Fans of Indian food will rejoice as a new eatery on Ocean hopes to fill the shocking void of similarly-themed cuisine in Santa Monica and on the Westside in general.
Fitoor on Ocean Avenue is the brainchild of AVB Hospitality, the acclaimed San Francisco-based husband and wife restaurateurs behind Michelin-recognized “progressive Indian” ROOH. This marks the group’s first-ever expansion into Southern California and the menu is set to be complemented by fresh seafood dishes to suit the new ocean-facing location.
Anu Bhambri, co-founder of AVB Hospitality, said that he and his partner Vikram Bhambri began looking for a location in Southern California about two and a half years ago. They considered locations in Malibu, Beverly Hills and San Diego before settling on Santa Monica and signing a lease for the site at 1755 Ocean Ave about a year ago.
“Santa Monica’s diverse, multi-cultural community, world-class restaurants, and quintessential LA atmosphere make it an ideal location for a concept like Fitoor,” said Anu, adding, “Vikram and I are incredibly excited to share our take on contemporary Indian cuisine with the city and to create a space where locals and visitors can experience bold flavors, lively entertainment, and a touch of India’s heritage. We look forward to being a part of the culinary culture that makes Santa Monica so unique.”
Up until now, fans of Indian food in Santa Monica have had to choose between Tandoor India at 2622 Pico Blvd and Rita’s Gate of India at 1450 5th Street. Anu insists that none of the flavors are being diluted to cater for an American audience and as any addict of Indian cuisine will know, a vindaloo in say, East London or the Middle East or India itself, is significantly more spicy than almost anything you’ll find in the US.
“I would say, 99% of our chefs are trained in India and they’ve worked at very large hotels, great restaurants and have had training in various regional cuisines of India and we brought them here,” said Anu. “Our goal is to present the flavors of Indian dishes as they should be, with a more modern presentation, but our goal is not to muck with the flavors.”
“We are not diluting the flavors to suit a particular audience,” Vikram said, adding, “But not every Indian dish is spicy … If you're having a vindaloo, of course it's going to be spicy, but there are lots of other dishes in India that are not spicy by default and that's the association that we're trying to break, but at the same time, we're not trying to muck with the flavors and present them the way they should be presented.”
Anu and Vikram both started their professional careers in engineering and technology at Microsoft and while Vikram continues to work in the tech industry, Anu manages operations across their growing number of restaurants. Together, they founded AVB Hospitality, a collection of fine and casual dining establishments across the US and India, driven by their vision to “reshape the food landscape, set new trends and bring authentic Indian flavors to the global stage.”
Their portfolio includes the aforementioned ROOH, along with Alora at San Francisco’s Pier 3 (Mediterranean and California cuisine), Pippal in Emeryville (modern, regional Indian food), Fitoor in San Jose (contemporary Indian food and cocktail lounge) and now Fitoor Santa Monica.
According to the promotional blurb, Fitoor Santa Monica brings fire-based Indian cooking to new heights, blending the bold, timeless flavors of tradition with surprising and modern twists. Drawing inspiration from its beachside setting, Head Chef Surya Kumar in partnership with Executive Chef Vaibhav Sawant infuses the menu with vibrant seafood creations, adding a coastal flair to the fiery lineup. Offering an array of flavorful dips, shareable small plates, indulgent entrees, and rich desserts, each dish is designed to ignite curiosity for bold flavors.
scott.snowden@smdp.com
