Introduction

In the ever-evolving food-tech industry, Rebel Foods has established itself as a true disruptor. Co-founded by Jaydeep Barman and Kallol Banerjee, Rebel Foods transformed the way people experience food delivery through its cloud kitchen model. What started as a single restaurant brand, Faasos, has now evolved into the world’s largest internet restaurant company, hosting successful brands like Behrouz Biryani, Oven Story Pizza, Mandarin Oak, and Sweet Truth.

With operations spanning multiple countries and a valuation crossing $1 billion, Rebel Foods stands as a shining example of Indian innovation making waves across the globe.

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From Faasos to Rebel Foods – The Beginning

The journey of Rebel Foods began in 2011, when Jaydeep Barman launched Faasos as a wraps and rolls brand in Pune. While the initial model focused on dine-in and takeaway, the founders quickly realized the rising trend of online food delivery in India.

In 2015, they pivoted towards a cloud kitchen approach, where food is prepared in delivery-only kitchens without the expense of running physical dine-in restaurants. This move not only reduced overhead costs but also allowed them to scale rapidly with multiple brands under one umbrella.

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The Cloud Kitchen Model – A Game Changer

Rebel Foods is often credited with popularizing the cloud kitchen revolution in India.

• What is a Cloud Kitchen?
  A cloud kitchen is a centralized cooking facility that caters exclusively to online orders placed via apps or food delivery platforms like Zomato and Swiggy.
• Why it works for Rebel Foods:
  • Eliminates costs of renting and maintaining large dine-in spaces
  • Allows launching multiple food brands from a single kitchen
  • Provides flexibility to experiment with new cuisines quickly
  • Ensures faster scaling across cities and countries

This strategy gave Rebel Foods an unmatched advantage in terms of efficiency, scalability, and innovation.

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Growth & Global Expansion

From its humble roots, Rebel Foods has grown into a multi-brand powerhouse. Today, it operates 45+ food brands across 10+ countries, including the UAE, Indonesia, and the UK. Its global-first strategy combines data-driven decision-making with a tech-powered kitchen network.

Key milestones in Rebel Foods’ journey:

• Founded Faasos in 2011 (Pune)
• Transitioned to cloud kitchens in 2015
• Rebranded as Rebel Foods in 2018
• Reached unicorn status in 2021
• Expanded globally with franchise and partnership models
• Serves millions of orders per month worldwide

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Why Rebel Foods Stands Out

Rebel Foods didn’t just build a company—it created a platform for internet restaurants.

• Multi-brand strategy: Behrouz Biryani, Oven Story Pizza, Sweet Truth, Firangi Bake, and more
• Tech-driven operations: AI and analytics for menu innovation and demand forecasting
• Asset-light scalability: Cloud kitchens reduce infrastructure costs
• Global partnerships: Collaborations with local players to expand internationally

This combination of food and technology has made Rebel Foods a leader in the FoodTech 2.0 movement.

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Challenges in the Journey

Despite its massive success, Rebel Foods faced hurdles along the way:

• Convincing investors about the cloud kitchen model in early years
• Intense competition from delivery apps launching their own kitchen brands
• Maintaining consistent quality across geographies
• Balancing profitability while scaling rapidly

Through persistence, innovation, and continuous adaptation, Rebel Foods managed to turn these challenges into stepping stones.

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The Future of Rebel Foods

Looking ahead, Rebel Foods plans to strengthen its franchise-driven expansion model, enabling entrepreneurs worldwide to operate under its platform. It also aims to integrate AI-powered personalization to serve customers better and experiment with new-age cuisines to meet changing preferences.

With its unique combination of food, technology, and scalability, Rebel Foods is not just an Indian success story—it’s a global blueprint for the future of restaurants.

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Conclusion

From a small wraps brand to becoming the world’s largest cloud kitchen platform, Rebel Foods showcases how bold pivots, technology adoption, and customer-first thinking can reshape entire industries.

By redefining how food is cooked, delivered, and consumed, Rebel Foods has proven that Indian startups are capable of building global food-tech empires. Its journey is an inspiration for entrepreneurs looking to challenge traditional business models and create disruptive innovations.