Biryani has become the most ordered and beloved dish on online platforms, with its demand continuing to rise this year. This surge in popularity has led delivery platforms to onboard more restaurants to meet the growing appetite.
Food companies specializing in this segment are aiming to expand into new markets while also introducing more unique concepts.
The eighth edition of Swiggy’s How India Swiggy’d report reveals that in 2023, India ordered 2.5 biryanis every second.
“A significant number of first-time users choose biryani as their first order, with 2.49 million debuting on Swiggy with a biryani. This year, we’ve seen nearly a 20% increase in restaurants offering biryanis,” a Swiggy spokesperson stated. “Swiggy is dedicated to expanding the availability and variety of biryanis, ensuring our customers can enjoy their favorite dish anytime, anywhere,” the spokesperson added.
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Rebel Foods: Riding the Biryani Wave
Ankush Grover, CEO of Rebel Foods for India and the Middle East, stated that the biryani segment has been growing by 20-25% year on year for the company, which operates two brands in this segment.
“The past year has been fantastic for us in both India and our global markets. Our biryani category has received tremendous love from international markets, including the Middle East and the UK,” said Ankush Grover. “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’ve expanded into markets such as Patna, Guwahati, Amritsar, Pondicherry, and Jamshedpur in India, and we’re planning to launch in Jammu, Rajkot, and other tier-II cities. We entered the MENA region six months ago and plan to intensify our focus in the Middle East and West region,” he added.
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Grover mentioned that the company is currently running a pilot program called ‘Mehfil-e-Behrouz’ in Mumbai.
“Under this, we will arrange a buffet-like setup for people wanting to host a gathering through Behrouz that will include table runners, and kebabs and also curries as accompaniments,” he stated.
House of Biryan: Customization and Expansion
Mohammed Bhol, CEO of House of Biryan, stated that the Mumbai-based chain is expanding its presence to Delhi and Pune, with the goal of serving over 400,000 customers within a year. By December 2025, the company aims to achieve a revenue exceeding INR 100 crore through the operation of 45 stores. Bhol highlighted that the chain has successfully served more than 1.2 lakh customers in just one year. “We are the sole biryani platform that allows customers to customize their biryani,” Bhol remarked. “Ordinarily, when you order biryani, it arrives in a predetermined manner. However, our consumers have the option to select their preferred flavors and mix and match, which has significantly appealed to a younger audience,” he added.
Biryani by Kilo: Sustained Growth and Expansion Strategies
Vishal Jindal, co-founder of Biryani by Kilo, stated that the company has witnessed growth in both outlet count and revenues over the past year, with annual revenues rising from around INR 220 crore to over INR 300 crore. “We have extended our operating hours into the night and are exploring opportunities for more dine-in and highway outlets this year. Our focus for expansion remains on North and West India. Additionally, we’ve introduced a ‘Toofani’ category in our biryani offerings, ensuring quicker delivery,” he added.
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Biryani’s Consistent Appeal
Vikrant Batra, founder of Cafe Delhi Heights, mentioned that despite offering a wide range of dishes from various cuisines, biryani consistently ranks among the top five dishes in terms of sales for both dine-in and delivery formats.
“Additionally, we observe an annual growth of 8-10% in biryani sales,” he added.
Pradeep Shetty, president of the Federation of Hotel & Restaurant Associations of India (FHRAI), emphasized that restaurant members are placing increased emphasis on the biryani segment, actively innovating with varieties and takeaways. “Moreover, they are committed to improving the packaging and delivery experience for consumers,” he stated. FHRAI boasts a membership of 500,000 restaurants, both directly and indirectly.