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International investors reveal an appetite that is growing Indian biryani

International investors reveal an appetite that is growing Indian biryani

  • Rebel Foods, which has numerous brands including Behrouz, is respected at $525 million
  • It is currently 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 dish. “The recipe ended up being lost forever whenever King Cyrus laid siege to Behrouz until it had been 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 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 helped turn the dinner (known as Behrouz following the fictional conflict) into a top-seller and also the first branded type of India’s unofficial dish that is national.

Rebel Foods calls itself the World’s greatest online Restaurant business, a boast that’s difficult to disprove because there aren’t numerous chains that can match it. Launched by way of a McKinsey & Co. alumnus named Jaydeep Barman, the business acts a dozen various menus with sets from cheese-loaded Italian pizzas to 99 variants regarding the dosa, a favorite south Indian lentil-and-rice crepe. Continue reading International investors reveal an appetite that is growing Indian biryani