THE LONG POUR: SURENDER’S THREE-DECADE JOURNEY IN FOOD, PUBS & PEOPLE

From a wide-eyed 18-year-old management trainee in Hyderabad to the man steering some of the country’s most celebrated F&B ventures, Surender Vanam has lived and breathed hospitality for more than three decades. His story is not just one of growth—it is of grit, learning, and creating spaces where people feel at home

Surender Vanam

“I still remember my first day at 10 Downing Street, Begumpet, back in 1992,” he says with a smile. “I was nervous, utterly new to the industry, and had no idea how things worked. But I was lucky to be under the guidance of stalwarts like Mr T.N. Mohanram Reddy, Mr G. Vinodh Reddy—who introduced India to concepts like ‘Ladies’ Night’ and ‘Park Your Bottle’—and Mr E. Prahlad Rao. They were visionaries who shaped not just my career but the nightlife culture of India.”

That nervousness soon gave way to drive. Over 28 years at 10 Downing Street, Surender worked his way up the ladder, eventually becoming Country Head. Under his leadership, the chain grew into one of the biggest pub brands in the country, synonymous with good music, lively conversations, and a loyal clientele.

10 Downing Street, Begumpet

“Hospitality is not for the faint-hearted,” he admits. “You cannot understand this industry unless you’ve been inside it. There are constant challenges—changing consumer tastes, high operating costs, regional differences in palate, and, of course, the ever-present risk of failure. But if you survive, you come out wiser, stronger, and more passionate.”

His journey has not just been about pubs. Today, Surender wears several hats—Franchise Partner of 10 Downing Street Begumpet, Founder & Chief Consultant of Nittygritty’s Hospitality, and Co-founder of Downtown Delights Events & Catering. Each venture is fuelled by the lessons of his 33 years in the industry.

For aspiring entrepreneurs eager to enter the F&B space, his advice is precise and practical.

“Before you invest your hard-earned money, get your basics in place,” he stresses. “Conceptualisation, location finalisation, budgeting, interior design, staff training, SOPs, menu engineering, marketing—the list is long. But if you ignore even one, you risk the entire venture.”

Yet beyond the operations and numbers, Surender insists the heart of hospitality lies in people. “At the end of the day, guests don’t just come for food or drink. They come for experiences and connections. If you can give them warmth, energy, and a sense of belonging, they’ll return. That’s the real magic.”

It is perhaps this belief in creating human connections that explains why 10 Downing Street has remained more than just a pub—it has become a cultural landmark, a place where generations return to make memories.

Favourite adda of many, 10D Begumpet

Heart-to-Heart with Surender Vanam

Your go-to stress buster beyond food and drink?

People. Meeting new faces, listening to their stories, and feeling the energy shift when guests walk in and feel at home—that’s my therapy. And of course, my 10K runs and long drives with my soulmate, with some old classics playing in the background.

Most unforgettable guest moment at 10D?

There are many, but one that stands out is a family celebrating a grandfather’s 75th birthday. He had brought his son to 10D in the early ’90s, and now that son was bringing his own children. That’s when I realised—10D isn’t just a pub; it’s a memory-making space. And yes, I’ll never forget the day M.S. Dhoni walked in with his teammates, lit up the room, and signed an autograph for my son.

If your career were a cocktail?

The Long Pour. Whiskey for boldness, bitters for mistakes, citrus for reinvention, soda for energy. Simple, strong, timeless.

One mistake that became your greatest teacher?

Early on, I was so focused on operations—margins, kitchen timings, stock—that I overlooked team culture. I learnt quickly that people don’t just work for a brand, they work with a leader. Once I put people-first, everything else—profit, performance, loyalty—followed.

Your comfort food after curating menus for millions?

Always Hyderabadi biryani with raita—it’s home. For indulgence, I can never resist a perfectly done chocolate dessert.