Scott Russell, formerly Harry Ramsden's chief executive and managing director at Scottish & Newcastle retail, is launching a new company, Brand Asia, and has bought the UK and Ireland master franchise rights to Asha's Restaurants International.
Russell, a former Acorn Award winner, plans to open at least one restaurant by Easter next year and hopes to roll out up to 40 sites within five years. North London and the Midlands are being targeted for the first opening.
The new business is putting together £3m-£4m from private-equity investors and banks to fund initial sites over the first two years.
Bhosle will be involved in the recipes, music and decor, with music compilations sent daily from India. Food will be Mumbai-themed 'home-style cooking, with meals costing £25-£30 with wine. Asha restaurants will average 130-150 seats, with a trading area of about 3,500sq ft.
