Mithaas Resturant

What Mithaas Resturant does

Mithaas is a multi-unit Indian vegetarian restaurant brand operating four locations in New Jersey and New York, plus a nationwide e-commerce channel for traditional Indian sweets. The company self-positions as the pioneer restaurant brand in NJ & NY transforming traditional Indian street food into a modern fast casual dining experience, with a menu spanning Indian street food, North and South Indian delicacies, Indo-Chinese cuisine, and mithai. Customer segments are primarily foodies, families, and event hosts seeking vegetarian Indian dining for casual meals and celebrations.

The core product set comprises dine-in restaurant service at four sites (Edison, Jersey City, North Brunswick, and Hicksville), a specialty catering vertical offering party trays, box lunches, snack boxes, and live food stations for events, and direct-to-consumer mithai shipping through the standalone mithaasusa.com storefront. Technology infrastructure is light: a WordPress-based marketing website, ChowNow online ordering integration across all four locations for takeout and delivery, and a separate e-commerce storefront for nationwide sweets distribution. The menu is vegetarian-only, and pricing is unit-based across snacks ($4.00-$12.99), curries ($10.99-$14.99), catering trays ($55-$130), and per-pound desserts.

The business model is asset-heavy restaurant operations augmented by event catering and a digital CPG-style mithai line. Revenue is generated through one-time dine-in transactions, catering orders, and e-commerce purchases, with no subscription, licensing, or contracted enterprise revenue streams. Go-to-market relies on foot traffic at the four physical locations, organic social presence on Facebook and Instagram, the website, and ChowNow as the primary delivery/takeout platform.

Name

Mithaas Resturant

Legal name

Mithaas

Website

https://mithaas.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mithaas is a four-location Indian vegetarian fast casual restaurant chain in New Jersey and New York offering dine-in, catering, and nationwide mithai e-commerce shipping. It serves foodies, families, and event hosts seeking modernized traditional Indian street food and regional specialties.

Ownership category

akta.pro rank

Product category

Indian Vegetarian Restaurant

NAICS

Limited-Service Restaurants (722513), Caterers (722320), Caterers (72232)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Plant-Based & Vegan Fast Casual (THAFABAK)

akta.pro secondary industries

Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH), Drop-Off Catering & Boxed Meals (HSACAGAB)

Keywords

• Indian vegetarian restaurant
• Indian street food
• Restaurant catering services
• Traditional mithai sweets
• Fast casual dining

Headquarters

HQ city

Edison

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in Restaurant Sales: Revenue from customers dining at one of four physical restaurant locations in New Jersey and New York, offering a menu of Indian street food, North and South Indian delicacies, Indo-Chinese cuisine, and traditional mithai.
2. Online Ordering and Takeout: Revenue from takeout and delivery orders placed through their website and third-party platforms like ChowNow.
3. Catering Services: Specialty catering services offering party trays, box lunches, snack boxes, and live food stations for events including birthdays, weddings, corporate parties, and private events.
4. Nationwide Mithai Shipping: Direct-to-consumer sales of traditional Indian sweets (mithai) shipped nationwide through mithaasusa.com.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Mithaas runs a four-location Indian vegetarian restaurant chain in New Jersey and New York offering modern fast-casual dining built around authentic Indian street food, North and South Indian dishes, Indo-Chinese cuisine, thalis, and traditional mithai. The company complements dine-in, takeout, and delivery service with event catering (party trays, box lunches, live food stations) and ships traditional Indian sweets nationwide through a dedicated e-commerce store.

Product overview

Mithaas is a restaurant brand operating four locations in New Jersey and New York, offering a modern fast casual dining experience that transforms traditional Indian street food. The core offerings include dine-in restaurant services, specialty catering for events, and nationwide online ordering of traditional mithai (sweets). The menu features Indian street food snacks, North and South Indian delicacies, Indo-Chinese cuisine, thalis, and an array of traditional sweets. The company also provides catering services with party trays, box lunches, and live food stations for various celebrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Dine-in Restaurant Service Modern fast-casual dining at four physical locations in Edison, Jersey City, North Brunswick, and Hicksville, offering authentic Indian street food, North and South Indian dishes, Indo-Chinese cuisine, thalis, tandoori breads, curries, and traditional mithai to individual diners, families, and groups.
• Event Catering Services Catering for birthdays, weddings, corporate parties, holiday parties, and private events, featuring small and large party trays of appetizers, Indian and Indo-Chinese entrees, rice, breads, and desserts, plus box lunches, snack boxes, and live food stations.
• Catering Menu (Small & Large Trays) Standardized catering menu with appetizers, Indian-Chinese vegetable appetizers, paneer appetizers, vegetarian entrees, lentils, rice, Chinese rice and noodles, and desserts available in small ($55-$75) and large ($95-$130) trays.
• Nationwide Mithai Shipping Online store at mithaasusa.com offering direct-to-consumer purchase and nationwide shipping of traditional Indian sweets (mithai) such as burfi, laddoo, kulfi, and gulab jamun, for personal consumption and gifting.
• Weekend Specials Menu Limited-time weekend menu of traditional Indian snacks and sweets including Cut Mirchi and Ragda Pattice, targeted at food enthusiasts seeking traditional flavors, priced from $6.99.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Choolaah Indian BBQ: An Indian fast-casual chain on the US East Coast. Directly comparable to Mithaas on the modern fast-casual Indian dining format and East Coast footprint, though focused on tandoor/BBQ rather than street food.
• Hot Breads India: An Indian bakery and sweets retail chain with US presence selling mithai, snacks, and vegetarian savory items. Comparable to Mithaas on the mithai/sweets category and nationwide shipping concept via MithaasUSA.
• Indikitch: An Indian fast-casual concept serving bowls and street food in the US. Directly comparable to Mithaas on the modern Indian street food positioning and counter-service format.
• Saffron Indian Kitchen: Indian fast-casual restaurants serving the Mid-Atlantic and East Coast. Comparable to Mithaas on fast-casual Indian positioning, regional multi-location presence, and modernized dining experience.
• Sahni's Sweets & Catering: Indian sweets and catering service with NJ presence. Comparable to Mithaas on the mithai/sweets retail and event catering business lines, particularly relevant to the nationwide shipping and catering arms.
• Tiffin Box Indian Vegetarian Cuisine: A vegetarian Indian fast-casual restaurant operating primarily in New Jersey and surrounding states. Directly comparable to Mithaas on vegetarian-only menu, NJ presence, and Indian street food/fast casual positioning.

Regional players

• Diwan Indian Restaurant: An Indian restaurant in the New York/New Jersey area offering North Indian cuisine and vegetarian options. Comparable to Mithaas on NJ/NY Indian vegetarian dining segment and catering services.
• Bombay Spice NJ: A New Jersey-based Indian restaurant group. Comparable to Mithaas on regional NJ Indian dining market presence, though more focused on full-service traditional Indian cuisine.
• Anjappar Chettinad Restaurant: An Indian restaurant chain specializing in Chettinad/South Indian cuisine with US locations. Comparable to Mithaas on Indian cuisine focus and multi-location operations, but with broader menu including non-vegetarian items.

Broad incumbents

• Saravanaa Bhavan: A globally established South Indian vegetarian restaurant chain with US locations. Comparable to Mithaas on pure-vegetarian Indian menu and casual-dining format, but operates at much larger scale across multiple countries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Mithaas
• Instagraminstagram.com/mymithaas

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mithaas Resturant