In 2019, Wahaj Ozgen grew tired of serving free Uzbek meals to his friends, relatives and neighbours and decided to instead set up a cloud kitchen, putting a price tag on the sumptuous muntus, sumsus and plov he had been serving as freebies.
“I am a third-generation Uzbek living in Pakistan. My grandfather moved to Pakistan before Partition. His ancestral home is in Ozgen Valley, Samarkand, whereas my grandmother’s is Bukhara. My father and I were born here in Pakistan,” said the 30-something-year-old owner of Samarkand, a new authentic Uzbek restaurant in Islamabad’s Blue Area.
“During Covid, when anxiety levels were very high, there wasn’t much to do except invite friends over for Uzbek food, movies and games to kill time,” he said. “One day, my mother put her foot down and said, ‘I can’t be in the kitchen all day cooking food for your friends, so this needs to stop.’ Her food had become so popular, that one of my friends suggested to start charging and he would pay and thus a cloud kitchen was launched,” he explained.
In the past six years, Ozgen’s business degree from Regent’s University London came in handy and with a smart marketing strategy and planning in place, the demand for takeaway increased multifold and catering for small dinner parties of 30 to 35 people became a regular feature. “Uzbek food is different from Pakistani cuisine plus it’s not spicy, so I focused mostly on expats, diplomats and staff at foreign NGOs, serving them plov, muntus and samsus mostly,” he explained.
