Rebel Foods is one of the world’s largest cloud kitchen companies, and its journey is a classic example of how innovation, data, and smart business pivots can create a global food-tech empire. What started as a small eatery in Pune has today grown into a multi-brand cloud kitchen chain operating across 10 countries with more than 450 cloud kitchens.
The story began when two working professionals, Jaydeep Barman and Kallol Banerjee, missed authentic Kolkata-style kathi rolls while living in Pune. To solve this personal craving, they launched a small outlet called Faasos. In 2011, they officially incorporated the business and raised their first round of funding from Sequoia Capital. With this investment, Faasos rapidly expanded to over 70 QSR (Quick Service Restaurant) outlets across India.
However, high rentals and operational costs made the QSR model difficult to scale sustainably. Around the same time, online food delivery and internet penetration were growing rapidly in India. In 2014, Faasos launched its own food ordering app, and a critical insight emerged — more than 70% of orders were coming online. This insight became a turning point.
The founders decided to pivot from a traditional restaurant model to a cloud kitchen model, focusing entirely on delivery-only kitchens. In 2016, Faasos expanded its menu by introducing pizzas, but customers were hesitant to buy pizza from a roll brand. This led to the launch of a separate pizza brand, Oven Story, which quickly became popular. This success proved the power of brand positioning.
Following this strategy, Rebel Foods launched multiple brands from the same kitchen infrastructure, including Behrouz Biryani, Firangi Bake, Sweet Truth, and more. The parent company was rebranded as Rebel Foods, reflecting its mission to disrupt the food industry. In 2020, Rebel Foods introduced EatSure, allowing customers to order food from multiple brands in a single order.
By leveraging AI-driven demand forecasting, quality control systems, and smart kitchen technology, Rebel Foods maintains consistency at scale. Today, the company generates ₹1,617 crore in revenue, making it a leader in the global cloud kitchen and food-tech space.
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