While premium hospitality and dining experiences have traditionally been concentrated in areas like South Mumbai, Bandra, or Lower Parel, a noticeable shift is emerging as entrepreneurs begin investing in high-potential suburban markets.
Ajay Shetty is among the entrepreneurs driving this change with the launch of Nova House, a premium hospitality property in Mira Road. Designed as a multi-experience destination, Nova House offers stay options, curated dining, and spaces for private events, parties, and weddings, bringing a premium hospitality experience to a suburb that was once rarely associated with such offerings.
Through this venture, he is tapping into the growing aspirations and lifestyle preferences of suburban audiences, while also challenging the traditional perception that premium hospitality experiences can only thrive in Mumbai’s central hotspots.
Medianews4u.com caught up with Ajay Shetty Co-Founder Nova House.
Q. How challenging is the current geo political situation for hospitality brands due to the LPG shortage?
While the broader situation has required the industry to be more mindful in operations, we’ve approached it as an opportunity to innovate rather than slow down.
At Nova House, we’ve introduced a seasonal mango-forward menu that relies on techniques and preparations that do not depend heavily on LPG. This allows us to maintain consistency in our offerings while also giving guests something fresh and relevant to experience during this time.
Q. Are there lessons from COVID that can be applied here if WFH returns at some point in some form to conserve energy?
COVID taught us the importance of adaptability and understanding evolving consumer behaviour. If hybrid or work-from-home patterns return, we see it as a shift rather than a challenge. Nova House is designed as a fluid space where guests can seamlessly work, dine, and socialise, making daytime dining, casual meetings, and mid-week experiences more relevant.
In such a scenario, we would also introduce thoughtful weekday offers or incentives to encourage footfall, while recognising that guests tend to spend longer hours in the space, allowing for deeper engagement and a more experience-led format overall.
Q. Could you shed light on the vision behind creating Nova House as a multi-experience destination? What is its USP?
Nova House was envisioned as more than just a restaurant. The idea was to create a destination where people could spend extended time, whether it’s dining, celebrating, or even unwinding with a short stay.
What makes us stand out is the integration of multiple experiences under one roof. A restaurant, a lounge, staycation options, and a well-designed banquet space. It’s a format that caters to how people want to experience hospitality today, convenient, immersive, and versatile.
Q. What expansion plans does Nova House have once normalcy returns of LPG supplies? Currently has Nova House had to scale back in areas like parties, weddings?
We haven’t approached this phase with a “scale back” mindset. As normalcy returns, we are looking at strengthening our presence as a go-to destination for curated celebrations and potentially exploring similar formats in other high-growth suburban markets.
Q. Why are hospitality brands increasingly exploring suburbs like Mira Road?
Suburbs like Mira Road are evolving rapidly, both in terms of aspiration and lifestyle. However, there has been a clear gap when it comes to premium, all-in-one hospitality destinations.
With Nova House, we identified that there wasn’t anything in the vicinity offering this kind of integrated experience. Today, it stands as one of the newest destinations in Mira Road where guests can dine, enjoy a lounge experience, plan a staycation, or host celebrations, all in one place.
Q. Does Nova House focus a lot on hyper local marketing?
Hyper-local engagement is definitely important for us, especially in building a strong and loyal community. Nova House is positioned as a destination that people are willing to travel for. Our approach balances creating strong local visibility as well as appealing to a wider audience looking for a new experience beyond the usual city hotspots.
Q. Will satisfied customers like celebrities become influencers?
For us, it’s less about labels and more about authenticity. When someone genuinely enjoys the experience, that organic word of mouth holds far more value than any structured promotion.
Whether it’s a celebrity or a regular guest, we focus on creating moments people naturally want to share.
Q. How will Nova House leverage the creator economy to get the message across by working food, lifestyle influencers?
For us, the creator space is really about how people discover places today. We’re not looking at it as typical marketing, but more as a way to showcase the experience through different perspectives.
We work with creators who genuinely connect with the space and let them experience it in their own way. That kind of content feels far more real, and people relate to it much more easily.
Q. What trends are being seen in terms of the evolving lifestyle and celebration culture in suburban Mumbai?
We’re seeing a noticeable shift, especially with Gen Z, where people are choosing places based on the overall vibe, the ambience, aesthetics, and quality rather than just the food alone.
Today, it’s about how a place feels and the kind of experience it offers. People want a setting that looks good, feels premium, and still remains comfortable. This mindset is growing very strongly in suburban areas as well.
Q. How can premium hospitality concepts thrive beyond traditional city hubs?
If a space offers the right mix of design, quality, and overall atmosphere, people will choose it regardless of whether it’s in the city or the suburbs.
In fact, having that closer to home makes it even more appealing. So, it really comes down to understanding that the consumer mindset has changed. They don’t just go for location but for the experience.
