Noida: When Sahib Singh launched Growl in 2022, a restropub nestled in Noida’s Gardens Galleria that stands right opposite DLF Mall of India — the busiest shopping destination in the NCR town — it was a dream come true for the 21-year-old entrepreneur. The Instagram-friendly decor, colourful cocktails, groovy Bollywood beats and affordable menu swiftly captured the hearts of partygoers from all across the NCR. On weekends, the rush at Growl was such that bar hoppers were willing to wait for hours to be accommodated at a table.
Singh’s dream run was short-lived, and in about a year, Growl ran into losses. His relentless efforts to keep his place afloat eventually failed last month as Growl became one among the many restaurants and bars in Noida to go out of business.
“It was my brainchild, a testament to my capabilities, but after enduring losses for five months, we had to make the difficult decision of ceasing operations,” said Singh in a sombre tone. He identifies various factors contributing to the decline — stringent regulations and frequent police inspections topped the list. “The prohibition on hookah service in Noida impacted our business,” said the young entrepreneur, recounting their futile efforts towards petitioning legalisation.
He further expressed frustration over the mall’s restrictive operating hours, which force establishments to shut shop by 1 am, just when the party scene in Delhi and Gurugram begins to peak. Excessive police scrutiny of patrons outside the mall is another concern. “Customers who spend good money expect a hassle-free experience.”
It took a long time for Noida nightlife to actually take off, it was always seen as Delhi’s poor cousin when it came to entertainment. Noida residents just ended up coming to Delhi to hang out. But even after it finally did take off after the pandemic, the restaurants and pubs are still struggling to stay afloat. The big Noida reveal is that only casual, inexpensive cafes flourish with the working youth, not fancy bars and restaurants. What doesn’t help is UP’s restrictions on hours and hookahs.
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Declining footfall
In mid-2021, when the world was slowly coming out of lockdown cycles, Noida re-invented its party scene big time, tapping into the pent-up demand of the city’s young. And the boom came at Gardens Galleria, a sleepy mall that was struggling to stay relevant even before the pandemic hit. But Noida’s party hub hasn’t been able to consolidate on the early gains. Gardens Galleria is losing its charm among patrons, not just restaurateurs.
“It is a decent place, but I prefer going to Delhi because of the variety. Even though Galleria has numerous options, they all are more-or less the same. Changing interiors and picking out unique names for the dishes won’t make any difference,” said 35-year-old Paras Arora, a web developer, who lives in Noida Sector 100.
Another visitor, Simran Ahuja, 29, a home baker, told ThePrint that “Baarish, a fine-dine restaurant, was my go-to place for coffee sessions with my girl gang, but due to less footfall, they have also shut shop.” As quickly as new outlets danced onto the scene, others tiptoed out, leaving behind a trail of quiet corners and forgotten flavours.
Sector 104, one of the major cafe hubs that emerged three years ago now seems to be saturating. Many outlets welcome you with empty chairs languishing amid stunning décor, lively tunes, and elusive managers.
“Back when there were only a handful of players in this market, it was bustling with activity. Day or night, there was always a crowd. But now, footfall has dwindled. Don’t be fooled by the parked vehicles; most of them belong to the shop owners,” said a 41-year-old guard, who has been patrolling the market for over four years.
Gardens Galleria is a decent place, but I prefer going to Delhi because
of the variety. Even though Galleria has numerous options, they all are more-or less the same. Changing interiors and picking out unique names for the
dishes won’t make any difference
— Paras Arora, a web developer, who lives in Noida Sector 100.
Nestled in the busy sector 104, is cafe ‘Pebbles’. Once appreciated for its charming décor and delectable South East Asian cuisine, the place now struggles to stay afloat in this fiercely competitive market. Two years ago, when Pebbles opened its doors, influencers and bloggers frequented the place, and the kitchen buzzed with activity even on weekdays. It’s eerily quiet on a Saturday evening. “Yet, we show up every day, clinging on to the hope that the market will rediscover its vibrancy,” said Sonu, the manager.
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Parking woes…and the missing sustainable model
Shubham Chaudhary, the proprietor of CheezO, doesn’t mince words when discussing the market’s downturn. “It all started in June 2023. The parking problem, which persisted for eight months until National Restaurant Association of India (NRAI) intervened in January 2024, cost us a significant portion of our customer base,” he said.
The police were issuing Rs 2,000 fines for unauthorised parking. Chaudhary, who has been living in Noida for over a decade, pointed out the fickle loyalty of consumers. “Here, consumers look for the best deal, even if it’s saving them only Rs 50. Due to the many options in this market, visitors do ‘cafe/restaurant hopping’ to scan menus, compare prices, and then pick out the best deal. They even ask for extra discounts. What will I be left with if I give a 15-20 percent off on a bill of Rs 2,000?”
We understand the buying habits of the Noida crowd—they seek reasonable quantity and quality of food at a fair price
— Santosh Joshi, general manager, Chelvies Coffee
According to him, the primary reason outlets close within a few months or a year is the “lack of knowledge about the kitchen, customers, and food procurement.” Investing in the restaurant business has become popular today, “but investors often overlook that service cannot be compromised in the hospitality industry. Everything must be top-notch, and the competition is fierce.” As he spoke, Chaudhary opened a food delivery app to demonstrate that over 2,200 cafes and restaurants are delivering within an eight-kilometre radius.
But there are segments that seem to be flourishing in a thin margin market such as Noida. According to Ashish Kushwaha, owner of The Black Coffee Cafe in Sector 37, it’s more of a “strategic” play where restaurant owners need to find a USP, something that sets them apart at the same time is sustainable. Fitting right into Kushwaha’s definition is Chelvis Coffee House, which is defying the downward trend in sector 104 market. “We understand the buying habits of the Noida crowd—they seek reasonable quantity and quality of food at a fair price,” said Santosh Joshi, general manager, Chelvies Coffee.
Their concept of ‘Work From Chelvies’ has attracted a crowd, especially those working in a hybrid model. Their cozy bunker-style seating, complemented by traditional tables and chairs, has earned it a loyal customer base. “I’ve been working from Chelvies Coffee for the past four to five months,” said Rishabh Mishra, a freelance consultant by profession. “Whenever I feel bored at home or my motivation to work wanes, I come here. Moreover, it’s easy on my pocket.”
The market has matured into different segments, targeting a specific customer base, which earlier was just a big pool of customers
— Sachin Pabreja, co-founder, EazyDiner
Others that have been able to keep the kitchen hot are those in the business of serving traditional menu. The list includes outlets such as Dasaprakash, Karigari, Cafe Athyeka, Punjab Grill, Karim’s, Spezia Bistro and The Yellow Door. What makes them stand out is the food experience, said Ayush Dwivedy, a restaurateur, who runs Clingue in Garden Galleria. “They are also the pioneers of Noida’s cafe and restaurant culture; they have been around for some time and have a brand image that new players cannot take away.”
Industry representatives cited some of the main reasons why Noida is unable to compete with Gurgaon’s CyberHub or Delhi’s Connaught Place. “The market has matured into different segments, targeting a specific customer base, which earlier was just a big pool of customers,” said Sachin Pabreja, co-founder, EazyDiner. According to him, all-day cafes do well in malls, nightlife works in Garden Galleria, and areas like Sector 104 and Gaur City Center are for ‘value for money’ seekers.
On the other hand, Varun Khera, Head, NRAI Noida Chapter said, “the café culture in Noida has reached its peak” with innovation and creativity having saturated. “It needs fresh efforts for all existing brands to renew their product, services and experiences to garner more repeat customers.”
Customer connection is key and sharing experiences within the community does ease the burden, said Khera adding that new players can choose the franchise route to hedge their bets.
(Edited by Anurag Chaubey)