Chipotle style Indian cuisine served fresh, fast and gives the option of mass customization to the customers. It's also affordable.
Rationally, it's positioned as a healthy food chain (which people connect to) based on an Indian cuisine (our differentiation factor). Emotionally, the brand stands for food with credibility (all free range meat, no antibiotics) and authenticity (ensure we keep the flavour profile true to it's origins).
It's a fast casual concept which we hope to expand. I love the logos of Grilld, Rolld and Salas's franchises. Something similar to that with an indian touch would be great.
Remember, we are not trying too hard to be Indian but, we want be seen more as a health focused and customer focused food chain. The fact that it's based on Indian cuisine is what makes it unique.
Hope these points help. Cheers