Senior Journalist Sanjeev Srivastava Turns Entrepreneur with New Café Venture

Senior journalist Sanjeev Srivastava has ventured into the hospitality sector with the launch of a new café built around a childhood favourite — matar-kachori. Contrary to speculation that he had opened a small roadside stall, Mr Srivastava is developing a two-storey café, with plans to add a rooftop restaurant on the third floor.

The establishment, titled Throwback – Desi, is currently in its formative phase. While construction and interior work continue, the kitchen is nearly complete and a limited but carefully curated menu is already being served. Those close to the project say the long-term vision extends beyond a single outlet, with the potential for gradual expansion if the concept proves successful.

During a recent visit, customers sampled the café’s signature matar-kachori along with mirchi-bada, miniature balushahi, besan laddoo and chilled mint tea. A mini-feeni was also available. Despite the range, the spotlight remains firmly on the kachori — a crisp pastry stuffed with whole green peas and aromatic spices.

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Mr Srivastava says the idea traces back to his childhood fascination with the snack. What began as a personal aspiration has now materialised into a brick-and-mortar enterprise. He has spoken modestly about the journey, describing it as the fulfilment of a long-held dream rather than a calculated business pivot.

The move, however, has prompted mixed reactions in some circles. A few commentators have portrayed the venture as an unexpected departure from journalism, suggesting it reflects the challenges facing the profession. Supporters argue that such interpretations are misplaced.

Across Rajasthan, for instance, several well-known establishments have built their identity around a single signature item while evolving into multifaceted businesses. Jaipur’s Laxmi Misthan Bhandar — widely known as LMB — gained prominence for its ghewar before expanding into a large sweet shop, restaurant and hotel. In Jodhpur, Rawat Misthan Bhandar became synonymous with mawa kachori, while Chaturbhuj Gulab Jamun and Mishrilal Lassi established their reputations around specific delicacies.

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Similarly, Haldiram’s of Bikaner transformed its signature bhujia into a national and international brand. In Kota, Ratan Namkeen Bhandar is widely associated with its hing-flavoured kachori. In each case, a flagship product served as the anchor for broader growth.

Observers suggest that Throwback – Desi may be following a comparable model. While the current menu is selective, the infrastructure indicates readiness for expansion. The phased development — completing one section before moving to the next — reflects a measured approach.

Early feedback on the matar-kachori has been positive. Diners describe a balanced blend of asafoetida and warm spices, with whole peas lending texture and depth to the filling. Several customers noted that the accompanying chutney was scarcely needed, as the kachori’s flavour stood on its own.

Beyond the culinary appeal, the café represents a broader narrative of professional reinvention. India’s media industry has faced significant pressures in recent years, including shrinking newsrooms and financial uncertainty. Against this backdrop, Mr Srivastava’s decision to diversify into hospitality is being viewed by supporters as an example of adaptability rather than retreat.

Associates say he acknowledges his limited experience in business management and is proceeding cautiously. There has been no high-profile launch event or aggressive marketing campaign. Instead, the café has grown steadily, relying largely on word-of-mouth promotion and social media attention.

Online discussions have amplified interest in the venture, with admirers sharing reviews and photographs that have extended its reach beyond the immediate locality. Much of the publicity, observers note, has been organic.

Whether Throwback – Desi evolves into a larger brand or remains a neighbourhood café will depend on consistency, customer response and operational execution. For now, it stands as a new chapter in Mr Srivastava’s career — one rooted in nostalgia, shaped by gradual ambition, and centred on a single, well-loved snack.

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Supporters describe the venture as a reminder that professional identity can expand in unexpected directions. In the aroma of freshly fried kachori and the promise of a rooftop restaurant yet to open, they see not a departure from past achievements, but the beginning of something new.

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