Singer Arijit Singh has opened a vegetarian restaurant named Heshel in his hometown of Jiaganj, a small riverside town in Murshidabad district, West Bengal. Unlike typical celebrity-owned dining establishments that focus on luxury and exclusivity, Heshel offers simple, affordable meals with prices starting at just ₹30.
The restaurant serves the local community including daily wage workers, laborers, students, families, and elderly residents. It operates daily from 10:30 AM to 10:30 PM, providing accessibility for people with different work schedules.
According to reports by Moneycontrol, Heshel is part of a long-standing family initiative and is managed by Arijit Singh’s father, Surinder Singh. The restaurant was not launched with press conferences or promotional campaigns, maintaining a low-profile presence in the town.
Affordable Pricing Structure
The most notable aspect of Heshel is its pricing model. A complete vegetarian thali costs approximately ₹40, with reports suggesting student prices may be as low as ₹30. This stands in stark contrast to urban restaurant pricing where similar meals typically cost significantly more.
The meals feature Bengali and Punjabi-style vegetarian dishes prepared for everyday consumption. The menu focuses on familiar, filling, and nutritious food rather than experimental or fusion cuisine. According to confirmation from the restaurant, it primarily serves vegetarian meals, contrary to some social media speculation about non-vegetarian options.
Pricing may vary based on portion size, but the underlying philosophy remains consistent—providing quality food at accessible prices. The restaurant uses steel plates and maintains modest interiors, keeping operational costs low.
Community-Focused Approach
Heshel was built specifically for the local Jiaganj community rather than as a commercial venture targeting tourists or fans. The restaurant serves people who need reliable, nutritious food at fair prices as part of their daily routine.
The name “Heshel” has drawn curiosity, though there is no official explanation for its origin. Local residents suggest it reflects simplicity and grounding, values that appear consistent with the establishment’s overall approach.
Surinder Singh follows a disciplined routine in managing the restaurant, focusing on keeping overhead costs low while maintaining efficient food preparation. This operational model allows the restaurant to sustain its affordable pricing structure.
Contrast with Celebrity Restaurants
Heshel differs significantly from typical celebrity-owned restaurants in several ways. There are no promotional posters, curated merchandise, or attempts to capitalize on Arijit Singh’s fame. The restaurant does not feature luxury interiors, celebrity chefs, or Instagram-focused presentation.
This approach aligns with Arijit Singh’s known personal style. The singer is recognized for traveling without security, avoiding public appearances, and maintaining distance from endorsement-heavy lifestyles. The restaurant appears to be an extension of this worldview.
Instead of scaling upward with multiple locations or premium offerings, Heshel focuses on serving its immediate community effectively. This represents an alternative model where success deepens into local impact rather than expanding geographically or commercially.
Organic Social Media Attention
Heshel gained public attention not through official marketing campaigns but through organic word-of-mouth and social media posts by visitors and local residents. Images of the thalis, handwritten bills, and simple restaurant interiors began circulating online naturally.
Social media users have commented on the restaurant’s inclusive approach and affordable pricing. The establishment has become a topic of discussion primarily because of its service model and the community it serves, rather than due to its celebrity ownership.
Many online comments have appreciated what they perceive as Arijit Singh’s choice to focus on accessibility over commercial potential or brand building. The restaurant has sparked conversations about different models of celebrity business involvement.
Operational Model
The restaurant maintains a straightforward operational approach. It prepares vegetarian meals using standard recipes without attempting to reinvent cuisine or present elaborate presentations. The focus remains on balanced, familiar food that meets daily nutritional needs.
By keeping operations simple and avoiding expensive overheads associated with luxury dining, such as elaborate decor, imported ingredients, or extensive staff, Heshel can maintain its low price points while reportedly remaining sustainable as a business.
Community Impact
For residents of Jiaganj, particularly students and daily wage workers, Heshel provides an option for complete meals at prices that fit within modest budgets. In smaller towns where dining options may be limited, such establishments can serve important community functions beyond mere commerce.
The restaurant operates within a different framework than growth-focused businesses, prioritizing consistent service to its local community over expansion or profit maximization.
