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Red - Genx

He peppers city’s platter with a new scoop

Pepperazzi The Diner, his vibrant US retro-based restaurant replete with neon signs, eye-catching posters and colourful vibes, stands in stark contrast to his calm and serene beach-view apartment. The proud owner of these divergent facilities, Mr.Satya Sriram Valluri, MD, Annadah Hospitality Pvt.Ltd, seems to have got it all balanced for himself and his family. With a plate that is getting fuller by the day, the restaurateur seems to have his hands full. Ask him why and how he, an engineer, had chosen the hospitality industry, he responds with great zest. His vivid narration turns out to be as sweet as his favourite chocolate. Incidentally, he started his career with Mars (Netherlands), the world famous chocolate manufacturer. He tells us about his life, family, studies and work as his beautiful wife Ms.Radha Madhavi plays a gracious host and his two and a half year-old son Shourya hovers over pouncing and prattling. While he dwells on the milestones he has crossed, he insists that he has a lot more to negotiate. Here is the account of an honest and hard working visionary.

EXCERPTS
Roots
My father Mr.Surya Prakasha Rao, commodities trader, got into rice-processing, taking a mill on lease in a village near Kakinada. If the 1996 cyclone compelled him to move to the city, it also helped him in exploring greener pastures. Eventually, he set up Sri Venkateswara Rice industry in Peddapuram, of which I am a managing partner. I took the business to the international level by exporting rice to various countries. My mother Mrs.Krishna Tulasi is a homemaker and devoted all her time and energy in raising me and my sister Aparna, now a qualified radiologist, and is happily married.

Formative years
My journey from a little boy of East Godavari district to an ambitious youth, who went to University in the Netherlands, has been full of interesting twists and turns. I was educated in Kakinada (schooling), Vijayawada (junior college) and Vellore (VIT University- B.Tech in Biotechnology). Later, I obtained masters degree in food technology from Wageningen University. Each experience helped me widen my mental horizons, enlarging my circle, knowledge and exposure. I turned out to be a polyglot. Along the way, I also picked up a few exotic hobbies and sports like fencing, horse riding, besides golfing and badminton. Following this trajectory, I evolved as an entrepreneur.

The City of Destiny
I find this scenic place to be accommodating with its people eagerly welcoming new concepts and projects. They don’t shy away from experimenting. I have been here only for the past one year and I am already in love with it. It is also now a hub for all the prestigious hospitality outlets.



Food industry
That is my DNA. I hail from the rice bowl of Andhra Pradesh and my father deals with our staple food- rice. As I have studied food all my life, my venture had to be something related to this field. After my stint with Mars International, I came back home to join my father in his business. However, that was not enough work for me and I needed to do something more. Thus my hunt for a new enterprise began and I stumbled on Pepperazzi in Ahemdabad. I knew that was what I was looking for. Rest, as they say, is history.

Tough road
It is a known fact that hospitality industry is rife with competition. The most ideal location for a food joint in a sea side city is obviously the beach road, but by the time I entered the scene, it was saturated. After an excruciating search and study, I had to settle for the next best- the most happening Siripuram. Of course, I still say we are strongly located and attract a lot of segments as we are very close to many flourishing commercial establishments.
I had to overcome quite a few teething problems in getting water supply and parking space and transporting the material to the third floor.

Why Pepperazzi?
On a friend’s suggestion, I visited Gujarat. I came across Pepperazzi the Diner, and I immediately took a liking to it.
In North India, especially in Ahemdabad, we find a lot of American style diners and I loved the idea of getting a franchise here in Vizag, which had never seen a facility of this kind before. I knew people would simply love to have a taste of a theme, which is not the run of the mill.

Future plans
I am planning to expand my existing enterprises and try different ventures. Most importantly, I want to spend some more time with my family and see Shourya grow up. I am mulling over some more projects that would take my services to a larger audience and impact the society in a positive way. Of course, I am yet to decide the nature of the project.

Advice to aspirants
I advise them to come into this industry after a thorough study and research. One must put one’s self in the shoes of the customer and make decisions. Even when it comes to the rice processing, I found a lot of gaps. So I delved deep into the subject, pouring over a lot of books and literature. Fortunately, I could effectively fill them.

IN BRIEF
Success mantra Planning, research and discipline.

What do you wish you knew before you started?
Wish I knew where to source people and materials.

Best part of your industry?
Smiling and satisfied customers.

Strengths
Thorough spade work.

Weakness
Delaying implementation of decisions.

Time management
I try my best, but I am just a wee bit lazy. It is all about managing the 24 hours we have. If we have the inclination, we have time.

Best piece of advice you got If you ever have a doubt about something, do not keep it to yourself and get it clarified.
Worst advice
I don't trust people that easily to entertain bad advices.

Success secret
Secrets are not to be revealed.
Biggest accomplishment?
Yet to come.
Motivation
My wife and my son
CSR activities
We contribute to red on a mission & donate wheelchairs. In rice mill venture, we donate rice to the underprivileged.
Best compliment
People often thank me for introducing good food and a themed restaurant to Vizag.
Regrets
I wish I studied economics and went for civil services.
Role model
My father.
Favourite quote
Arise, awake till you reach your goal- Swami Vivekananda.
RADHA IS A PERFECT PARTNER: SRIRAM
Radha Madhavi is the best thing that ever happened to me. She is also a director of Annadah Hospitality Pvt.Ltd. She is a simple and non- materialistic person. That she is quintessentially an Indian wife can be gauged from the way she loves and cares for the entire family. The most attractive part of her personality is her generosity and kindness. Though it was an arranged marriage, I can say it is love at first sight.

THESE ARE A FEW OF HER FAVOURITES
Film: Baahubali
Actor: Surya
Colour: Navy blue
Cuisine: Italian
Food: Pulihora
Drink: Oreo milkshake
Restaurant: Pepperazzi, of course!
Attire: Kurta and chudidar
Pastime: Reading & watching TV.
HE IS SPIRITUAL AND SPECIAL: RADHA
Despite his busy schedule, he always tries to spend time with our son and me. He is very loving and I do not have to ask him for anything. Somehow he knows what exactly I wish to have and gets it for me. He is very spiritual and a great devotee.
THESE ARE A FEW OF HIS FAVOURITES
Film: Mahanati
Actors: Actually it is Prabhas, but it depends on the performance
of the stars.
Colour: White and blue
Cuisine: Not choosy
Food: Pulihora
Drink: Pineapple juice
Restaurant: Undoubtedly, Pepperazzi
Attire: Casual wear
Pastime: Reading and browsing

 
 
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