A culinary revolution is brewing in the D.C. area, led by two visionaries, Rahul and Sahil, whose destinies were intertwined by their heritage and an indomitable spirit to redefine Indian cuisine. RASA, their brainchild, emerged from the rich tapestry of their upbringing, deeply rooted in the vibrant flavors and traditions of Indian cooking passed down through generations. Born out of a desire to break the stereotypes surrounding Indian food, RASA became a beacon of innovation in the fast-casual dining scene.
Co-founders Rahul and Sahil’s journey, spanning six years and expanding into five locations across the D.C. metropolitan area, is rooted in a story that begins with their fathers. Both pioneers in their own right, their fathers embarked from India to the U.S. in 1985, sowing the seeds of culinary excellence in the rich soil of Washington D.C.’s dining landscape, and opened their own restaurant in 1991. This lineage not only inspired their venture but also instilled in them a profound understanding of the power of food. Growing up within the walls of their fathers’ restaurant, Rahul and Sahil’s upbringing was imbued with the flavors, stories, and traditions of Indian cuisine – a stark contrast to the misconceptions they encountered outside.
Confronting and Redefining Stereotypes
“In the early ’90s, people were like, ‘I’ve never had Indian food before,’ or ‘I hear everything is spicy,’ or ‘I don’t like curry,’” Rahul recalls, highlighting the cultural disconnect. This bewilderment at the American public’s hesitation towards Indian cuisine fueled their ambition to dismantle barriers and introduce a concept that was as inviting as it was revolutionary. By inviting friends and acquaintances to experience their fathers’ cooking, they witnessed firsthand the transformative power of authentic Indian meals, turning skeptics into advocates, one dish at a time.
RASA: A Culinary Epiphany
RASA was conceived as a bridge between tradition and accessibility. Stripping away the intimidation factor of a vast menu and unfamiliar terms, they opted for a simplified, build-your-own model. “At RASA, we’ve created a unique fast-casual type restaurant with a warm, inviting atmosphere. RASA captures the different colors of India, the vibrancy of the food, and also the flavor,” Rahul explains.
RASA has an open kitchen, which becomes a stage for culinary interaction. It guides patrons through a flavorful journey to pick and choose their ingredients, from rice, meats, sauces, and more, all named for ease and familiarity. By transforming traditional dishes into customizable bowls, RASA invites patrons to explore the diversity of Indian cuisine without feeling overwhelmed. Their strategy is simple yet revolutionary: demystify Indian food, make it accessible, and, above all, make it enjoyable for everyone.
Beyond the Plate: A Mission of Unity
At its core, RASA is more than a dining establishment; it’s a mission to unite people in divisive times through the universal language of food. “How can we use food as a vehicle to bring people together?” Rahul muses. This ethos extends to their approach to cultural exploration, leveraging their cuisine as an introductory passport to the world for their patrons.
Through RASA, Rahul and Sahil not only offer a taste of India but also foster a broader curiosity and openness to create stronger communities.
“RASA captures the different colors of India, the vibrancy of the food, and also the flavor”
Sustainability’s Sake
RASA champions the philosophy that food is medicine. In a world where fast food is often the go-to, contributing to widespread unhealthy eating habits, it strives to counteract this trend with its restaurant offerings. Recognizing that accessibility and affordability often steer people towards less healthy options, Rahul and Sahil have been meticulous in curating a menu that balances healthfulness with flavor.
Over 80% of its menu is vegan, eschewing gluten stabilizers, added chemicals and food coloring, and heavy use of butter and cream. Says Sahil: “Everything is cooked fresh. Sustainability is a cornerstone of our sourcing philosophy, with all our proteins, including chicken, lamb, and shrimp, being sustainably grown and locally sourced, incorporating seasonal produce like sweet potatoes, lettuce greens, and eggplant into our dishes. Our dedication to quality ingredients underscores our mission: to offer food that nourishes the body and soul, making healthy, delicious eating an accessible choice for our community.”
Innovation at the Heart
“India is such a diverse country; you go 10 miles in any direction, the food is different,” Rahul explains, highlighting the foundation of RASA’s ever-evolving menu. Seasonal rotations of chutneys and vegetables, alongside menu innovations, reflect RASA’s commitment to adapting to the evolving American palate, increasingly inclined towards spicier flavors.
Beyond the menu, RASA’s innovative spirit extends to operational efficiencies, particularly in managing the complexities of catering orders across multiple locations. This challenge prompted the adoption of a new software system, simplifying prep work and streamlining the ordering process. Furthermore, partnering with tech companies like Choco has revolutionized how they place orders with vendors, moving from voicemails to an integrated app-based system, showcasing RASA’s forward-thinking approach in embracing technology to enhance their operational workflow.
Unity Through Food
Perhaps the most remarkable aspect of RASA’s journey is its unwavering dedication to community service, especially highlighted during the challenging times of COVID-19. By partnering with initiatives like Feed the District and World Central Kitchen, RASA extended its hospitality beyond the confines of its restaurants, nourishing bodies and spirits alike. This altruistic spirit reflects the essence of RASA — food not just as sustenance, but as a means to heal, unite, and celebrate our shared humanity.
RASA stands as a testament to the vision and resilience of its founders, their families’ legacy, and the power of food to connect, educate, and inspire. In the bustling landscape of Washington D.C., RASA is not just a restaurant; it’s a vibrant culinary invitation to explore, enjoy, and embrace the rich tapestry of the world’s flavors, one bowl at a time.
