Secret Ingredient - Leading Food & Hospitality Consulting Firm Delhi, Mumbai, India

About Us

Secret Ingredient is a full service consulting company for the restaurant, hospitality & food industry. We specialize in providing solutions for new and existing restaurants, while extending our advisory services towards FMCG, hotels, malls & schools. Secret Ingredient’s perspective comes from years of hands on experience in the F&B industry. This includes operating restaurants and delivery outlets all over India, as well as advising some of the biggest names in the food industry. This experience gives us a unique edge with our clients.
If it has to do with food, it’s in our veins.

Sid Mathur

Founder / Director

Advisory & Strategy

He trained at some of the best spots on Europe & New York’s thriving culinary scene from the only perspective that matters in a good restaurant – the guest’s. Rather than being behind the scenes or in the kitchen, Sid grew up experiencing great food and learning the nuances of hospitality from a ringside seat, which armed him with a fresh and honest take on F&B and made him into the perfect host he is today.

That keen love for food began at a young age thanks to well-travelled parents and having spent his childhood in London. This gave him huge exposure to Michelin star restaurants, various kinds of cuisines and also developed his palate. It’s what gives Sid his edge in the food industry with a world vision and a very indigenous approach to hospitality.

Back home, he studied at The British School, New Delhi and later St. Stephen’s College, Delhi University. While food was always his first love, it wasn’t yet time to make it his career. So he moved back to London, and continued eating his way around the world while spending 9 years in Private Banking & Equity Trading with Citi Private Bank.

Sid returned to India in 2009 and met up with an old friend Riyaaz, who asked him to partner with him and join Impresario Entertainment & Hospitality as a Director & Head of Food for the group, which today has over 50 restaurants across 15 cities. Some of these include multi award winning concepts like Social & Smoke House Deli.

Sid founded Secret Ingredient in 2010, where they assisted clients on menus & recipe development. Seeing a gap in food advisory services, Sid enhanced the services, and today they advise some of the biggest & brightest in the food world. Sid is also the Founder & Director for Khoya Mithai, India's first Luxury Mithai service, and Co-Founder of Asian Hawkers Market, which has seen 6 editions in Select Citywalk.

Kula Naidu


Conceptualization & Branding

For over a decade in the food & beverage space, Kula has been carefully expanding and building on his innate understanding of food & branding. Born and raised in Malaysia and being of South Indian decent, he has been immersed in international cultures and flavours since birth, with a keen interest on Asian food.

Kula moved back to New Delhi in 2007 and delved into food. These years of experimentation during the industries tumultuous phase, gave Kula the wealth of experience and knowledge from a practical first hand perspective. This has proven essential and of immeasurable value to constructing his holistic perspective of the industry that has allowed him to create the long standing ventures he maintains today.

FoodCraft launched in May 2012 with the brands patriarch Asian Haus. The company has since grown, operating 7 units with 5 different brands. Sushi Haus, Dilli Haus, Amma’s Haus and finally, FoodCraft Catering - the companies catering arm. FoodCraft is credited with revolutionizing packaging and a pioneer in the food delivery space.

Having been in the business and understanding the volatility of the food & beverage space first hand, Kula now spends his time conceptualizing and providing end to end solutions as a food consultant.

Vipul Sharma

General Manager

Operations & Audit

With an enriched operations experience spanning over two decades, Vipul started his career in 1995 as a summer intern with the iconic restaurant Wimpy at N6, Janpath. It did not take him long to understand his passion for food & beverage industry as he chose to continue working alongside his graduation. Vipul is a natural team leader who has worked through the corporate ladder having gained cross functional knowledge across all departments & formats of the trade and has proven his professional metal with organizations & brands like Wimpy, McDonald's Devyani & Nando's.

Vipul is well versed with kitchen & front of house operations, budgets, vendor management and training.

Chitpreet Bhasin

Senior Consultant

Research & Cuisine

Youngest member of the team, Chitpreet, was raised in Delhi and is a Culinary Arts graduate from WGSHA, Manipal. He then went on to train at ITC Maurya and Smoke House Deli amongst other kitchens.

Having had practical exposure, he felt there was a lot more he could offer. Subsequently, he followed this calling and completed Masters of Business at a premier B School, IMI, New Delhi.

He joined a food consultancy firm (Thinktanc) in Bangalore and worked on several start-ups in the food space. He then came back to Delhi to be at the heart of the action and joined Secret Ingredient.

Disha Kapoor

Associate Consultant

Cuisine & Styling

Disha is a food enthusiast who loves to read, write and experiment different dishes around the world. Her moment of enlightenment was when she discovered that the sole purpose of her life is to explore, eat and cook all the possible cuisines on the planet. Having numerous experiences in research, marketing & sales, she followed her passion for culinary and switched over to food & beverage industry. She honed her skills at premier culinary institutes like IHM Mumbai, worked with chef Saby and took a plunge in the food & beverage industry with her speciality products. Through her knowledge in food & branding + love for food, she helps restaurateurs launch new concepts, figure out their brand challenges and succeed by translating consumer insights into growth.