In the competitive landscape of destination dining, creating memorable customer experiences has become the ultimate differentiator. While many restaurants focus solely on food quality or ambiance, the most successful establishments understand that exceptional customer experience emerges from the seamless integration of every touchpoint—from the moment a guest discovers the brand to long after they’ve left the premises. And it becomes more significant when it’s about tropical dining.
Today, we explore this philosophy through the lens of Jugnu, a remarkable destination dining experience nestled in the heart of Assagao, Goa. Far more than a traditional restaurant, Jugnu represents a masterclass in experiential hospitality. ere every element has been meticulously crafted to evoke emotion, curiosity, and joy.
Founded by the dynamic duo of Sandeepraj Salian and Vicky Bachani, Jugnu occupies a beautifully restored 160-year-old Portuguese villa, transforming this historic space into a whimsical world inspired by the gentle glow of fireflies. The venue seamlessly blends immersive storytelling with tropical nostalgia and bold Indian flavors, creating an experience that transcends conventional dining.
Unique Challenges
What makes Jugnu particularly fascinating from a customer experience perspective is how the founders have addressed the unique challenges of operating in Goa’s seasonal market. Rather than simply relying on tourist footfall, they’ve cultivated deep relationships with local patrons while creating programming that keeps guests engaged throughout the year. Their approach demonstrates how authentic hospitality, when combined with thoughtful design and consistent execution, can build lasting customer loyalty even in highly competitive markets.
The restaurant’s design philosophy centers on connection—not just between food and flavor, but between people and place, tradition and innovation, local culture and global influences. From the cascading waterfall and lush palms to the striking bar crafted from repurposed tree bark, every design element serves a purpose in the broader customer journey.
Under the culinary guidance of Chef Ajay Chopra, Jugnu’s menu explores India’s place in the tropical belt, celebrating shared culinary DNA with coastal and equatorial cultures worldwide. This approach creates dishes that feel both inventive and familiar—a delicate balance that speaks to sophisticated customer experience design.
In this exclusive interview, we delve deep into the strategies, philosophies, and tactical approaches that make Jugnu a standout example of customer experience excellence in the hospitality sector. We’ll explore how the team navigates seasonal challenges, builds community connections, and maintains the intimate, personal touch that keeps guests returning season after season.
Foundation & Philosophy
Q1. Vicky, your journey from London’s restaurant scene to founding Jugnu is fascinating. How did those early experiences as a waiter shape your understanding of customer experience?
VB: Honestly, those early days on the floor taught me more than any business school could. As a waiter, you’re constantly reading people — their moods, their preferences, their expectations — often before they even say a word. I learned the importance of anticipation, of making someone feel seen and cared for without being intrusive. It’s about the small gestures — a smile, remembering someone’s favorite drink, pacing the meal just right. That kind of attention to detail became the foundation for Jugnu’s hospitality ethos. We don’t just serve food; we serve an experience, and that sensitivity to customer energy is something I still carry with me from those days.
Q2. Firefiles inspiring the concept of Jugnu is beautifully poetic. How does this metaphor translate into tangible customer experience elements throughout the restaurant?
VB: The name Jugnu came to us quite instinctively when we first saw the space. There was a quiet magic in the air — something intimate, glowing, and full of potential. Much like a firefly, the idea was to create a space that doesn’t scream for attention but gently draws you in with its warmth and character. Nestled in the serene lanes of Assagaon, Jugnu feels like a discovery — a place where design, ambience, and experience come together effortlessly.
We’ve curated the interiors to reflect that same glow — soft textures, layered lighting, and an energy that feels alive yet calming. Our food carries this story forward too — rooted in bold, tropical flavours but presented with subtlety and soul. Every detail, from the music to the plating, is designed to evoke a feeling — of beauty, of connection, and of something quietly unforgettable.
Touchpoints and Interactions
Q3. You’ve described Jugnu as making guests feel like they’re dining in a friend’s home. What specific touchpoints and interactions make this feeling authentic rather than manufactured?
VB: That feeling of dining in a friend’s home isn’t just an idea — it’s how we approach every guest interaction at Jugnu. It begins with a warm, unscripted welcome, and continues with small, thoughtful gestures that feel natural, not forced.
We don’t follow a rigid service style — our team is encouraged to read the room, adapt to each table’s vibe, and connect genuinely. Whether it’s remembering a guest’s favourite cocktail, sharing a quick story behind a dish, or simply giving them space — it’s all about making people feel seen and comfortable.
The space itself adds to this ease — it’s layered and inviting, with corners that feel like a friend’s living room. The lighting, the music, even the pace of the meal — everything is designed to help people slow down, settle in, and feel like they belong.
Design & Ambiance
Q4. The restaurant flows through multiple zones—tropical garden, alfresco decks, dance floor, dining rooms. How do you ensure a cohesive customer experience across these diverse spaces?
VB: Each zone at Jugnu has its own personality — from the lush tropical garden to the intimate dining rooms, the alfresco decks to the lively dance floor. But what ties them all together is a common energy and intent. We didn’t want the space to feel like separate venues stitched together. Instead, we focused on flow — in design, in service, and in emotion.
The transitions between each area are seamless — visually, through textures and lighting, and experientially, through music and hospitality. The service team is trained to carry the same warmth and attentiveness across every corner, whether someone is sipping a cocktail under the trees or dancing under the stars.
Ultimately, Jugnu is about mood and memory. Each space offers a slightly different tempo, but the soul remains the same — vibrant, welcoming, and quietly unforgettable.
Handcrafted Washroom Tiles and Ambient Lighting
Q5. Details like handcrafted washroom tiles and ambient lighting often go unnoticed. Why is this level of attention to ‘invisible’ touchpoints important for customer experience?
VB: It’s often the details you don’t consciously notice that leave the deepest impression. Things like handcrafted tiles in the washroom, the way the lighting wraps around a space at sunset, or even the scent in the air — these aren’t loud design statements, but they shape how a guest feels without them realizing why.
At Jugnu, we believe these ‘invisible’ touchpoints are what elevate a space from just beautiful to truly soulful. They signal care. They tell a guest, even subconsciously, that every corner has been thought through with intention. And when every element — even the quietest one — is designed with feeling, it creates a sense of completeness, of ease, of something meaningful.
In a world that often rushes toward the obvious, we wanted Jugnu to be a place where the subtle speaks just as loudly as the spectacular.
Grandeur of the 160-year-old Portuguese Villa
Q6. How do you balance the grandeur of the 160-year-old Portuguese villa with the intimate, approachable atmosphere you want to create?
VB: The villa itself is undeniably grand — 160 years of history, with soaring ceilings, old-world arches, and a certain quiet majesty. But from the very beginning, we knew we didn’t want Jugnu to feel intimidating or overly formal. The goal was to let the architecture breathe while softening it with emotion and warmth.
We worked with the existing bones of the structure — celebrating the heritage elements rather than competing with them — and layered in textures, colours, and lighting that made the space feel lived-in and welcoming. Think antique chandeliers, variety of chairs, high ceiling — details that make people feel at home, not on display.
Ultimately, we let the villa tell its story, but we rewrote the tone — not grand and distant, but generous and open. That balance is what gives Jugnu its unique charm: rooted in history, but grounded in human connection.
Culinary Experience
Q7. Chef Ajay Chopra’s tropical-Indian fusion concept is unique. How do you introduce guests to unfamiliar flavor profiles while ensuring they feel comfortable and engaged?
VB: Chef Ajay’s tropical-Indian fusion is bold, playful, and rooted in deep culinary thought — but we’re very mindful of making that creativity feel accessible, not intimidating. The key is storytelling. Every dish at Jugnu comes with a little narrative — where the idea came from, what inspired the pairing, or the regional ingredient behind it. When guests understand the ‘why,’ they’re more open to trying something new.
We also design the menu to have balance — there are familiar touchpoints alongside more adventurous ones. So even if someone’s tasting, say, a garlic miso butter shrimp skillet which is prawns with vada pav garlic chutney for the first time, it’s presented in a format they can relate to. The team is trained to engage gently, answer questions, and gauge comfort levels — we never want a guest to feel out of depth.
It’s all about curiosity over complexity. We want people to discover, smile, and remember — not just what they ate, but how it made them feel.
Customer Insights
Q8. You frequently adapt the menu based on seasons and guest feedback. Can you share how you collect and implement customer insights?
VB: Being in Goa — one of the most diverse and vibrant tourist destinations — means we’re welcoming guests from across India and around the world, each with unique palates and preferences. It’s important to us that the menu feels inclusive, with dishes that resonate across cultures while still staying true to our identity.
We take feedback seriously. Whether it’s a casual comment from a guest, a dish that keeps getting reordered, or something that doesn’t quite land — we’re always listening. Our team notes these insights daily, and Chef Ajay and the kitchen regularly revisit the menu based on what’s working and what’s evolving.
Also, Jugnu is still young — we opened our doors in January, and we are entering our first season. With every new wave of guests, we’re learning more. Seasonal shifts are also important in Goa — as the weather changes, so do cravings. We adapt our menu to introduce fresher, lighter flavours that match the mood of the moment. It keeps things exciting for our returning guests and creatively energising for our team.
Khandeshi Raani Noir
Q9. Dishes like the Khandeshi Raani Noir and Jugnu Butter Chicken tell stories. How do you train your service team to share these narratives effectively?
VB: At Jugnu, storytelling is as important as seasoning. Dishes like the Khandeshi Raani Noir or the Jugnu Butter Chicken or our desserts are not just recipes — they carry cultural memory, creative reinterpretation, and a lot of heart. We want our guests to connect with that, not just through taste, but through the journey behind each dish.
Our service team is trained not just in hospitality, but in narrative. Before a dish goes on the menu, we walk the team through its origin, inspiration, ingredients, and what makes it special. But we don’t script the storytelling — we encourage the team to find their own voice, to speak with warmth and authenticity rather than memorising lines.
It’s about sparking curiosity. Sometimes it’s a quick anecdote, sometimes it’s a deeper conversation if the guest is interested. The goal is always to create a richer, more personal experience — where every plate isn’t just eaten, but remembered.
Seasonal Challenges & Local Community
Q10. Operating in Goa’s seasonal market presents unique challenges. How do you maintain customer relationships during off-peak periods?
VB: Goa’s seasonality is both a creative opportunity and a challenge. We opened our doors at the end of January 2025 — right at the edge of what’s considered the off-season — and interestingly, we see a beautiful momentum being built during the monsoon. It turned out to be a blessing in disguise. Those early months gave us the space to fine-tune operations, build a strong team rhythm, and have deeper, more meaningful conversations with our guests.
It is helping us to lay a solid foundation before the main season begins. We are really getting to know our diners — their feedback, their preferences, their stories.
During the quieter periods, we also stay connected with our wider community through digital storytelling — sharing what’s happening behind the scenes, experimenting with new dishes, or simply offering a glimpse into life at Jugnu. And off-season becomes a time to nurture our local relationships — with Goa residents, creatives, and collaborators who make the space feel alive year-round.
So even when things slow down, the heart of Jugnu keeps beating — evolving, listening, and preparing to welcome everyone back with something fresh and thoughtful.
Strong Local Patronage
Q11. You’ve cultivated strong local patronage alongside tourist appeal. What strategies help you serve these different customer segments without compromising either experience?
VB: We’ve been very intentional about building Jugnu as a space that feels rooted in Goa but welcoming to the world. Cultivating strong local patronage while appealing to tourists isn’t about choosing one over the other — it’s about creating an experience that feels genuine to all.
For locals, we focus on consistency, warmth, and community-driven experiences — like our beloved Sunday brunches, curated seasonal menus, and special events like the upcoming ‘Brunch with Pets.’ These aren’t just offerings; they’re opportunities to connect on a deeper level. We also collaborate with local artists and musicians to keep the energy grounded in Goa’s creative spirit.
For tourists, we lean into discovery — giving them a slice of Goa that’s soulful, beautifully designed, and full of vibrant flavours they may not find elsewhere. But the essence of what we offer never shifts — we simply meet each guest where they are, ensuring the heart of Jugnu feels the same, whether you’re a first-time visitor or someone we see every weekend.
What’s most rewarding is watching our ideas resonate with both groups — and seeing first-time visitors turn into returning guests, regardless of where they’re from.
Events and Cultural Collaborations
Q12. Your events and cultural collaborations seem central to community building. How do you measure the success of these initiatives beyond immediate revenue?
VB: For us, success isn’t just about a packed house or revenue on the day — it’s about the kind of energy that lingers after the event is over. When we host cultural collaborations or community experiences at Jugnu, we’re looking to spark connection, curiosity, and a sense of belonging.
We measure success in more human ways: Are people staying longer, engaging more deeply, coming back with friends? Are they talking about the experience weeks later, sharing it on their own, or asking when the next one is happening? That kind of organic enthusiasm tells us we’re creating something meaningful.
We also track repeat visits from locals, increased dwell time, and genuine collaboration requests from artists and creators. Those signals — not just sales — show us we’re building something that resonates. For us, community isn’t a campaign. It’s the soul of Jugnu.
Service & Hospitality
Q13. What training or development programs ensure your team can deliver the personal, story-driven service Jugnu is known for?
VB: At Jugnu, service is never just transactional — it’s deeply personal and rooted in storytelling. We believe that every team member is an extension of the brand’s voice, so we invest a lot in helping them understand not just the menu, but the meaning behind it.
We conduct immersive training sessions where our chefs and founders walk the team through the inspiration behind each dish — the ingredients, the culture, the story. But we don’t ask them to memorize scripts. Instead, we encourage them to internalize the narrative and express it in their own way, with warmth and authenticity.
We also have regular role-playing exercises, feedback circles, and even share guest anecdotes as learning moments. Our goal is to build confidence, empathy, and a genuine connection to the experience we’re offering. Because at the end of the day, great service isn’t about perfection — it’s about presence.
Service Recovery
Q14. How do you handle service recovery when things don’t go as planned? Can you share a specific example?
VB: Things don’t always go perfectly — that’s the nature of hospitality. But how we show up in those moments often defines the guest’s memory far more than when everything goes smoothly. At Jugnu, service recovery starts with listening, not defending. If a guest feels let down, our first priority is to understand their experience and make them feel seen.
We empower our team to take immediate action — whether that’s replacing a dish, moving a guest to a more comfortable table, or simply taking a moment to acknowledge that something didn’t feel right. Then we follow up personally — either with a conversation before they leave or a message later — to let them know their feedback led to something constructive.
One instance that stands out: during a packed Sunday brunch, a guest with dietary restrictions received a dish with an ingredient they couldn’t consume. It was an oversight — and the guest was understandably upset. We not only replaced the dish immediately, but our chef personally came out to discuss their preferences and curated an off-menu option just for them. We also followed up with a handwritten note and an invite to return as our guest. They came back — and brought friends.
Moments like these remind us: a recovery done with sincerity can often build more loyalty than a flawless meal.
Closing
Our conversation with Vicky Bachani reveals the profound impact that intentional, story-driven customer experience design can have in the hospitality industry. Jugnu’s success demonstrates that in an age of digital disruption and changing consumer expectations, the fundamentals of human connection, authentic storytelling, and meticulous attention to detail remain more relevant than ever.
What emerges most clearly from Vicky’s approach is the understanding that exceptional customer experience isn’t about grand gestures or expensive installations—it’s about consistency, authenticity, and genuine care for every person who enters your space. From the decision to support staff during the pandemic to the careful curation of washroom tiles, every choice reflects a deeper philosophy about hospitality as an act of service and community building.
The restaurant’s ability to thrive in Goa’s challenging seasonal market offers valuable lessons for businesses operating in similar environments. By focusing on local community building rather than relying solely on transient customers, Jugnu has created a sustainable model that transcends typical tourism-dependent businesses. Their approach to programming, events, and cultural collaboration shows how restaurants can become genuine community hubs rather than mere dining destinations.
CX Requires Both Strategic Vision and Tactical Execution
Perhaps most importantly, Jugnu’s story illustrates how customer experience excellence requires both strategic vision and tactical execution. The philosophical commitment to making guests feel like family must be supported by operational systems, staff training, and continuous refinement based on guest feedback. It’s this marriage of heart and process that creates truly memorable experiences.
The tropical dining concept that Jugnu has pioneered speaks to a broader trend in hospitality toward experiential, story-driven brands that offer more than functional service. As customers increasingly seek authentic experiences over mere transactions, restaurants like Jugnu point toward a future where hospitality businesses must become skilled storytellers, community builders, and experience curators.
As Vicky and his team look toward expansion and new concepts, they carry with them the essential insight that great customer experience is ultimately about creating spaces where people feel seen, valued, and connected. In an industry often focused on quick turns and operational efficiency, Jugnu’s commitment to deeper human connection offers a refreshing and profitable alternative.
Valuable Principles of CX
For customer experience professionals across industries, Jugnu’s approach offers valuable principles: the importance of consistent storytelling across all touchpoints, the power of community building in creating sustainable business models, and the recognition that authentic experiences require authentic values lived out in daily operations.
The firefly that inspired Jugnu’s name represents something small that creates beautiful light in darkness. In many ways, this perfectly captures what exceptional customer experience can do—small, consistent actions that create moments of genuine delight and connection, illuminating what hospitality can be at its very best.
As the hospitality industry continues to evolve, Jugnu stands as a beacon for what’s possible when customer experience is viewed not as a department or initiative, but as the fundamental purpose of the business itself. Their story reminds us that in a world of increasing automation and efficiency, the human elements of warmth, story, and genuine care remain irreplaceable.
