Rebel Foods Joins ONDC Network to Expand Direct-to-Consumer Presence Across India

• ByStartupStory     |    January 24, 2024

Rebel Foods, a prominent player in the restaurant industry, has officially become a part of the Open Network for Digital Commerce (ONDC), an initiative by the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce and Industry, Government of India. As part of this collaboration, customers can now conveniently order from nine of Rebel Foods’ brands through the ONDC digital platform.

The decision to onboard ONDC aligns seamlessly with Rebel Foods’ strategic objective of fortifying its direct-to-consumer (D2C) offerings, ensuring an enhanced customer delivery experience across diverse networks. The cloud kitchen giant plans to extend its D2C platform, EatSure, to integrate multiple restaurant brands onto the ONDC Network. This includes popular names such as 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, expressed enthusiasm about Rebel Foods’ inclusion, stating, “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.”

Sagar Kochhar, Co-founder of Rebel Foods, highlighted the company’s commitment to innovation and customer experience, stating, “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 has rapidly grown into a dynamic internet restaurant company, housing well-known brands such as Faasos, Behrouz Biryani, Oven Story Pizza, Mandarin Oak, The Good Bowl, SLAY Coffee, Sweet Truth, Wendy’s, and more. With an extensive network of over 450 kitchens spanning 70 cities, Rebel Foods utilizes its full-stack technology, Rebel OS, to launch and scale multiple brands efficiently.

Through the Rebel Launcher, powered by Rebel OS, the company has successfully introduced over 25 brands and currently operates 45 brands across various countries, including India, Dubai, Abu Dhabi, Sharjah, the United Kingdom, and Saudi Arabia.

Rebel Foods achieved unicorn status in October 2021 after securing $175 million in its Series F round led by Qatar Investment Authority. The start-up has raised a total of $513 million over 20 rounds from investors, including Catalyst Trustship, Stride Venture, and Sequoia Capital (now called Peak XV Partners).

The move to join the ONDC Network positions Rebel Foods for continued growth and innovation, enabling the company to further elevate its renowned brands and cater to diverse food missions across global geographies.

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