A viral café from London opens in India
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Subscribe to enjoy similar stories. With every restaurant opening, there seems to be a renewed focus on aesthetics, signifying they’re catering to diners who eat with their camera first. This month, one of the pioneers of the Instagram café phenomenon unveiled its first outlet in India.
EL&N café, which opened in London in 2017, now has an outpost at the upscale Jio World Plaza in Mumbai. When it launched seven years ago, it became an Instagram favourite with its massive floral arrangements and pastel pinks; design elements core to the brand’s ethos. “Instagram was at its peak when then, and there weren’t any spaces tailored to photo sharing apps.
When people came and took pictures of not just the food, but also the backdrop, we got a lot of traction from Instagram influencers who put us on the map," says founder Alexandra Miller. On her maiden visit to the country during the Mumbai launch in mid-October, Miller reflected on the growth of her café business: “We want to create something Instagrammable with beautiful aesthetics along with global flavours to reflect my upbringing in different parts of the world." She was born in the US, and grew up in places such as Jamaica and Egypt. In a lucky coincidence, she also adds that her Malaysian mother was born in Mumbai, making this a homecoming of sorts for her.
Her café empire now straddles 37 branches across different countries, from places as diverse as Saudi Arabia to South Africa, Malaysia and now India. Their Mumbai outlet is in partnership with Reliance Brands Limited (RBL). EL&N which stands for Eat, Live and Nourish, offers all-day dining options with a variety of dishes and beverages, including their favourite Spanish Latte featuring pistachio paste and Alex’s Coffee
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