Dec 17, 2020
India’s favourites: Hyderabadi Nizami Biryani, Lucknowi Nawabi Biryani, Dindigul Biryani to Kolkata Biryani attracts Jubilant Foods into venturing into India’s most preferred and favourite rice dish at just Rs. 99
India’s Jubilant FoodWorks Limited has entered into biryani’s making under the brand ‘Ekdum!’ The preparation and distribution is listed offer a wide-ranging variety of biryanis from across India includes:
· Hyderabadi Nizami Biryani,
· Lucknowi Nawabi Biryani,
· Dindigul Biryani,
· Kolkata Biryani,
· Butter Chicken Biryani,
· Egg Biryani,
· Paneer Makhani Biryani and
· Tawa Chicken Biryani.
Along with biryanis on the platter, foodies are given the choice to choose from an extensive variety of gourmet kebabs, curries, beverages, breads, and desserts. To complement the cuisine, the company offers a selection of chutneys, salads, and raitas.
As per survey analyses, biryani is the most ordered food throughout India on food aggregator apps. At the right time, with the brand Ekdum!, Jubilant FoodWorks Limited, has entered into biryani’s category. The menu from Ekdum! will be prepared in open kitchens maintaining the highest standards of hygiene and following Food safety measures.
Strategically planned, the starting price of the biryani will be just Rs. 99.
Ekdum!, started with three restaurants in Gurgaon for takeaways, deliveries, and dine-ins, with more restaurants planned to open in Delhi NCR in the coming months.
As per the company management, “this foray is in line with our strategy of portfolio expansion. We are delighted to introduce Ekdum!, our new venture in the biryani category. We see strong potential in this segment and are confident that Ekdum!, with its sharp and differentiated proposition, will create a strong position for itself in the market”.
Pre and post lockdown, biryani has been the most favoured and ordered food on the Zomato and Swiggy apps. In 2018, PWC-FICCI pegged the organized biryani delivery industry at Rs. 2500 cr per annum. Paradise, Behrouz Biryani, Charcoal Biryani, Biryani Blues, Biryani by Kilo (BBK), and the Biryani Project are the key delivery players in this segment. Even during the lockdown, Biryanis were the most demanded parcel-pack food product.