India’s largest multiplex operator PVR INOX has strengthened its leadership bench at a time when food and beverages are emerging as a critical growth lever for the cinema business. The company has appointed industry veteran Dinesh Hariharan as Senior Vice President for Food and Beverages, tasking him with steering a food portfolio that has quietly scaled into a near Rs. 2,000 crore annual business.
The appointment comes as cinema F&B moves well beyond traditional concessions, increasingly resembling a hybrid of quick service restaurants, experiential dining and packaged food retail. At PVR INOX, food now plays a central role in driving margins, customer engagement and premiumisation across formats.
Hariharan brings more than two decades of experience across QSRs, retail food, hospitality and multiplex kitchens. Prior to joining PVR INOX, he served as Chief Executive Officer of Vaango at Devyani International, where he focused on brand expansion and operational efficiency. He is no stranger to cinema food either, having spent nearly six years at INOX Leisure in senior F&B roles before the PVR INOX merger. His earlier stints include leadership positions at SPAR India, Oriental Cuisines, Spencer’s Retail and Reliance Industries, alongside international exposure with Norwegian Cruise Line.
The scale of the business he steps into is significant. In FY24, PVR INOX reported F&B revenue of Rs. 1,958 crore, growing 21 percent year on year and outpacing ticket revenue growth. While FY25 saw a moderation to Rs. 1,733 crore amid weaker film releases, consumer spending remained resilient, with spend per head rising to Rs. 134. Recovery gathered pace in FY26, with Q1 F&B revenue climbing 22 percent to Rs. 492 crore, followed by Rs. 588 crore in Q2, supported by improved content and higher footfalls.
Beyond cinemas, the company is expanding into mall food courts through a joint venture with Devyani International, scaling dine-in cinema formats, and building FMCG and delivery-led revenue streams. Its gourmet popcorn brand 4700BC crossed Rs. 100 crore in FY25, underscoring the growing role of cinema food beyond theatres.
Hariharan’s elevation reflects a broader shift in the industry, where food is no longer an add-on to entertainment but a standalone business shaping the future economics of multiplexes.
