At Ajua Mexican Kitchen & Bar, the idea is to serve real food, made from scratch, in a space that invites people to stay a little longer. Located at 107 2nd Ave N, the restaurant brings a genuine Mexican dining experience to Jacksonville Beach.
The concept draws inspiration from regions such as Oaxaca and Baja, both known for their strong culinary traditions in Mexico. From house-made salsas to slow-cooked meats and hand-prepared elements across the menu, everything is done to create an experience customers will remember.
Behind that approach is co-owner Prateek Nellulli, whose path into the industry started early. “I developed an interest in food and cooking at a young age, which naturally evolved into a professional career,” he told Whatnow Jacksonville. What began as curiosity gradually became a profession that shaped both his cooking and his approach to hospitality.
Owning a restaurant wasn’t always his plan. That shift came later, as the idea of having creative control became more important. “I realized that true creative freedom comes from building something of your own.” That mindset eventually led him to Ajua, which he runs alongside co-owner Azhar Mohammod, helping shape both the menu and the overall guest experience.
The concept itself comes from a mix of influences. Nellulli brings his own background and perspective, while Mohammod adds experience shaped by years of traveling through Latin America and learning directly from local kitchens.
Together, that combination resulted in a concept that feels consistent but not predictable. Ajua isn’t trying to reinvent Mexican food. The focus is on doing it well, with attention to detail and respect for the cuisine.
The location also plays an important role. After years of living near the beaches, Nellulli saw how strong the local community is and how much it values supporting neighborhood businesses. “The community’s loyalty and support for its own made it feel like home, and ultimately made it clear this is where I wanted to build something of my own,” he added.
Like any restaurant in its early stages, the process comes with challenges. The daily demands, constant adjustments, and pressure to stay consistent are part of the routine. Nellulli approaches it with a simple mindset: “learn the problem, fix the problem, anticipate the next one, and be ready for it.”
One of the more unique challenges has been leading a Mexican concept as an Indian chef. “For me, being a chef means having the ability to respect, understand, and execute different cuisines with authenticity and care. My goal is to honor the cuisine, deliver a genuine experience, and show that great food goes beyond borders when it’s driven by passion, skill, and respect,” he said.
That perspective shapes how he approaches Ajua today. “We believe in keeping things simple and true. Everything is made from scratch with a focus on real, authentic taste,” Nellulli said.
The menu focuses on scratch-made dishes, supported by a curated tequila selection and cocktails designed to complement the food and the setting.
Looking ahead, Ajua is just one part of a broader vision. Nellulli and Mohammod are already developing new ideas, including an upscale concept centered on ancient Indian cuisines and another inspired by traditional food from tribal and mountainous regions. But for now, the focus remains on consistency, daily improvement, and creating a place people want to return to.
“The most rewarding part of opening a business, for me, is seeing the happiness it brings to our guests,” Nellulli said. “That moment when customers truly enjoy their experience, the food, the atmosphere, the feeling is what makes everything worth it.”
