International investors reveal a growing appetite for Indian biryani

International investors reveal a growing appetite for Indian biryani

  • Rebel Foods, which owns multiple brands including Behrouz, is respected at $525 million
  • It’s now expanding into Southeast Asia as well as the center East

When Indian diners order biryani online from Rebel Foods they’re greeted with a cooking reputation for the fragrant, slow-cooked rice meal. “The recipe had been lost forever whenever King Cyrus laid siege to Behrouz until it absolutely was found between the ruins,” the story checks out to some extent. This lost recipe.“With this Biryani, we now have cut back to life” Diners are invited to learn the account that is entire which also includes 14 chapters and describes a protracted war between two ancient Persian kingdoms.

The whole lot is manufactured up—a canny exercise in myth-making which has had helped turn the meal (called Behrouz following the fictional conflict) as a top-seller while the first branded form of India’s unofficial dish that is national.

Rebel Foods calls it self the World’s greatest Web Restaurant business, a boast that is difficult to disprove because there aren’t numerous chains that can match it. Launched with a McKinsey & Co. alumnus named Jaydeep Barman, the business acts a dozen different menus with sets from cheese-loaded Italian pizzas to 99 variations associated with dosa, a favorite south Indian lentil-and-rice crepe.

All the food is prepared in more than 200 cloud kitchens, so-called because these central operations serve farflung customers who possess no clue where their meals is originating from—much like cloud computing solutions. It’s get to be the business that is go-to for meals distribution businesses seeking to side-step the expense of operating conventional restaurants with seating and wait staff.

Supported by Sequoia Capital, Mumbai-based Rebel Foods in July received a $125 million injection from Coatue Management, Goldman Sachs, the Indonesian distribution solution Gojek among others. Read more