NYC’s New Hit Sandwich Is an Indian-Ish Sensation | Sandwich City | NYT Cooking

Why It Matters

The Naanini’s rapid rise shows how authentic cultural mash‑ups, protected branding, and viral social media can quickly disrupt a crowded food scene, offering a blueprint for immigrant entrepreneurs seeking scalable impact.

Key Takeaways

• Fonty’s Naanini fuses naan with panini, creating Indian‑ish sandwich.
• Founder Viraj Borkar trademarked “Naanini” to protect brand identity.
• Chicken tikka Naanini uses house‑made spice blend and secret mozzarella sauce.
• Social media buzz, especially TikTok, drove lines and rapid profitability.
• Community hour offers free sandwiches, reinforcing local engagement and loyalty.

Summary

Fonty’s Deli in Brooklyn has turned a simple idea—marrying Indian naan with the classic panini—into a city‑wide sensation. The flagship “Naanini” line, especially the chicken tikka version, blends house‑crafted tikka spice, creamy tomato sauce, pickled onions and a secret mozzarella‑based butter sauce, all sandwiched between freshly baked naan that mimics the texture of Indian pao.

Founder Viraj Borkar, a Pune‑born culinary graduate of the CIA, explains the sandwich’s DNA: a nostalgic nod to his mentor Floyd Cardoz and a deliberate “Indian‑ish” twist that defies the spicy‑only stereotype of Indian food. By trademarking the Naanini name, Fonty’s safeguards its unique concept while signaling confidence in scaling the brand.

The buzz erupted on TikTok, prompting lines that stretched down the block on opening day. Despite an early shortage of ingredients, the shop hit profitability in just three‑and‑a‑half months—far faster than the industry norm. Customers repeatedly describe the first bite as a “mm” moment, and the deli’s community hour, offering free sandwiches, deepens local loyalty.

Fonty’s success illustrates how cultural fusion, strategic branding, and social‑media amplification can reshape a competitive market. The Naanini not only expands New York’s sandwich repertoire but also validates immigrant‑driven culinary innovation as a profitable, community‑building force.

Original Description

On a tucked-away side street in the West Village is Fonty’s Deli + Dukaan, a nascent spot that has drawn lines down the block for its “Indian-ish” sandwiches.

Of all the sandwiches at Fonty’s, none have taken off quite like the Naanini — a panini-style creation pressed between freshly baked naan and filled with options like chicken tikka, Kerala beef or chana masala, plus toppings such as cheese and pickled onions.

For the co-owners Viraj Borker, Varsha Harlalka and Arjun Gupta, the sandwiches at Fonty’s aren’t gimmicks, they’re a point of connection — blending cultures, flavors and backgrounds into something that reflects the American immigrant experience in a familiar, beloved form.

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