AMMA & ATTA — London

A quieter way
to eat well,
every day.

AMMA & ATTA is a premium daytime Indian kitchen for the modern working day — flavour-rich, light, and built to be returned to. We are now raising to open our first site in the City of London.

A pair of fresh parathas served with cooling raita on a linen cloth

Prime site

City of London location secured

60%

of £1.2M raise achieved

60+

investors validated to date

QSR

Premium daytime positioning

The Opportunity

The UK has no Indian-led daytime kitchen built for how cities actually eat now.

Daytime eating has shifted. People want food that is lighter, flavour-led, and repeatable across the working week — without slipping into the same grain bowl twice.

Indian-light cooking — flatbreads, dals, pickled vegetables, slow-spiced grains — answers that brief naturally. AMMA & ATTA brings it forward in a format designed for speed, quality, and frequency.

A market gap

No premium Indian-led daytime QSR operating at scale in the UK.

A behaviour shift

Higher frequency, lighter midday eating across urban professionals.

A natural fit

North Indian home cooking is flavour-rich, balanced and repeatable.

The Concept

A clean, modular menu — built for speed, served with care.

Three formats. One philosophy. Each plate is composed to be light enough to repeat and satisfying enough to remember.

A grain bowl with dal, rice, slow-cooked vegetables and fresh herbs

Parathas

Stuffed flatbreads, finished to order. The everyday hand-held.

Bowls

Slow-spiced dals, grains and seasonal vegetables. Composed, never assembled.

Wraps

Flatbread + filling + pickle. Designed for the walk back to the desk.

The Film

A short film on the kitchen behind the brand.

Two minutes inside the cooking, the people, and the rhythm that AMMA & ATTA is built around.

Film — 02:14

Why It Works

Four conditions, aligned.

Right product

Light, flavour-led, repeatable.

Right time

Daytime trade is the underserved opportunity.

Right place

Dense, weekday City of London footfall.

Right model

QSR economics with premium positioning.

Validation

“Light, balanced, the kind of food I would eat three times a week.”

Investor traction

60% of the £1.2M raise committed across 60+ aligned investors before public launch.

Supper club programme

Multi-format tastings used to refine menu, pricing and operational rhythm.

Product feedback

Repeat language: light, flavourful, satisfying without heaviness.

Location

Calm restaurant interior with natural wood, terracotta plaster and soft daylight

City of London. Weekday rhythm.

A prime site secured in the heart of the City — surrounded by the dense weekday professional footfall the format is built for.

Daily footfall: 500k+
Trading window: 07–17
Audience: Urban professionals
Status: Site secured

The Story

Hands tearing fresh paratha at a sunlit table

Rooted in a kitchen.
Built for a city.

AMMA & ATTA grew out of memories of meals prepared with care — the everyday cooking of mothers and grandmothers in Punjabi homes. Food that was never performative, never excessive — just considered, generous, and made to be returned to.

The name itself holds the story. Amma — mother. Atta — the flour she worked between her hands every morning. Two words that carry an entire way of cooking: patient, exact, quietly nourishing.

We are translating that rhythm into a modern daytime format — light enough to repeat, flavour-led enough to remember. A meal that fits the working day rather than interrupting it.

Considered

Every plate composed, never assembled.

Generous

Flavour-rich without heaviness.

Quiet

Confident in voice. Calm in form.

The Team

A founder, an advisor, and operators who have built it before.

AMMA & ATTA is led by a founder with deep commercial and wellness expertise, backed by senior operators from itsu, Roti King, YO! Sushi, Pizza Pilgrims and Imbiba.

Simone Hundle-Scheuer

Founder & CEO

German-born and UK-based since 2000, Simone brings 25 years in finance — including senior leadership at JPMorgan and Citi, where she led global sales management for the Private Bank. A qualified Holistic Healing Counsellor and certified Ayurvedic Lifestyle and Nutrition Consultant, she bridges commercial rigour with the brand's wellness philosophy.

Harinder Hundle

Non-Executive Advisor

Founder of HUNDLE, an award-winning London multi-family office serving ultra-high-net-worth clients across the UK's restaurant and service industries. British-born of Punjabi heritage, his childhood memories of his mother's parathas inspired the brand. HUNDLE's investment philosophy centres people, sustainability and long-term legacy.

Strategic Partners

Ganan Kanagathurai

Strategic Advisor

Founder and owner of Roti King, the cult Malaysian street food concept, and former Chief Executive of itsu — the Asian-inspired multi-site QSR and grocery business across the UK and Europe. Advises the founders on hospitality and property.

Amir Mousavi

Culinary Director

Founder of Good Food Studio, a hospitality consultancy specialising in mobilising restaurant projects with precision, creativity and commercial focus. Previous concepts include Island Poké, Mighty Slice, Dabba Drop, Basilico and Galeta.

Kieran Sherlock

Property Director

Property Director at YO! Sushi for 12 years (growing 7 to ~100 sites, UK and international) and at Pizza Pilgrims for 10 years (2 to 30 sites). Now Partner and Property Director at Imbiba, with site acquisitions for Farmer J, Vagabond Wine, House of Gods and 1Rebel.

Investment Summary

£1.2M raise.
60% secured.

Minimum ticket from £10,000. We are speaking with a small, considered group of investors before opening more broadly.

Request the full deck

Site build & fit-out

55%

Brand & marketing

15%

Operations & launch team

20%

Working capital

10%

Progress

£720k committed£1.2M target

Frequently Asked

Questions, answered plainly.

What is the minimum investment?

Tickets begin at £10,000. We are speaking with a small, considered group of investors before opening the round more broadly.

What stage is the raise at?

We have committed 60% of a £1.2M round across more than 60 aligned investors, ahead of public launch.

Where will the first site open?

A prime site has been secured in the City of London — selected for its dense weekday professional footfall and alignment with the daytime format.

What is the use of funds?

55% site build and fit-out, 20% operations and launch team, 15% brand and marketing, 10% working capital.

What is the long-term plan?

The first site is designed as a proof-of-format. Operating model, menu and brand have been built with multi-site rollout in mind across central London and beyond.

Who else is involved?

The founder is supported by senior operators from itsu, Roti King, YO! Sushi, Pizza Pilgrims and Imbiba, alongside a non-executive advisor from a London multi-family office.

How do I receive the full prospectus?

Join the circle

A small table.
By invitation.

We are bringing a considered group of investors into the founding circle of AMMA & ATTA. Register your interest to receive the prospectus and a personal introduction.

A quieter wayto eat well,every day.