Most men will balk at the popular social media hashtag, fries over guys. Not Jai Vaswani. He gets it. The warm, crunchy, mouth-watering snack is his ultimate weakness. "I think my mind and body are programmed so that I feel I've never had enough when I'm eating fries," he says. But, it took a trip to Amsterdam for the 32-year-old to see the fried starch in a new light. "I discovered the fries-in-a-cone concept and was blown away by how they were served and perceived. Until then, fries were something you would have on the side with a burger or sandwich. I wouldn't think of ordering fries for mains."

In 2013, Vaswani, who moonlights as DJ Nanok, launched The J at Churchgate. Here, fries are served in a cone with a combination of sauces including chipotle, cheese garlic, and chilli flake ketchup. You can also opt for toppings in the form of mozzarella cheese, crushed tortilla, chicken sausages, and battered fried fish. He admits to have plunged into the business blindfolded because there was nothing else that he wanted to do at that point in time. "I thought the model could be replicated and would find takers.