Atcha, the Indian-inspired grab-and-go kitchen, has launched London’s first dedicated parantha pop-up at Selfridges Food Hall.
The stuffed flatbreads, also referred to as paratha or parotta depending on the regional variations in India, are the centrepiece of Atcha’s menu at the popular Food Hall alongside its popular toasted curry-in-sourdough sarnies and more.
Aadit Shankar, Founder and Co-Owner of Atcha, says: “We’re bringing the food we love to eat every day, and the punchy flavours our regular customers enjoy, to Indian food lovers in the heart of London’s favourite retail destination.
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“After over a year of delivering to doorsteps, it’s brilliant to have a home where we can spin Punjabi paranthas, Delhi drinks and Bombay’s best in a first for London.”
Rolled expertly by a chef hailing from Amritsar in Punjab, famed for its street food of soft dough paranthas bursting with spiced fillings, the menu has a choice of three variations – Masala Omelette, Aloo [Potato] or Minced Lamb Keema. Freshly made on the day, the paranthas will be warmed and quartered to order and then topped with Atcha’s homemade seasoning, fresh yoghurt, and your choice of mango, lime pickle or a masala chilli sauce.
Selfridges Head of Food, Andrew Bird, notes: “The Pop-Up Kitchen at Selfridges is a destination for exciting food collaborations and a platform for new brands.
“We’re delighted to be launching Atcha’s first retail space, offering their delicious, modern take on Indian street food, and look forward to welcoming customers in to discover their menu.”
The pop up also features Atcha’s home delivery favourites, including curries packed into toasted white and spelt sourdough bread. The Cauli sarnie is Gobhi Sabzi with pickled ginger, masala cashew mayo. The Paneer Sarnie combines fresh Indian cheese with punchy mint and pomegranate chutney, red onion, tomato, mozzarella, and tangy house chaat masala.
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The Atcha Club offers up a new spin to the club sandwich with succulent chicken tikka joining forces with streaky bacon, baby gem, tomato, red onion and tamarind mayo.
For a taste of Bombay, there is Pau Bhaji, a tangy, mashed vegetable hotpot, served with a fresh, buttered bun for dunking. The menu can be washed down with a choice of hot and cold drinks – from Masala Chai and Iced Coffee to a Weekly Lassi showcasing seasonal fruits.
Atcha was created with the idea of delivering a taste of India and has been delivering inventive fresh red rice bowls, salads, soups and wholesome sourdough sandwiches to London doorsteps since 2019. It expanded operations during the pandemic, raising funds via Zoom calls and growing its team and kitchen premises through last year.