‘1940 India by Azad’ launched in Kerala: A Tribute to Authentic Indian Flavours and Culinary Heritage

 Azad Corporate House, an 85-year-old legacy and one of India’s oldest names in the food industry, has launched ‘1940 India by Azad’ – the country’s first Slow Food Fast Service Ethnic Restaurant chain – in Kerala. Under the brand line ‘Great Indian Desi Tastes,’ 1940 India by Azad celebrates and amplifies the rich traditions and authentic essence of Indian cuisine.

The concept behind the new brand is to celebrate healthy eating and authentic Indian flavors. It also aims to reconnect the younger Indian generation with traditional tastes and encourage the inclusion of these time-honored flavors in their regular, health-conscious diets.

The new brand was developed under Azad Corporate by the Managing Directors of various business verticals – Mahin Azad, Wazim Azad, and Ozman Azad – under the leadership and guidance of Chairman Abdul Nazar Azad and Managing Director Nazeera Nazar. The first restaurant under the brand is located in Thiruvananthapuram, at Vazhuthacaud.

The 1940 India menu celebrates India’s unique blend of tradition and modernity. To appeal to its target audience, the menu also features popular dishes that resonate with contemporary tastes. Taking an innovative approach, the menu is organized into categories tailored to specific customer segments and preferences, such as ‘I am young,’ ‘I am India,’ and ‘I love Asia.’ Drawing inspiration from the global slow food movement that began in Italy in the 1980s as a counterpoint to fast food, 1940 India by Azad brand brings this concept into the Indian context with authenticity, innovation, and cultural pride.

“As Azad business moves into its third and fourth generations, we aim to embed traditional Indian flavors into the food habits of the new generation and introduce Indian cuisine to a global audience. Our vision is to establish Indian food as a vital part of India’s growth and to enhance its popularity on the global stage. We are committed to all the hard work necessary to make 1940 a landmark Indian restaurant chain worldwide,” said Abdul Nazar Azad, Chairman of Azad Corporate.

The corporate restructuring strategy for Azad, along with the strategic plan for its new restaurant vertical, 1940, was formulated by &Matthai Strategy Consulting of The Breakthrough Group. “Creating and developing new categories by Indian businesses is essential for India to establish its presence on the global business stage. The 1940 strategy to launch a Slow Food Fast Service Ethnic Restaurant was developed over two years ago, and it took two years to implement this innovative and unique concept. Azad Corporate is performing commendable service to humanity by preserving traditional flavors in their original form,” said Manoj Matthai, Founder & Strategist of &Matthai Strategy Consulting.