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Success Story: Two IIM Lucknow students started a brand in Pune in 2011, which is now discussed from house to house. He made 15 brands for different types of food instead of stopping on just one brand. Today he is running crores of business. Let us tell you how he started it.
When it comes to start a business, it comes, then you will have the idea that how to give it a different identity by making a single brand. The journey to give a separate identity gives your business a new height, the story of Ribel Foods is such an example.
Ribel Foods brought such a revolution in the food world, which had never come before. Think how many planning and preparation is required to make many different food brands inside the same company.
Today her company Rebel Foods has become the world’s largest internet restaurant company. The valuation of which is $ 1.4 billion. Jaideep Burman and Kallol Banerjee, two friends together started Fasos in Pune in 2011. This story has done the hard work, new thinking and courage of the alumni of two IIM Lucknow, who converted the food hobby into a big business.
Jaideep Burman grew up in Kolkata and was very fond of eating. After engineering, he did MBA from IIM Lucknow. After this, he worked in companies like Onida and Brainvisa. In 2005, he went to Business School and then worked at McKinse Company in London. But the memory of Kolkata’s Kathi Rolls inspired him to do something new. He also wanted to bring his daughter to India.
In 2010, he returned to India and started fasos in association with his friend Kallol Banerjee. Kallol had also done engineering from Jadavpur University and MBA from IIM Lucknow. Both decided to bring the flavor of Kolkata to Pune.
Initially, Fasos used to sell rolls only, but Jaideep and Kallol soon understood that only a big profit could not be made from the rolls. He tried to sell pizza, but it failed in the beginning. Then he learned a special thing that every successful food brand is known for a particular dish, such as McDonald’s burger and for dominos pizza. That is why he named his pizza as ‘Oven Story’, after which there was a tremendous bounce in the sale.
This success encouraged him to start more brands. In 2016, Behroz Biryani was launched, then Mandarin oak came to eat Chinese, for Sweet Truth Deserts and many brands like The Good Bowl. The specialty of Ribel Foods is that it works on the cloud kitchen model, that is, they do not have any physical restaurant. They take online orders by making kitchens in cheap places and deliver food. This model reduces costs and gives customers different tastes.
In 2021-22, the income of Ribel Foods increased by 2.1 times to Rs 859 crore. Rebel Foods had gained Rs 1,420 crore in Revenue in FY 2024.
Today, Ribel Foods runs more than 450 cloud kitchens in 70 cities of India and has also spread to countries like UAE, UK, Singapore. Jaideep and Kallol’s hard work not only changed the business of eating, but also inspired many new food business to start a cloud kitchen. His story tells that anything can be achieved through right thinking, technology and hard work.
