India’s biryani craze keeps food, delivery companies on their toes – The Economic Times

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It has been the most ordered and loved dish on online platforms and the demand for biryani continues going up this year, prompting delivery platforms to onboard more restaurants.
Food companies specialising in the segment are looking to expand to newer markets besides launching more ‘unique concepts.’

According to the eighth edition of Swiggy’s How India Swiggy’d report, India ordered 2.5 biryanis every second in 2023.

“It’s also the go-to dish for many first-time users, with 2.49 million debuting on Swiggy with a biryani order. This year we have seen a nearly 20% increase in restaurants selling biryanis,” a Swiggy spokesperson said. “Swiggy is committed to expanding the availability and variety of biryanis ensuring our customers can enjoy their favourite dish anytime, anywhere,” the spokesperson added.

The biryani segment has been growing by 20-25% year on year for Rebel Foods, said Ankush Grover, CEO, India and Middle East, at Rebel Foods. The company operates two brands in the segment.
“The last year has been amazing for us in India and our global markets. Our Biryani category has garnered great love from international markets, including the Middle East and the UK,” he said. “Our Behrouz Biryani brand is growing in the early double digits. Customers keep us on our toes, and Behrouz is one of our top sellers wherever we go. We have entered markets such as Patna, Guwahati Amritsar, Pondicherry, and Jamshedpur in India and are planning to launch in Jammu, Rajkot and other tier-II cities. We entered the MENA region market six months ago and are planning to double down in the Middle East and West region,” he added.
Grover said the company is also conducting a pilot in Mumbai for ‘Mehfil-e-Behrouz’.

“Under this, we will arrange a buffet-like setup for people wishing to host a gathering through Behrouz complete with table runners, and kebabs and curries as accompaniments,” he added.

House of Biryan CEO Mohammed Bhol said the Mumbai chain is expanding to Delhi and Pune and aims to cater to over 400,000 customers in one year. It aims to clock a revenue of over Rs 100 crore with 45 stores by December 2025. Bhol said the chain has catered to over 1.2 lakh customers in just one year. “We are the only biryani platform which allows customers to customise their biryani,” said Bhol. “Normally when you order a Biryani, it’s pretty static in the way it will come to you. So, consumers can select their flavours and can mix and match. This has helped us appeal to a much younger audience,” he added.

Vishal Jindal, co-founder of Biryani by Kilo, said the company has increased both outlet count and revenues over the last one year from around Rs 220 crore to over Rs 300 crore in annual revenues. “We have increased our night hours and would be looking at more dine-in and highway outlets this year. We will expand our presence in North and West India. We have launched a Toofani category in Biryani which is delivered faster,” he added.

Despite a wide variety of dishes on offer across cuisines, Biryani is among the top five dishes in terms of sales across both dine in and delivery formats for Cafe Delhi Heights, said founder Vikrant Batra.

“We see an 8-10% year on year growth in biryani sales,” he added.

Pradeep Shetty, president of the Federation of Hotel & Restaurant Associations of India (FHRAI) said his restaurant members are focusing a lot more on the Biryani segment and are innovating on varieties and takeaways. “They are also focusing on enhancing the experience in packaging and delivery for customers,” he added. FHRAI has 500,000 direct and indirect restaurant members.

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