Samoon’s journey has been deeply rewarding, says Rita Chachra

Rajkumari Sharma Tankha

Samoon is a legacy born from the culinary journey of Rita Chachra’s family, which began in Kuwait and blossomed in Delhi NCR. “In 1990, my mother began cooking for friends and family, inspired by her mother-in-law in Basra, Iraq. What started with homemade burgers and pizzas evolved into a genuine love for sharing Middle Eastern flavours within our community,” says her son Rafid, who joined her in 2015. “The joy experienced by those who visited our home, neighbours and expats alike, cemented our family’s belief in food as a bridge between cultures, and samoon.in is the latest chapter in this heartfelt journey,” he adds.

In an email conversation with Life & More, Chachra tells us more about Samoon.

So, what’s the core culinary vision behind Samoon?

Samoon is a staple Middle Eastern bread, beloved across Iraq and the Gulf. The name embodies our roots and dedication to sharing authentic Middle Eastern experiences. It represents simplicity, tradition, and the warmth of family that shaped our cuisine and our brand.

You introduced hummus to Delhi – what was its acceptance level. and why did you pick up hummus among all the other mid-eastern dishes?

When we introduced hummus to Delhi, it was relatively new to many, but it quickly gained love for its fresh, healthy, and savoury taste. We chose hummus because it’s a classic Middle Eastern staple that represents the heart of our cuisine simple, wholesome, and versatile. It was our way of inviting people to experience Middle Eastern culture through something approachable and delicious.

What kind of growth have you seen in your customer base over the years? Satisfied or still a long way to go…

We’ve seen encouraging growth in our customer base, especially among families, young professionals, and expats who crave authentic Middle Eastern food. While we’re proud of how far we’ve come, we believe there is still a long journey ahead to reach more people and innovate further. Our growth is a continuous process fueled by customer love and feedback.

What kind of changes have you seen in food preferences by people since the time you started back in 1990s?

Since starting in the 1990s, people have become much more adventurous and health-conscious. There’s been a shift towards fresh, wholesome ingredients and an openness to trying global flavors. While people now enjoy experimentation, there remains a strong appreciation for authenticity and comfort, which we strive to balance in our offerings.

Have you kept the authenticity of the recipes of your mom and mom-in-law? 

Absolutely. Authenticity is the heart of Samoon. We have preserved the core recipes passed down by my mother and mother-in-law, ensuring that every dish carries the warmth and tradition of our family kitchen.

How do you balance authenticity and innovation when introducing new dishes, especially these days when people have become experimental?

Samoon is anchored in Middle Eastern cuisine, drawing especially from Iraqi and Kuwaiti influences thanks to our family history. We offer cherished favourites like breads, dips, grilled specialties, and classic comfort dishes. We serve those seeking healthy and authentic Middle Eastern cuisine, from families to young professionals and expats in Delhi NCR

Which is your hot-selling dish? And why do you think it gets such popularity?

Emirati and Traditional Chicken Shawarma are our best-selling items. These shawarma are quite close to the middle eastern flavours, however we have tweaked them enough to suit the Indian palette. These shawarmas have been perfected for over 30 years, from our home to your table, they have been curated with a lot of love and thought.

How do you ensure the brand identity of Samoon remains intact as you scale, especially with franchises?

Through consistent quality, unique family-driven recipes, authentic storytelling, and personalized customer engagement, we aim to grow thoughtfully while remaining true to our core values and identity.

How much has technology helped Samoon?

Samoon by Recipe Master launched its cloud kitchen presence on Swiggy and Zomato in 2018, reaching new audiences while keeping the ethos of our brand alive. Our unique story and menu help us connect emotionally, not just through digital platforms but through the heartfelt experiences we share.

You presently have three outlets… any plans to expand further in Delhi/ NCR or across India.

We envision samoon.in evolving into a beloved dine-in destination—where emotions and experiences are as important as the food itself—while also expanding our cloud kitchen reach and launching new culinary concepts inspired by our heritage. we’re exploring new brands that reflect other facets of Middle Eastern and Indian food culture, all tied together with the same commitment to quality and heartfelt service.

Now that your son has joined, what is your role

With my son joining, my role has naturally evolved towards mentorship, steering brand vision and ensuring our culinary heritage stays intact as we grow. It’s fulfilling to pass on the family legacy while letting fresh ideas and energy shape our future.

Grilled Chicken Platter

As a women entrepreneur, what kind of challenges did you face when you began, or you are still facing. Does gender limits you or expands you?

There were definitely challenges in balancing traditional expectations and entrepreneurial ambitions especially in a male-dominated food industry. However, I see gender more as a source of strength than limitation. It has expanded my perspective and determination. Being a woman entrepreneur has allowed me to bring empathy and resilience into the business, which has been invaluable.

Looking back, how do you view your journey?

Looking back, the journey has been one of passion, perseverance, and learning. It’s been deeply rewarding to see our family recipes embraced by a growing community, and to witness food connecting cultures and hearts. There have been hurdles, but each step has shaped who we are today and fuels our future.

Any suggestion for upcoming women entrepreneurs, especially those in food business.

My advice to upcoming women entrepreneurs is to stay authentic, trust your instincts, and never underestimate your resilience. The food business is tough but rewarding—allow your passion for what you create to guide you. Build your support system, keep learning, and most importantly, believe that your unique voice and story matter.