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Rebel Foods Joins ONDC Network To Strengthen Pan-India D2C Presence

Customers can now order from its brands Behrouz Biryani, Oven Story Pizza, Faasos, Sweet Truth, LunchBox, Wendy's and more on the digital platform

Rebel Foods Joins ONDC Network To Strengthen Pan-India D2C Presence

Outlook Start-Up Desk

POSTED ON January 23, 2024 11:32 PM

Restaurant company Rebel Foods has joined the Open Network for Digital Commerce (ONDC), an initiative of the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce and Industry, Government of India. Customers can now order from nine of its brands through the digital platform Network. 

Onboarding onto ONDC aligns perfectly with the company's aims to strengthen its D2C offerings while delivering a comprehensive customer delivery experience across multiple networks. The cloud kitchen company will directly extend its own D2C platform EatSure to bring its multiple restaurant brands on the ONDC Network, including Behrouz Biryani, Oven Story Pizza, Faasos, Sweet Truth, LunchBox, The Good Bowl, Firangi Bake, The Biryani Life and Wendy's.

T Koshy, MD and CEO of ONDC said, "Rebel Foods' presence on the ONDC Network represents another crucial touchpoint in our journey. As the first cloud kitchen company of its magnitude to join the ONDC Network, it seamlessly aligns with our mission to establish an open, unbundled, and interoperable Open Network that fosters innovation, inclusion and accessibility."

Speaking on the announcement, Sagar Kochhar, co-founder, of Rebel Foods said "By being the only internet restaurant company at this scale to integrate on the ONDC seller app, we're innovating with new touchpoints to create extraordinary customer experiences. Rebel Foods going live on ONDC not only unlocks new business opportunities but reiterates our commitment to bringing our customer-loved brands across food missions in multiple geographies."

Founded in 2011 by Jaydeep Barman and Kallol Banerjee, Rebel Foods is a fast-growing internet restaurant company, home to brands such as Faasos, Behrouz Biryani, Oven Story Pizza, Mandarin Oak, The Good Bowl, SLAY Coffee, Sweet Truth, Wendy's and more. With over 450 kitchens across 70 cities, it has developed its full-stack technology—Rebel OS—through which multiple brands are launched and scaled up quickly. 

Through the Rebel Launcher, powered by Rebel OS, the company has launched over 25 brands. The company currently operates 45 brands across multiple countries like India, Dubai, Abu Dhabi, Sharjah, the United Kingdom and Saudi Arabia.

The start-up raised $513 million over 20 rounds from investors, including Catalyst Trustship, Stride Venture, and Sequoia Capital (now called Peak XV Partners). Its first funding round was on October 30, 2010, and its latest was on April 25, 2023 for $9.15 million. It entered the unicorn club after raising $175 million in its Series F round led by Qatar Investment Authority in October 2021.

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