Ever wondered why, on certain days, the otherwise crowded Indian metro cities and smaller towns suddenly empty out and you have a free run of the roads? In all probability there is a cricket match or some other sporting action happening.
Without doubt sports in India have become big ticket events that involve mega bucks, from broadcast rights to megastars with huge fan-followings and enormous advertising value.
Cashing in on this, most bars and micro-breweries have equipped themselves with screens where fans could view sporting events. However, there is space for specialised bars that take sports entertainment to the next level.
Realising this, when Abhilash Menon and Miten Shah opened the first outlet of The Studs in Mumbai in 2017, they were not merely setting up another watering hole. With a vision anchored in luxury hospitality and experiential entertainment, the co-founders sought to redefine what a sports bar could mean for India’s urban crowd.
Abhilash, with 18 years in global F&B operations, and Miten, a chartered accountant-turned-entrepreneur, combined their strengths to bring in a structured yet creative format.
“We wanted to create an aspirational yet approachable brand. The Studs had to be where match-day passion met high-quality dining and ambience,” recalls Abhilash.
Focus On Inclusivity
From the outset, The Studs set itself apart by pivoting toward a more upscale positioning: think polished interiors, gaming desks, pool tables and curated seating zones. “India didn’t have a mid-premium sports pub that felt like a lifestyle venue. We built that,” Miten explains.
This shift allowed The Studs to appeal not just to hardcore sports fans, but to families, casual diners, young professionals, and even non-sporting guests looking for an immersive vibe.
Despite their premium leanings, the founders remained focused on inclusivity. The brand’s demographic range runs from 18 to 50 years, an unusual spread for a niche pub. This demanded agility in programming and menu design.
From beer-and-burger combos to whiskey flights and healthy small plates, the offerings cater to both indulgent evenings and casual lunches. Curated music playlists, live sports broadcasts, and culturally themed nights further widen the appeal.
Franchise Journey
Having proven the model in Mumbai, The Studs quickly rolled out franchise outlets in cities like Hyderabad, Goa and Bengaluru. Local partners are selected for their alignment with brand vision and market understanding.
Karthik Reddy, who helms the latest flagship 5000-square-foot outlet in Bellandur, emphasises this synergy: “Bengaluru’s tech-driven, youthful audience made it an ideal market. We tailored our space to reflect the city’s love for live screenings, good food and buzzing nights.”
Each outlet involves a capital investment of around ₹2-3 crore and targets an annual topline between ₹5-7 crore. Miten notes that profitability is carefully mapped to location, catchment area, and seasonality. “We support partners end-to-end – from site selection and kitchen planning to hiring, training and even social media. This ensures brand consistency and ROI predictability,” he adds.
Programming is another key pillar. The Studs is synonymous with high-energy screenings of cricket, football, UFC and the ISL, with crowd-specific cues taken from each city.
Weekly lineups include quiz nights, karaoke, comedy acts and regional music sets. “The trick is to stay live and local,” says Abhilash. “What we do is 60% hospitality and 40% cultural engineering.”
Cultural contextualisation is critical to their playbook. For example, outlets in Goa lean into beach-party aesthetics and retro playlists, while those in Hyderabad have integrated regional sport telecasts and local flavours.
In Bengaluru, live indie gigs and comedy nights are a popular draw. “No two outlets are carbon copies,” adds Karthik. “The soul is the same, but the vibe changes with the postcode.”
Role Of Tech
Technology, too, plays a pivotal role. The brand integrates table reservations, promotions, loyalty programmes, and influencer collaborations via a centralized app and CRM tools. Live engagement is amplified through social campaigns and digital contests. eGaming activations and metaverse collaborations are in the pipeline.
During the pandemic, The Studs leaned heavily into tech to manage bookings, contactless menus, and home delivery of curated F&B packs. Their backend systems now allow for data-driven promotions and guest profiling across cities. “It’s not just about what’s on the plate,” notes Miten. “It’s about the journey, from when a guest hears about us, to when they walk out.”
Global Gameplan
By 2025, The Studs aims to enter global sports capitals with a modular format suited to the international audience. Talks are already on for partnerships in the UK, Middle East, and South-East Asia. “The Indian diaspora and global sports fans alike crave curated experiences. The Studs can bridge that with our proven format,” says Miten.
The global playbook will retain the core – premium sports viewing, quality food and beverage, and a socially magnetic setting – while adapting offerings based on local regulatory and cultural norms.
There’s also a strong focus on tie-ups with sporting leagues, merchandise collaborations, and possibly themed pop-ups during major tournaments like the FIFA World Cup or ICC T20.
Staff training, guest feedback loops, and supply chain optimization have become critical components of their playbook. The founders also emphasize franchise partner selection: passion, patience, and a clear grasp of community dynamics often matter more than deep pockets.
With 25 outlets planned by 2027, the team continues to balance scale with soul. The Studs has built staying power by staying different. It’s about curating a space that feels electric, authentic, and unmistakably contemporary. That’s the winning playbook they’re taking global!
