- Rebel Foods, which has numerous brands Behrouz that is including respected at $525 million
- It really is now expanding into Southeast Asia while the center East
When Indian diners order biryani online from Rebel Foods they’re greeted with a cooking history of the fragrant, slow-cooked rice meal. “The recipe had been lost forever whenever King Cyrus laid siege to Behrouz until it absolutely was found among the ruins,” the story checks out to some extent. This lost recipe.“With this Biryani, we have cut back to life” Diners are invited to read through the whole account, which also includes 14 chapters and describes a protracted war between two ancient Persian kingdoms.
The whole lot is created up—a canny exercise in myth-making which have helped turn the dinner (called Behrouz following the fictional conflict) into a top-seller and also the very first branded version of India’s unofficial dish that is national.
Rebel Foods calls it self the World’s greatest online Restaurant business, a boast that is difficult to disprove because there aren’t numerous chains that can match it. Created by way of a McKinsey & Co. alumnus named Jaydeep Barman, the organization acts a dozen various menus with sets from cheese-loaded Italian pizzas to 99 variants associated with the dosa, a favorite Indian lentil-and-rice that is south crepe. Continue reading →