𝐇𝐨𝐧𝐠 𝐊𝐨𝐧𝐠 𝐌𝐚𝐫𝐤𝐞𝐭 𝐢𝐧 𝐭𝐡𝐞 𝐂𝐚𝐩𝐢𝐭𝐚𝐥 𝐄𝐦𝐞𝐫𝐠𝐞𝐬 𝐚𝐬 𝐚 𝐇𝐨𝐭𝐬𝐩𝐨𝐭 𝐟𝐨𝐫 𝐀𝐟𝐟𝐨𝐫𝐝𝐚𝐛𝐥𝐞 𝐚𝐧𝐝 𝐅𝐥𝐚𝐯𝐨𝐫𝐟𝐮𝐥 𝐋𝐮𝐧𝐜𝐡𝐞𝐬

…𝒖𝒏𝒗𝒆𝒊𝒍𝒊𝒏𝒈 𝒕𝒉𝒆 𝒈𝒓𝒐𝒘𝒊𝒏𝒈 𝒑𝒐𝒑𝒖𝒍𝒂𝒓𝒊𝒕𝒚 𝒐𝒇 𝒕𝒉𝒆 𝑻𝒉𝒂𝒍𝒊 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒂𝒎𝒐𝒏𝒈 𝒅𝒊𝒗𝒆𝒓𝒔𝒆 𝒄𝒖𝒔𝒕𝒐𝒎𝒆𝒓 𝒔𝒆𝒈𝒎𝒆𝒏𝒕𝒔 𝒊𝒏 𝑻𝒉𝒊𝒎𝒑𝒉𝒖

By Kinzang Thinley

Thimphu’s dining landscape has undergone a notable transformation with the rising acclaim of Thali eateries. Establishing themselves as the preferred lunchtime destination, these venues have enamored a wide array of customers, spanning from bustling office employees to enthusiastic students. Notably, locales like the Hong Kong Market area within Thimphu town have emerged as hubs of this culinary trend, attracting crowds of diners in search of both budget-friendly meals and diverse flavor experiences. Thali in the context means an Indian-style meal made of a selection of dishes which are served on a platter.

Tshering Dema, a 21-year-old who owns a Thali business in Thimphu city, shared her thoughts on why people choose Thali these days. She explained, “People prefer Thali because of its variety and balance,” highlighting the diverse array of dishes typically included in a Thali, which offers a balanced meal with different nutrients to cater to diverse tastes and dietary needs.

She said, “Thalis are usually pre-prepared and can be quickly served, making them an ideal option for busy workers who have limited time for lunch.” She emphasized the convenience of the all-in-one nature of a Thali, eliminating the need to order multiple individual dishes.

“Cost-effectiveness is another reason why people prefer Thali,” she added. “They often provide good value for money because you get multiple dishes for a reasonable price, making them a popular choice for those looking for a filling meal without feeling the pinch in the purse.”

When it comes to attracting customers amidst competitors, she said, “Firstly, keeping the restaurant clean and hygienic is essential. Customers prefer to visit a clean environment rather than an unhygienic restaurant.” She stressed the importance of consistent quality, ensuring delicious and hygienically prepared food to build trust and a good reputation.

“Building a bond with customers and respecting them is crucial,” she emphasized. “Customers are considered like God to our business. I treat my customers well and serve my best menu so they share their experiences with friends and colleagues, expanding my business.”
She highlighted the importance of a standard restaurant with ample space, providing a welcoming vibe. “Creating an authentic dining experience with traditional decor and music enhances the appeal of enjoying a Thali,” she said.
“Comfortable seating is also important,” she noted, “ensuring the dining area is conducive for a quick yet relaxing meal during breaks.”

However, she also mentioned that fluctuations in ingredient prices affect profit margins. “Since there are already many Thali businesses opened in the area, maintaining competitive prices and quality service is a concern,” she acknowledged. Despite challenges, she noted that Thali businesses do have profit potential, appealing to a broad audience due to their variety and balanced nature. “Bulk purchasing, combo offers, and quick turnover are strategies to increase profit,” she explained. She concluded, “Overall, running a Thali business can be rewarding but requires careful management of multiple factors to ensure success.”

Duptho Wangmo, a 32-year-old entrepreneur running a Thali business, highlighted the significance of using fresh, local ingredients to craft a delicious menu for her customers. She remarked, “I even serve larger portions of rice and curry compared to other restaurants, and I offer parcel packaging for those who want to enjoy our Thali at home, charging just Nu. 10 extra for packaging.”
Regarding challenges, she observed, “It’s difficult to meet everyone’s tastes since different customers have varying preferences. For instance, some prefer chicken curry cooked in the Indian style, while others like it in the Bhutanese way.”

Reflecting on the COVID-19 pandemic, she added, “Many Thali business owners, myself included, struggled to source fresh vegetables and spices due to supply chain disruptions.”
Looking ahead, Duptho Wangmo said, “To ensure long-term success, I will regularly seek customer feedback and make necessary adjustments based on their suggestions. Additionally, I plan to open new branches in strategic locations, such as near tourist attractions or office complexes, to expand our market reach and ensure sustainable growth.”
Kelkin, an 18-year-old regular customer of Thali at the Hong Kong market area, said, “Most of the time, I visit Thali Corner because I like the taste, the price is cheap, and, moreover, Thali is one of my favorite dishes. From the menu they have pasted on the tiny board, I like Thali with chicken curry because chicken is my favorite, the gravy is very delicious, and I enjoy every spoonful until my belly is full.”

Kelkin said, “For a person like me who is always broke, the price of Thali is much cheaper compared to other meals. It costs only Nu. 100 to 150 per plate. This could be one reason that I prefer to eat Thali on my lunch breaks so I can save a little bit of my income.”
“If I were given the chance to suggest improvements for the Thali business, firstly, I would say that they should make their room larger so customers who wish to have meals at that particular Thali shop don’t have to wait. It’s because those who are very hungry or in a hurry might get angry waiting for their turn. Moreover, the Thali owner may lose their customers as they might shift to other hotels or nearby restaurants,” she added.

Gartoen, a 29-year-old businessman running a restaurant, shared his thoughts on the impact of a nearby Thali business on his fast-food establishment. He said, “As a business person, I can see both advantages and disadvantages of having a Thali business operating near my restaurant. Currently, I run fast-food restaurants. Most customers tend to visit the Thali restaurant, but when it is packed, they come to my restaurant. Sometimes, when their shop is closed, I experience an increase in business as people come to my restaurant. But most of the time, they go to the Thali place.”

With the number of Thali eateries, his business has been adversely impacted. He said, “Since the Thali business gained popularity, I’ve seen a decline in my regular customers, and my motivation has also decreased. However, I see an advantage for nearby grocery businesses, as the Thali business attracts more customers to its location. People tend to buy grocery items on their way to eat Thali.”

However, he also said, “Thali satisfies people’s hunger and leaves them satisfied, whereas fast food doesn’t. That’s why people prefer Thali. I believe the quantity of Thali is good, and it fills people up, making it cost-effective. Thali also offers additional menu items like lassi (yogurt mixed with water), fresh juice, and salad along with curry.”
Gartoen expressed his intention of incorporating Thali into his restaurant’s menu. “As a businessman, I will also consider adding the Thali menu to my restaurant. Currently, my restaurant doesn’t have much space, so I want to expand the shop’s side first or look for another nearby location with more space. However, I will continue to offer my fast-food menu alongside the Thali business for additional income,” he concluded.

According to dietitians around the world, a Thali diet provides a balanced and nutritious meal by including various essential food groups. It typically consists of lentils, rice, chapatti (a thin pancake of unleavened wholemeal bread cooked on a griddle), vegetables, yogurt, and a variety of spices, offering a comprehensive range of nutrients such as proteins, carbohydrates, fiber, vitamins, and minerals. This balanced composition helps in weight management, enhances immunity, and supports gut health. Probiotics in yogurt and prebiotics in lentils foster a healthy gut microbiome, while antioxidants and anti-inflammatory properties in spices improve overall health. However, it is cautioned to be aware of the high fat (oil) content.

As Thimphu’s Thali establishments increasingly emerge as the go-to lunch destination for a diverse clientele including professionals, students, and others, their influence on the city’s culinary panorama is unmistakable. Positioned strategically and dedicated to delivering both affordability and excellence, Thali restaurants in locales such as the Hong Kong Market area within Thimphu town are positioned to retain their prominence in Thimphu’s dining sphere, nurturing camaraderie and culinary satisfaction with every served platter.