Controversies often spell doom for hospitality businesses, but sometimes, they become unexpected publicity boosts. This is precisely what happened with Torii, the upscale Mumbai-based restaurant owned by Gauri Khan, when it found itself in the eye of a social media storm earlier this year. What started as a viral video accusing the restaurant of serving "fake paneer" has now turned into an example of how a brand, when confident in its quality and transparent in its communication, can convert backlash into buzz.
The Spark: A Content Creator’s Claim
In April 2025, a content creator named Sarthak Sachdeva posted a video in which he conducted a so-called “iodine test” on paneer served at Torii. The test, typically used to detect starch in food, caused the paneer to darken — leading him to accuse the restaurant of using synthetic or adulterated paneer.
The video quickly gained traction, leading to a flurry of comments and reactions. Viewers were shocked that a high-end restaurant, backed by the glamorous wife of Bollywood superstar Shah Rukh Khan, could be caught in such a scandal.
But as it turned out, the controversy was more smoke than fire.
The Restaurant Responds with Science
Torii didn’t waste time in addressing the claims. In a comment responding to the now-deleted video, the restaurant clarified:
“The iodine test reflects the presence of starch, not the authenticity of the paneer. As the dish contains soy-based ingredients, this reaction is expected. We stand by the purity of our paneer and the integrity of our ingredients at Torii.”
The explanation was rooted in food chemistry. The reaction seen in the test was not evidence of fake paneer, but rather a predictable interaction between iodine and certain natural starches present in soy-based sauces — common in the fusion cuisine that Torii specializes in.
Eventually, the video was taken down by the creator, and the situation might have quietly faded. But instead, it took a fascinating turn.
A Chef’s Take: “It Was a Blessing in Disguise”
In a recent interview with Screen, Chef Stefan Gadit, head chef at Torii, shared how the controversy not only failed to harm the business — it actually boosted it.
“It makes an impact when we point fingers at something baseless,” said Gadit. “The quality, the ingredients, everything we provide is top-notch; we had nothing to worry about. We issued the statement so that people could know what is happening and how things are done.”
Rather than panic, the team at Torii stood by their food, leaned into transparency, and let their confidence in their craft do the talking. Gadit even joked that he gained 20-30 new Instagram followers as a result of the media attention, describing the incident as a “blessing in disguise.”
The Power of Controversy: A Case Study in Brand Resilience
What this incident shows is the evolving power of public relations in the digital age. Social media takedowns can be swift and unforgiving, but they can also be fleeting — and even helpful — if the brand is equipped to respond with poise and evidence.
Torii’s strategy:
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Swift clarification rooted in science
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Transparency with customers
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Confidence in the quality of their product
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Refusal to retaliate, choosing instead to educate
This allowed them not just to ride the wave, but to come out stronger.
Gauri Khan’s Vision with Torii
Torii was launched on Valentine’s Day 2024 by interior designer and entrepreneur Gauri Khan. The restaurant quickly made headlines not only for its connection to the Khan family but also for its aesthetic and pan-Asian menu.
The launch party was a glitzy affair, attended by the who's who of Bollywood: Sussanne Khan, Maheep Kapoor, Bhavana Pandey, Neelam Kothari, and Seema Sajdeh were all seen supporting the venture. But since then, Torii has worked to make a name for itself beyond the celebrity glitter — focusing on high-quality ingredients, culinary innovation, and sophisticated plating.
Chef Gadit’s leadership has been central to this vision, with a menu that balances creativity and technique. His recent statements further solidify the image of a kitchen run with passion and professionalism.
Lessons for Other Restaurants
For others in the hospitality industry, this incident offers key takeaways:
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Social media vigilance is essential: Monitor platforms regularly and be ready to respond with clarity and confidence.
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Educate your audience: Not every viral video is informed. Take the opportunity to teach people something new — in this case, food chemistry.
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Transparency wins trust: Instead of hiding behind legal threats or PR spin, Torii chose honesty, and it paid off.
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Don’t underestimate the ‘Streisand Effect’: Attempting to bury a controversy can backfire. Embracing it and steering the narrative often yields better outcomes.
Final Thoughts: A Restaurant That Held Its Ground
In an era where reputations can rise and fall with a single viral clip, Torii’s “fake paneer” episode serves as a reminder that truth, science, and calm professionalism still hold power. Gauri Khan and her team didn’t let the noise drown out their mission. Instead, they used it as a moment to reinforce the restaurant’s credibility.
As customers, we must also learn to balance curiosity with responsibility. While watchdog content can highlight real issues, it must be guided by knowledge and fairness. At the end of the day, food — like most things — deserves a nuanced, informed conversation.
So the next time you hear a claim that seems too outrageous to be true, pause, dig a little deeper, and maybe — just maybe — give that paneer the benefit of the doubt.
