A NEW CATEGORY OF INDIAN FOOD
City of London Launch
First kitchen opening September 2026.
£1.2M Pre-seed Fund
To launch site one. SEIS / EIS-eligible.
£40bn+ market size
UK Takeaway category. Source: Mintel, 2025–2026.
£23bn+ CURRENT UK SPEND
UK lunch out-of-home occasion. Source: Kantar.
MARKET GAP
Light daytime Indian food.
The Opportunity
A gap hiding in plain sight.
Indian. Light. Finally.
In a £40bn+ UK fast-food market and £23bn lunch category, Indian food remains underrepresented as an everyday, health-led choice.
Amma & Atta is built to capture this gap at scale.
market gap
No light, premium Indian-inspired daytime kitchen operating at scale in London.
behaviour shift
Half of urban professionals actively prioritise healthier eating. Source: Mintel.
natural fit
The Concept
Three
formats.
One
philosophy.
Each dish is built around the same intention: food that helps you return to yourself, align with your day, and rise with steady energy.
Familiar ingredients, reimagined for a lighter, faster, modern day.
Simple fare. Rich in taste. Made for every day.
Bowls
Layered grains, lentils, vegetables, chutneys and crunch. Bright, balanced and built for the working day.
Wraps
Warm spelt flatbreads rolled with protein, greens and pickle. The everyday hand-held.
Parathas
Freshly layered parathas reimagined with seasonal sides, yoghurt and achar. A new take on tradition.
OUR HERITAGE
Ancient roots. Modern table.
The seed of Amma & Atta was planted many years ago, watching dough being kneaded, rolled and flipped. A small ritual, repeated every morning.
The name holds the story. Amma means mother, Atta is the flour worked between her hands. Two words that carry a way of cooking shaped by patience, balance, and care.
Ayurveda brings ancient wisdom into the modern day, guiding our use of functional ingredients.
PULL UP A CHAIR
Every plate composed, never assembled.
PASS A PLATE
Flavour-rich without heaviness.
BRING A FRIEND
When shared at the table.
The Kitchen
This is where the rhythm begins.
Every dish starts with the same intention: to nourish the body, nurture the spirit, and carry the feeling of home into the working day.
A short film on the kitchen behind the brand. Two minutes inside the cooking, the people, and the rhythm AMMA & ATTA is built around.
Why AMMA & ATTA
Four
conditions,
aligned.
THE PRODUCT
Indian food, reimagined for the modern day.
The time
A shift towards faster, lighter and more sustaining food.
The place
A first City site positioned for high-frequency weekday trade.
The model
A premium fast-casual format designed to scale.
Validation
LIGHT.
BALANCED.
REPEATABLE.
Exactly the kind of food I would eat 3 times a week.
Supper club programme
Multi-format tastings used to refine menu, pricing and operational rhythm. Over sixty guests attended our October 2025 supper club, validating the food and the market gap.
Product feedback
Light, flavourful, satisfying without heaviness. Strong scores on lifestyle fit for weekday lunch and dinner, with weekend appeal close behind.
Location
City of
London.
Weekday
rhythm.
Our first kitchen sits between Bank and Moorgate, in the heart of the City of London.
A calm, grounding space in a high-energy location, designed for balance, nourishment and repeat daily use.
500,000
Daily workers. Dense weekday audience
HEALTH-CONSCIOUS PROFESSIONALS
Fast, lighter, better food
10AM TO 6PM TRADING WINDOW
Breakfast, lunch and early evening
The Team
Commercial
rigour.
Culinary
precision.
Ayurvedic
depth.
AMMA & ATTA is led by a founder who brings together commercial discipline with a trained understanding of Ayurveda, supported by senior advisors with experience across itsu, Roti King, YO! Sushi, Pizza Pilgrims and Farmer J. It is a combination that makes the brand both possible and rare.
Simone Hundle
Founder & CEO
Simone Hundle
Founder & CEO
Founder Simone brings over twenty-five years of finance experience, including senior roles at JPMorgan and Citi, alongside formal training in Holistic Healing and Ayurvedic Lifestyle & Nutrition. She combines commercial rigour with holistic insight, helping AMMA & ATTA grow as a scalable business while staying true to its soul-nourishing mission.
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 fast-casual and grocery business across the UK and Europe. Advises the founders on hospitality, operations, strategy and scale.
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 twelve years, growing from seven to around one hundred sites across the UK and internationally, and at Pizza Pilgrims for ten years, from two to thirty sites. Now Partner and Property Director at Imbiba, with site acquisitions for Farmer J, Vagabond Wine, House of Gods, Abacus Ark and 1Rebel.
Harinder Hundle
Non-Executive Advisor
British-born of Punjabi heritage, Harinder brings deep roots in the London business community and a lifelong connection to the food and culture at the heart of AMMA & ATTA. His childhood memory of his mother’s parathas is, quite literally, where this brand began.
Investment Summary
Pre-seed.
SEIS/EIS-
eligible.
AMMA & ATTA is raising £1.2m to launch its first kitchen in the City of London and build the foundations for a scalable premium Indian fast-casual brand with big ambition.
We are currently speaking with a small, considered group of investors.
USE OF FUNDS
The City trades Monday to Friday. So do we. A weekday-only operation lowers our breakeven, protects margin during ramp-up, and lets the first kitchen prove the model with discipline before we scale.
Site build and fit-out
Kitchen, ventilation & extraction
Property costs and professional fees
Brand, launch and marketing
Team, training and working capital
Frequently Asked
Questions,
answered
plainly.
What stage is the raise at?
The round is currently being introduced to a considered group of aligned investors ahead of a planned wider crowdfunding launch.
Where will the first kitchen open?
In the heart of the City of London, between Bank and Moorgate. Final site terms are in the closing stages.
What is the use of funds?
Site build and fit-out, kitchen and ventilation, property costs, professional fees, brand and launch activity, team, training and working capital.
Why a five-day model?
The City trades Monday to Friday. So do we. A weekday-only operation lowers our breakeven, protects margin during ramp-up, and lets the first kitchen prove the model with discipline before we scale.
What is the long-term plan?
Site one is intended to prove the operational playbook, customer demand and unit economics before scaling the model across the UK and selected international markets. Our ambition is to build AMMA & ATTA into one of the UK’s leading Indian daytime kitchens, guided by Ayurvedic principles and built for the modern day.
What makes the concept different?
AMMA & ATTA sits between two categories that rarely meet: light, functional ingredients and Indian premium fast-casual. The menu is rooted in North Indian home cooking and guided by Ayurvedic principles, but designed for speed, repeat usage, and tailored towards health-conscious urbanites.
Why now?
London’s high-frequency lunch market is dominated by Western health-led daytime concepts. Indian food remains underrepresented in fast-casual lunch, still often associated with heavier, curry-led formats. AMMA & ATTA bridges this gap with a scalable, Ayurveda-inspired Indian concept designed for lighter, everyday eating.
How do I receive the investor deck?
Register your interest below to arrange a personal call with the founding team and receive the investor pack.
Investor Table
Pull up
a chair.
Join our
circle.
By invitation. Our table always has space for one more.
AMMA & ATTA began with the feeling of a table that makes room for one more: food passed around, stories unfolding, and everyone held in the round. Rooted in the egalitarian spirit of the Gurdwara canteen, we are building a modern Indian kitchen shaped by care, balance and belonging.
As we prepare to open our first City of London kitchen, we are extending that same invitation to a small group of aligned investors through our pre-seed funding round. Join our founding circle and help us bring AMMA & ATTA to life.