From Irish Cream to Juicy Burgers, VMSIIHE's alumni Aaron Cruz tells the story behind Labasa's success

Famous martial artist, Urijah Faber once said, "Dream big, be positive, work hard, and enjoy the journey.” Aaron Cruz Rodrigues, the sole proprietor of ACR Hospitality and Allied Services, has lived by this maxim throughout his young career. An alumnus of one of the top Hotel Management Colleges in India, V.M. Salgaocar Institute of International Hospitality Education, he currently operates a flourishing business called Labasa, which carries three distinct brands: Cafe Labasa, Labasa Bakery and Confectionary and Labasa Handcraft and Liquor.

An interesting conversation with the young Goan entrepreneur helped us understand his journey and the impact VMSIIHE had on his life.

“Everything started in the first few months of 2020 when the pandemic struck and everyone stayed at home. Many individuals were learning new skills, and one of the new things I learnt was to make Irish cream, a coffee-based drink, and this is where it all started.” says Aaron. He enjoyed the process of experimenting with flavours so much that he went on to establish Cafe Labasa which offers a mouthwatering menu including the very popular juicy burgers and pastas.

Why Cafe Labasa? “It took me three to four months to come up with the name of the brand”, recalls Aaron. He wanted the firm’s name to reflect the services they offer. Hence, the word Labasa, which stands for ‘God of good times’ and is derived from ‘Bacchus’,  the Greek God of wine, food, and hospitality.

Coming from a family of doctors and engineers, joining the field of hospitality was unexpected for Aaron. He started his entrepreneurial journey whilst pursuing his further studies in M.Sc. International Hospitality and Tourism Management at VMSIIHE. He mentions how his decision of continuing his education and running a business simultaneously, was the right one because the skills and traits he inculcated during his two years of academics helped him greatly.

“VMSIIHE has played an important part in adding to the growth of my business. The guidance and advice I received from my professors and mentors helped me understand the field. The thorough curriculum provided to us students, exposure to top-notch facilities, and a high standard of ethics and integrity taught at the institute, have helped me become better at running my business," adds Aaron.

However, juggling his studies and managing his business was quite challenging. He mentions how tough it was for him during his final year of college as it took place offline but he kept himself motivated each day by living by the adage "Hard work is the key to success."

Goa is a tourist destination with ample restaurants and cafés. So, being recognized as one of the most popular Cafes in the state is a big deal. “It is not easy competing with the big brands in the market today. You always need to make sure that you adapt to change and be on the lookout for innovation and creativity”, states Aaron. For him, mindset is the most important factor. One can accomplish anything as long as they have the passion.

Aaron continues by mentioning how important teamwork is. He always strives to retain everyone's motivation, get the best work out of them, and keep them happy. The ability to manage people is the most important skill in the hotel industry. As a leader, instead of showing force, you need to lead by example.

His hard work paid off when he was awarded the title of Iconic Start-up Café of the Year 2021 at the Times Hospitality Awards. “It was the most joyous moment of my life as I was the youngest entrepreneur to receive that prestigious award.'' says Aaron. Adding to his success, he now plans on opening a Labasa factory as he takes the next steps towards going pan India.

Aaron's success didn't come easily to him; it took a lot of love, passion, and consistency on a daily basis. “I just want to say to all the budding entrepreneurs out there that nobody is born skilled. Simply said, we must be able to do what other people are unwilling to do, which is work hard, be consistent and take the road less travelled by.” advises Aaron.

Note: The views expressed in this article are solely author’s own and do not reflect/represent those of Shiksha