Municipality
Building Rules.
The application can be submitted through the Sanketham portal. The application goes through site
inspections and multiple verifications by building inspectors and engineers to ensure compliance.
Once approved and the required fees are paid, the permit will be issued.

Trade License A trade license from the local municipal authority (e.g., the Panchayat or Corporation in Kerala)
allows the restaurant to operate legally within the area and is renewable annually.
Obtaining the trade license requires compliance with multiple different authorities. Water availability
has to be ensured along with water cleanliness which has to be tested and verified at the water
authority lab.
Health department’s clean surrounding certification has to be obtained from the clean city manager
at the municipality.
All of the staff need to have health cards issued by the district medical officer.
A working and efficient waste management system is also needed along with authorization from
FSSAI, state pollution control board and the fire and safety department. With all of these, one can
apply for the trade license.
 Signboard License To get a signboard license for a restaurant in
PAGE 06
Kerala, the application can be submitted through
the local municipality with the application
detailing the signboard’s design, location, and
supporting property documents.

Forecourt License A forecourt license is a permit that allows a business to use an outdoor area, typically in front
of the establishment, for outdoor dining and other activities.
The application can be submitted through the local municipal or panchayat offices, where it will
undergo inspection and review for compliance with safety, zoning, and public access
regulations​
Eating house License An Eating House License is a mandatory permit for restaurants in Kerala to
operate as public dining spaces, issued by the local police department to
ensure safety and regulatory compliance.
The application is to be submitted to the Commissioner of Police along with
the required documents, including identity and ownership proofs.
Music License In order to play copyrighted music, a license from Phonographic
Performance Limited (PPL) and the Indian Performing Rights Society (IPRS)
is required.
 The PFA License The PFA license (now FSSAI license) is mandatory for restaurants
in Kerala to ensure food safety standards and legal compliance.
PAGE 07 The application can be submitted via the FoSCoS portal by
submitting business details and necessary documents.

Cold Storage A cold storage license is required for Kerala restaurants that store
License perishable items like seafood and meat, ensuring compliance with
FSSAI food safety standards.
Application is to be submitted through the FSSAI portal with
necessary documents, including identity proof, business
registration, and a food safety management plan​.
Essential Commodities Act License The license can be obtained via the local office of the Department
of Consumer Affairs, by providing necessary documentation like
business registration and proof of premises.
The license allows the purchase and sale of essential
commodities legally.
GST Registration GST registration is mandatory for businesses in India that
have a turnover exceeding a specified threshold, including
restaurants.
The application can be submitted via the GST portal by
providing the business details, bank details etc.
BY AVERY DAVIS
THE MARKETING PAGE 05
PAGE 08
We will leverage social media platforms like Instagram to showcase the restaurant’s ambience, decor and
dishes. There will also be collaborations with influencers, food bloggers and the like to attract both local
patrons and tourists. Special promotions, such as seasonal delicacies and limited-time offers will also be
offered to maximize the customer base.

As part of the inaugural ceremony, we will be hosting a football tournament at a turf nearby Swargam. The
winners of the tournament will be awarded prize money and will be offered a buffet dining at Swargam. The
runner ups will be given exclusive vouchers. Also, as part of the opening, we will provide canoe rides to all the
couple who dine at Swargam in the first week at no additional charge (terms and conditions apply).

Billboards will be placed along key tourist routes nearby and local high-traffic areas with eye-catching visuals
showcasing the signature dishes, the elegant dining ambiance, and the canoe riding experience of Swargam.
Billboards will include QR codes for easy access to the restaurant’s website and social media pages, to forge
a direct connection with potential customers.
 THE FINANCING PAGE 09

The initial capital investment will primarily come from personal savings,
forming the foundation of Swargam. Additional funding will be secured
from family and friends in exchange for equity and shares. A
crowdfunding campaign will also be initiated to engage potential
patrons and investors aligned with our vision. Furthermore, we will
explore government grants or subsidies available to new businesses in
the hospitality sector, ensuring a solid financial foundation for the first
year of operations.

The monthly operational expenses which include the salaries of the

restaurant staff are expected to come around ₹400,000, which includes
chefs, servers, and management, whose allowances are approximately
₹25,000. Hence, the monthly operational expenses are expected to be
around ₹425,000. Additionally, rent and utilities are estimated at
₹150,000 per month, while raw materials and inventory will cost around
₹200,000, contributing to a total monthly operational cost of ₹350,000.

With the average meal price being ₹250 and an expected daily target of serving approximately 150 customers, we
expect a daily revenue target of ₹37,500, resulting in an annual revenue of approximately ₹13,687,500. With total
annual costs, including salaries, allowances, and operating expenses, still amounting to around ₹9,300,000, the
profit potential is robust.
 THE VISION PAGE 10

To mitigate potential risks in this venture, we will focus on establishing

strong relationships with local suppliers to manage fluctuations in food
costs to ensure consistent quality and pricing. Also, strong adherence to
health and safety regulations will be practiced to ensure a high quality
dining experience and to safeguard the health of both staff and
customers.

With a comprehensive strategy that emphasizes quality and community

engagement, we believe that Swargam is well-positioned to overcome
any challenges and capitalize on Kerala’s growing interest in fine dining
experiences. Through high standards of service, authentic cuisine, and a
carefully crafted ambiance, Swargam aims to become a distinguished
dining destination for both locals and tourists, ensuring long-term success
and profitability.

Y O U
Thank