Nom Nom Express, a fast-growing pan Asian quick service restaurant brand under Aspect Hospitality, has roped in filmmaker and television personality Farah Khan for a content focused brand partnership as it accelerates its expansion across India’s organised foodservice market.
The collaboration also features Farah Khan’s long time home cook Dilip, whose appearances in her digital videos have built a strong following among food loving audiences. Rather than a conventional celebrity endorsement, the association is structured around digital storytelling, everyday food conversations and informal kitchen led content aimed at strengthening consumer recall.
Nom Nom Express operates with a compact, value oriented menu covering popular Asian formats across dine in and delivery. Within a year of operations, the brand has scaled to 50 outlets across multiple Indian cities, reflecting growing consumer demand for affordable, familiar Asian flavours in the QSR format. The brand’s expansion has been driven by a focus on standardised operations, delivery friendly menus and cost efficiency, allowing it to grow rapidly without significant dilution in quality.
Industry data shows that the Indian QSR market continues to expand at a high single digit pace, with Asian cuisine emerging as one of the fastest growing sub segments due to its adaptability to Indian tastes and strong performance on delivery platforms. Nom Nom Express is positioning itself to capture this demand by blending consistency with mass appeal pricing.
Hitesh Keswani, managing director of Aspect Hospitality, said the partnership was built on alignment rather than star power. He noted that Farah Khan’s digital food content resonates with everyday consumption habits and mirrors the brand’s focus on accessible dining experiences.
The move highlights a broader shift in QSR marketing strategies, where brands are increasingly investing in creator led content instead of high cost advertising campaigns. By tapping into established digital communities, Nom Nom Express aims to keep customer acquisition costs in check while building familiarity as it enters new markets.
With outlet additions planned across urban centres and select emerging cities, the brand is betting that relatable content and steady execution will support its next phase of growth.
