A New Taste of India, Born in Lockdown
In the heart of Canada, where snow blankets streets and cultures blend like spices in a curry, an Amritsari kulcha brand was born—Ustaad-G. It was March 2020. The world had shut down. But for Sanjay Bajaj, an immigrant with no culinary background, it marked the start of something extraordinary. From construction labor to culinary pioneer, Sanjay’s story is more than food—it’s about fearless reinvention.
The Man Behind the Kulcha Craze
Sanjay Bajaj, now known widely as the Kulcha King, he is not a trained as a chef. In fact, he admits with a smile: “I’m just a businessman.” His journey began not with spices but sweat—working long hours, facing rejection, and rebuilding his life from scratch in Canada. But passion found its way to his plate when he envisioned kulcha, a stuffed Punjabi bread, as more than a dish—it became a brand.
Why Kulcha? Why Now?
At a time when the world turned inward, Sanjay turned up the heat—literally. On March 29, 2020, amid the COVID-19 lockdown, he launched Ustaad-G as a takeout concept. The aim? To deliver something uniquely Indian with a Canadian twist. The kulcha was more than food—it was an experience. “When someone eats it,” he said, “they should feel like they’ve had something memorable.” Think Indian pizza, but with heritage inside.
How Struggles Became Strength
Sanjay’s story isn’t paved in privilege. He didn’t have money, a professional kitchen, or even a credit card when he started. What he did have was grit, family support, and an unshakeable passion. “If you have the fire, you’ll find the fuel,” he says. He worked long hours, often doing menial jobs, saving every cent. The message he carries to new immigrants: “Canada is a land of opportunity, but only for those willing to struggle for it.”
When Dreams Meet Strategy
What began as a humble venture quickly turned into a business model. In just five years, Ustaad-G expanded to 11 locations. With each success, Sanjay proved that you don’t need a Michelin star to build a food empire—you need heart, hustle, and a human story. Now, he’s eyeing global expansion, with plans to launch in Dubai and the U.S., transforming his homegrown brand into an international franchise.
The Vision Beyond the Kitchen
Sanjay’s franchise model is as unique as his kulcha: “Work first, invest later.” He believes in transparency, letting partners run a business before buying into it. It’s a model designed not for investors but dreamers—people like him, who arrived with nothing and built everything.
Final Take:
Sanjay Bajaj didn’t just create a restaurant—he built a movement. Ustaad-G stands as a beacon for immigrants, dreamers, and anyone who’s ever been told they “can’t.” Because if a kulcha can start a kingdom, imagine what your passion can do.
