The investment marks Vivek Oberoi’s family office’s entry into Biryani Bees as the food brand looks to expand its business.
New Delhi: Biryani Bees, a biryani and Indian meals brand incubated by Wolfpack Labs, has raised $1 million from the Vivek Oberoi Family Office to expand its presence across India’s Tier 2 markets.
The investment marks the family office’s entry into Biryani Bees as the startup looks to scale beyond its existing operations in Uttar Pradesh.
The company currently operates three outlets in the state and plans to increase that number to 10 across Uttar Pradesh, Madhya Pradesh and other Tier 2 markets.
Biryani Bees targets Tier 2 cities.
Biryani Bees plans to use the fresh capital to expand its outlet network while building a standardised food brand for consumers outside India’s largest metropolitan markets.
Founder Nitin Tiwari said the company was built around the idea that consumers in Tier 2 cities should have access to consistent food quality and service at prices suitable for everyday meals.
“This investment allows us to take what we have built in Uttar Pradesh and replicate it across markets,” Tiwari said.
The expansion comes as food and restaurant businesses increasingly look beyond major metros for their next phase of growth.
Vivek Oberoi backs the food brand.
For Vivek Oberoi, the investment reflects his belief that Tier 2 and Tier 3 cities will play a larger role in India’s consumption growth.
“What attracted us to Biryani Bees is not just the love for the product, but the business model behind it,” Oberoi said.
He added that the brand could build a large market by combining standardised food, affordability and consistency.
Oberoi compared the opportunity with the way McDonald’s built a widely recognised QSR brand around consistency and accessibility.
“We believe there is a massive opportunity to build high-quality, standardised and affordable food brands for these consumers,” he said.
Wolfpack Labs aims for a national brand.
Biryani Bees was incubated by Wolfpack Labs, which has focused on building the brand identity alongside its operating model.
Prerna Gupta, Co-Founder of Wolfpack Labs, said the company wanted Biryani Bees to look like a national food brand rather than a local biryani business.
The team developed its visual identity, packaging and wider brand positioning with established global QSR brands in mind.
The next phase will combine that brand identity with expansion across new markets and a focus on operational efficiency.
With the Vivek Oberoi Family Office investment, Biryani Bees now plans to move from three outlets in Uttar Pradesh towards a 10-outlet network across multiple Tier 2 markets.
