Episode 597: Risk, Storytelling, and Building a Brand: The Passerine Story

In this episode, Wil sits down with Maneesh Goyal and Alvina Patel Buxani, the co-founders of Passerine, a neighborhood-focused Indian restaurant in New York City. What emerges is a conversation about risk as a path to fulfillment, the power of storytelling in hospitality, and the intentional way they’ve built a brand that’s as much about people and community as it is about food.

Passerine is more than a restaurant, it’s the product of decades of experience in marketing, luxury branding, and entrepreneurship, paired with a deep appreciation for New York City. Maneesh and Alvina share how their 20-year friendship evolved into a business partnership, how they raised funds from friends and family who believed in their mission, and why their Indian restaurant is designed to keep guests in New York, not transport them elsewhere. They also highlight the indispensable role of their chef, Chetan Shetty, and their commitment to building a strong, culture-driven team.

As Maneesh puts it, “Risk makes life remarkable.” This episode is full of lessons for anyone in hospitality, or anyone who wants to create meaningful, guest-centered experiences.

12 Key Takeaways

1. Risk Makes Life Remarkable – Maneesh’s guiding principle: true fulfillment comes from taking calculated risks, whether starting a marketing agency, coming out in a traditional community, or opening a restaurant.
   
   
2. A Partnership Built on Friendship – Maneesh and Alvina’s two-decade friendship became the foundation for a business partnership built on complementary skills and mutual respect.
   
   
3. Lessons from Early Ventures – Maneesh’s first restaurant taught him the importance of aligning with customer needs and defining a clear brand DNA. lessons he carried into Passerine.
   
   
4. Smart, Passionate Investors – They raised funds from friends and family who weren’t just financially invested but also emotionally connected to the restaurant’s success.
   
   
5. Hospitality as Storytelling – Drawing on Alvina’s luxury branding experience, Pasarine weaves storytelling into everything, from its poetic name (derived from a species of birds) to a cocktail menu inspired by the fable of the king and the songbird.
   
   
6. An Indian Restaurant with New York Spirit – Instead of transporting guests to India, Pasarine serves Indian flavors with a New York sensibility, lighter dishes, approachable flavors, and a team that reflects the city’s diversity.
   
   
7. Design with Intention – Every detail, from soft seating at every table to the music selection, was thoughtfully designed to create a warm, comfortable, and inviting atmosphere.
   
   
8. Chef as Cornerstone – Chef Chetan Shetty’s creativity, hands-on problem-solving, and passion for his craft make him central to the restaurant’s identity and success.
   
   
9. Culture Drives Teams – Maeeish emphasizes that strong leadership visibility, consistent communication, and a clear sense of purpose are essential to inspire hospitality teams.
   
   
10. Hospitality Lessons Travel – Concepts from books like Setting the Table and Unreasonable Hospitality aren’t just for restaurants,  they can transform experiences in industries like healthcare, retail, and beyond.
    
    
11. PR Gets Guests In, Experience Brings Them Back – While good PR can fill seats, it’s the lived experience, the people, the service, the atmosphere, that turns one-time diners into loyal patrons.