JCRADS & PARTNERS has been appointed to represent two of Dubai’s newest Indian dining concepts, Jodhpur Restaurant and Batliwala & Co. – a notable win for the agency at a time when the hospitality sector is facing a more challenging climate.
The agency will lead media relations for the launch of Jodhpur Restaurant, opening in Dubai this month, and support Batliwala & Co. in building its profile and audience in the city.
On the partnership, Josh Craddock, founder of JCRADS & PARTNERS, said: “We are thrilled to work with Jodhpur Restaurant and Batliwala & Co. Both venues bring distinct narratives, rich heritage, and exceptional culinary experiences to Dubai. Our focus is to support the successful launch of Jodhpur, while helping Batliwala & Co. continue to grow its presence in the city.”
However, Craddock also notes that recent months have presented marked commercial challenges for agencies operating in the hospitality sector.
“From a commercial perspective, these have been some of the most challenging months we’ve experienced since launching the agency,” he said. “It’s a climate all agencies in our industry are navigating as best they can, and it naturally brings a degree of pressure to businesses on all sides.
A sense of forward momentum
Given the current circumstances, securing new hospitality clients carries added significance. “Signing new clients in the F&B and hospitality space is particularly meaningful at the moment. It brings a sense of forward momentum and optimism to the team,” Craddock added. “That said, we’re mindful of the wider landscape – many in the industry are facing pressures – so it’s less about celebration and more about staying focused, delivering strong work, and supporting the sector where we can.”
This cautious optimism is reflected in how new hospitality brands are approaching market entry and growth. Rather than large-scale launches, there is a noticeable shift towards more strategic, phased rollouts.
“There’s a nuanced outlook across the board,” said Craddock. “Many of the new clients we’re working with are taking a long-term view and remain confident in the UAE market’s resilience, while also being realistic about the challenges in the immediate months ahead.”
Under their remit for the two new signings, JCRADS & PARTNERS will support both venues with media relations and storytelling, focusing on building awareness and helping each brand connect with the right audiences in a competitive market.