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Sudhin Siva on the Operating Principles Behind Shamal’s F&B Strategy
In this episode, Ashish Tulsian speaks with Sudhin Siva, Chief Asset Management Officer at Shamal Holding, on how Shamal scales a diversified F&B portfolio including Five Guys, Sushi Samba, Duck & Waffle, Espresso Lab, and Zero Gravity. Sudhin shares lessons from Jumeirah, why fundamentals and culture matter, and how to align owners and operators to grow brands without dilution.
Sudhin Siva
Chief Asset Management Officer, Shamal Holding
Sudhin Siva is the Chief Asset Management Officer at Shamal Holding, overseeing a diversified portfolio spanning hospitality and F&B, maritime assets, and retail, residential, and commercial leasing. With a background at Jumeirah and deep experience on both the management company and owner side, he focuses on scaling brands responsibly through strong fundamentals, collaboration, and long-term value creation.
In this episode, Ashish Tulsian sits down with Sudhin Siva, Chief Asset Management Officer at Shamal Holding, to unpack how Shamal manages a diversified hospitality portfolio and scales F&B brands like Five Guys (UAE franchise), Sushi Samba, Duck & Waffle, Espresso Lab, and Zero Gravity. Sudhin reflects on his start at Jumeirah in quality management, planning, and strategy, and shares the principles he still applies: lead through collaboration, protect the fundamentals, and build a culture that empowers teams to create real guest moments.
He explains the tension between brand equity and unit-level performance when owners and management companies partner, why reinvestment matters, and how to optimize an asset without over-extracting it. The conversation also covers piloting innovation with global brands in airport formats and delivery, scaling without diluting what made a concept special, and his personal shift from perfectionism to delegation and listening.