Urban Masala Aims for Fresh Spin on Indian Food

A new Indian restaurant is coming to Hollywood, and its owners aim to serve up home-style Indian food at reasonable prices.

Urban Masala will offer Indian wraps, including tofu rolls and chicken tikka rolls, as well as “choose-your-own bowls” and salads featuring Indian flavors.

The restaurant, at 6554 Hollywood Blvd., is scheduled to open by the end of this month, said co-owner Arun Chhatpar.

“Los Angeles has several Indian eateries [that are] either too fancy and overly priced or a hole in the wall with less emphasis on food quality and service,” Chhatpar said. “We look forward to change that and give casual, Indian quick-service restaurant a whole new meaning.”

“You can get a chicken tikka masala or saag paneer or saag tofu with your bowl or salad, accompanied by raita or one of several different chutneys,” he said.

All of the restaurant’s kabobs, tandoori chicken and Indian bread, known as naan, will be freshly prepared in front of customers, Chhatpar added.

The owners also plan to make all of their Indian dishes using locally grown produce, without MSG or trans fats, Chhatpar said. Vegan menu options will be plentiful, and delivery will be offered for those who prefer to dine at home. Some of their dishes will be cooked in two clay ovens ordered from London.

Chhatpar, along with his co-owners, Kapil Kumar and Madhur Mehra, also plan to offer catering at their new restaurant and hope to attract those who frequent the area.

“What other location would be better than the world-famous Walk of Fame?” Chhatpar said. “It properly fits the three primary market segments that we are planning to cater to as well: locals, [the] nightclub crowd and tourists.”

Devin Strecker, communications manager at the Hollywood Property Owners Alliance, is looking forward to having the new restaurant in the neighborhood.

“We are very excited to have a new restaurant opening here on the heart of Hollywood Boulevard,” Strecker said. “Reflecting the diverse tastes and backgrounds of everyone who lives, works or visits here, Urban Masala brings a new flavor and twist to the district. It’s thrilling that even in these difficult economic times, Hollywood continues to see new, innovative and interesting businesses opening here every week.”