In our DNA AFTER HRS conversation, the people behind the best parties in Mumbai say that the city's night owls love a good theatrical experience

After Hrs: How do the people who run the city's nightlife unwind? 

Asif Adil: If you ask me, it all depends on my mood. If I am feeling energetic, I go out to a bar and have Johnnie Walker or else, I go for a movie. The best way of course, is to have a candle light dinner. 

After Hrs: How important is it to network at parties?

Ash Chandler: People think that deals are made at parties but that's not true. You meet people, introduce yourselves to them and very few introductions translate into work deals. People just hope that they will get work by attending a party. 

Matan Schabracq: As a customer, I don't enjoy networking at a pub or a restaurant. But as someone who owns a resto-bar, I must admit that getting Page3 people to attend your parties becomes quite important as one wants to get covered by the media. Not that these Page3 guys spend a lot — most don't like paying at all! (laughs). 

Matan: For the most part, my place has the regular crowd visiting and they don't seem to care so much about celeb presence. 

After Hrs: How are the hotels faring post the 26/11 attacks? 

Vincent Hoogewijs: I have been in Mumbai for only six weeks now so I can't tell if the numbers have come back to normal. But they are picking up after the drastic decline in November. I feel that people have moved on but it's the worldwide recession which seems to be the bigger threat to us as we have a lot of corporates as our clients. 

After Hrs: Has there been an embargo on any new restaurants at the hotels as the standalone ones seem to have done better?

Pankaj Sampat: The restaurants at the five star hotels — at least at Taj President are doing quite well. To offer our patrons a unique experience, we have to conceptualise and create something really different from the usual stuff. Also, our room occupants are ensuring that the restaurants do well. 

Asif: I agree! In fact, I love Wink (one of Taj President's resto-bars) for the napkins that fluff up on the table every time I go there. So the idea is to leave a lasting impression on the customer. As for recession, in India, we have the black economy and the official one. So even though many businesses have gone down, their money hasn't and they still want to be pampered with consistently good services. 

Vincent: Ours is a people oriented business — it's not like we sell shoes or something. The guests must savour the experience. Also, Mumbai is a lot like Mexico, where I was working earlier. The tastes may vary but both cities enjoy a good theatrical experience. 

Shamita Singha: But people are just getting back into the groove. But recession is just a fad here — it's the West that's reeling under it and not us. The corporate parties have gone down to some extent yes but the parties are still being hosted at an individual level. 

Ryan Tham: The big ticket parties are not so big any more. So the standalone restaurants are doing relatively well.

Pankaj: We have revised our room rates now but we are going ahead with the renovations in many of our restaurants and even the budgets remain unaffected. For example, on Valentine's Day, we had created a special space beside the pool for the couples to have a quiet time. 

Asif: Our net sales in the last six months have gone up by 42%. That's also because we are tying up with restaurants as part of our promotions. And after having successfully launched a bottle that costs Rs45,000, I am now looking at launching an even more expensive bottle that will be priced at Rs50,00,000! So there's still a good market out there. 

Matan: Here's there money everywhere — even under the mattress! (laughs) 

Ryan: People here love their brands — a guy may choose to stay at home but he will still order a Black Label. 

After Hrs: Do you think that the number of promotional events far exceed the number of real parties?

Mashoom Singha: People are increasingly associating themselves with brands, that explains why this is happening. 

Matan: Having a real party in Mumbai is very tough, there are so many rules and regulations that come in the way. Even getting a DJ to perform is not a simple affair. The spontaneity is completely lost — so that only leaves us with a few sponsored Sunday brunches. 

Ash: Well, I did invite people for a real party just recently — it was my birthday party and people did turn up, but after paying these really high taxes, we deserve a lot more freedom. 

Ryan: I'd like to point out one such law — while standalone restaurants are not allowed to serve drinks on dry days, the ones in hotels are. They have relaxed deadlines too. 

After Hrs: Speaking of these rules, how is the booze industry being affected? 

Asif: Alcohol is a big source of revenue for all the states. And even licensing in this field is a nightmare. In fact, we even need a permit to drink! Then there's this absurd law that one can't keep more than some eight alcohol bottles at home... 

Pankaj: We buy these daily permits for our customers — so that they are accounted for. 

Ryan: Us too — but it's so embarrassing to hand them out to guests! 

Asif: I head a liquor company and yet I don't serve Baileys in my office. It's just because with our laws, I can't take the risk of serving anything in office.

Ash: I think we being a minority in this country need a lobbying group which would fight for our rights. 

After Hrs: Is there a social pressure to be seen at parties?

Mashoom: I only attend parties when I personally know the host.

Shamita: Same here — unless it's a professional commit-ment or a wine tasting session — after all, I do host these sessions many times! 

VIDYA PRABHU/ DNA-Daily News & Analysis Source: 3D Syndication