Rebel Foods, the Mumbai-based cloud kitchen powerhouse known for brands like Faasos, Behrouz Biryani, and Ovenstory Pizza, has officially become part of the open network for digital commerce (ONDC), a government-backed initiative. This strategic move aims to bolster Rebel Foods’ direct-to-consumer (D2C) offerings across India.
Founded in 2011 by Kallol Banerjee and Jaydeep Barman, Rebel Foods operates more than 450 kitchens across 80 cities, hosting a diverse range of popular brands such as Faasos, Behrouz Biryani, Ovenstory Pizza, Mandarin Oak, The Good Bowl, SLAY Coffee, and Sweet Truth.
In a statement, Rebel Foods revealed its intention to extend its D2C platform, EatSure, directly to ONDC, bringing multiple restaurant brands under its umbrella. Notable brands included in this expansion are Behrouz Biryani, Oven Story Pizza, Faasos, Sweet Truth, LunchBox, The Good Bowl, Firangi Bake, The Biryani Life, and Wendy’s.
By joining ONDC, Rebel Foods aims to create multiple consumer touchpoints and leverage disruptive innovations through its brand portfolio. Sagar Kochhar, Co-Founder of Rebel Foods, emphasized the significance of this collaboration, stating, “Our collaboration with ONDC will elevate our footprint. Rebel Foods going live on ONDC not only unlocks new business opportunities but reiterates our commitment to bringing our brands across multiple geographies.”
ONDC, backed by the department for promotion of industry and internal trade (DPIIT) under the ministry of commerce and industry, focuses on revolutionizing digital commerce in India. The network, live in 500 towns and cities across the country, has been actively partnering with companies to enhance services and support its network participants.
T Koshy, MD and CEO of ONDC, highlighted the significance of Rebel Foods joining the network, stating, “As the first cloud kitchen company of its magnitude to join the ONDC Network, Rebel Foods seamlessly aligns with our mission to establish an open, unbundled, and interoperable Open Network that fosters innovation, inclusion, and accessibility.”
The collaboration between Rebel Foods and ONDC underscores the growing importance of D2C channels in the evolving landscape of digital commerce, bringing convenience and choice to consumers.
