Biography of Jaydeep Barman: CEO and Co-Founder of Rebel Foods- Entrepreneur
Biography of Jaydeep Barman:
Jaydeep Barman, the CEO and co-founder of Rebel Foods, began
his entrepreneurial journey with a vision to revolutionize the food industry.
Rebel Foods, initially known as Faasos, is a cloud kitchen company that has
grown significantly since its inception. With over 350 kitchens across the
globe, including in India, the UK, UAE, and Indonesia, the company is valued at
over $800 million. Despite the challenges posed by the pandemic, Rebel Foods
secured $50 million from Coatue Management, a US-based hedge fund, and expanded
into London.
From Humble Beginnings
Barman, reflects on his entrepreneurial path with humility.
Before founding Rebel Foods, he was deeply involved in mountaineering during
his college days at Jadavpur University in Kolkata. This passion for climbing,
alongside his studies in production engineering, led to enduring friendships
and a sense of adventure that stayed with him throughout his career.
A Different Path
Initially, Barman did not envision himself as an
entrepreneur. He describes his early years as carefree, focusing more on fun
and sports rather than ambition or business. His background was not in
business; his father was a professor, and his mother a math teacher. After
completing his MBA from the Indian Institute of Management, Lucknow, Barman
landed a job at Onida, where he sold television sets in north Bengal, a region
plagued by power outages.
A Shift to E-Learning
In 2002, Barman joined Brainvisa Technologies, a Pune-based
startup that provided e-learning solutions. His role in the UK helped him
understand the freedom and responsibility that come with entrepreneurship.
Although he missed home-cooked food, this experience laid the groundwork for
his future ventures.
A Homecoming and a New Beginning
Despite his successful corporate career, Barman missed the
flavors of his hometown. This longing, combined with his newfound interest in
entrepreneurship, led him to return to Pune and team up with Kallol Banerjee.
Together, they aimed to recreate the iconic Kolkata rolls in a quick-service
restaurant format, inspired by global giants like McDonald's and Domino’s.
Their venture, Faasos, started with a focus on these rolls, driven by Barman’s
desire to bring the familiar tastes of home to a broader audience.
The Spark of an Idea
Returning to Pune in 2004, Barman, driven by a desire to
recreate the flavors of Kolkata, co-founded Faasos with Kallol Banerjee. They
sought to adapt the concept of quick-service restaurants (QSRs) like McDonald's
and Domino’s to Indian street food. Their idea was to offer rolls in a similar
fashion to burgers and pizzas, focusing on familiar tastes.
Overcoming Obstacles and Pivoting
Faasos faced challenges early on, including a failed pizza
venture. However, this setback became a turning point for Barman and Banerjee.
They realized that successful food brands often focus on specific cuisines,
leading them to pivot their pizza brand to "Oven Story." This
strategic move paid off, resulting in a significant increase in sales and
demonstrating the potential for brand-specific success in the food industry.
The Early Struggles
Faasos began with self-funding and quickly opened additional
outlets. However, scaling the business proved difficult due to limited funding
options and personal financial pressures. Barman and Banerjee decided to
franchise Faasos to friends and took a break to reassess their strategy.
A New Beginning
In 2005, Barman pursued further education at INSEAD and
joined McKinsey & Company in London. His experience at McKinsey, where he
became an associate partner by 2010, provided him with valuable business
insights. By then, he had decided to take Faasos nationwide and saw an
opportunity to scale the business model similar to Domino’s.
Biography of Jaydeep Barman: CEO & Co-Founder of Rebel Foods- Entrepreneur /Age/Net worth/Success story of Jaydeep Barman/Rebel Foods/Story Jaydeep
The Rise of Faasos
By 2011, Barman and Banerjee secured $2 million in funding
from Sequoia Capital, allowing them to open 18 outlets in major Indian cities.
They aimed to replicate the success of international QSR models while adapting
to local tastes. However, they encountered challenges in hiring experienced
professionals and realized they needed a new approach.
Embracing Fresh Perspectives
To overcome these challenges, they launched the Faasos
Entrepreneur in Residence (FER) program, bringing in individuals with fresh
ideas and a sense of ownership. This decision proved transformative, leading to
significant changes in the company’s direction and culture.
Embracing the Cloud Kitchen Model
Recognizing the shifting landscape of food delivery, Barman
and Banerjee decided to explore the cloud kitchen model. This innovative
approach allowed them to streamline operations and reduce costs by focusing
solely on online food delivery. In 2014, they rebranded Faasos as Rebel Foods
and embraced the cloud kitchen concept. This transformation enabled them to
efficiently cater to growing customer demand through their digital platforms.
The Cloud Kitchen Revolution
In 2015, Faasos recognized a shift in consumer behavior
towards online ordering. They realized that 75% of their orders were for
delivery, prompting them to close physical outlets and focus solely on cloud
kitchens. This pivot was a game-changer, allowing them to operate with lower
overhead costs and reach more customers through online platforms.
Expanding the Culinary Empire
Rebel Foods capitalized on the success of its cloud kitchen
model by launching multiple new brands. The introduction of Behrouz Biryani in
2016 marked a significant milestone, showcasing the effectiveness of the model.
This success led to the creation of additional brands like Mandarin Oak for
Chinese cuisine, Sweet Truth for desserts, The Good Bowl for healthy meals, and
The Biryani Life for convenient biryani servings. This multi-brand strategy
allowed Rebel Foods to diversify its offerings and cater to various customer preferences.
As Rebel Foods, the company diversified its offerings,
launching new brands such as Behrouz Biryani, Oven Story, and Sweet Truth. This
strategy allowed them to maximize the use of their kitchens by serving multiple
brands from a single location. The company raised $20 million in funding to
support this expansion.
Going Global
In 2019, Rebel Foods took its first steps into international
markets, starting with Indonesia, followed by the UAE and the UK. The company adapted
its brands to local tastes while maintaining a core identity. This global
expansion was accelerated by the pandemic, which provided new opportunities as
traditional food outlets struggled.
Leveraging the Pandemic
The pandemic created new business avenues for Rebel Foods.
They introduced Rebel Launcher, which allowed closed food companies to operate
from their kitchens. Brands like Naturals Ice Cream and Mad Over Donuts began
delivering from Rebel Foods' facilities, helping the company recover nearly 90%
of its pre-pandemic sales.
Navigating Challenges
During the early lockdown days, Rebel Foods faced a 70% drop
in sales. Instead of layoffs, Barman and his team held a virtual town hall to
brainstorm solutions. Employees contributed ideas and took salary cuts to avoid
job losses. This collaborative approach helped the company navigate the crisis
and adjust its operations.
Embracing Technology
In recent months, Rebel Foods has focused on integrating
technology to enhance efficiency and quality. They have hired engineers to
automate cooking processes and maintain high standards. Barman envisions using
technology to standardize recipes like biryani, making it possible to recreate
dishes globally while preserving their quality.
Attracting Global Investment
Barman’s vision and Rebel Foods’ impressive growth attracted
attention from investors around the world. The company secured funding from
prominent venture capitalists such as Sequoia Capital, Lightbox Ventures, and
ru-Net. These investments provided the necessary resources for Rebel Foods to
expand its operations rapidly across India and enter international markets.
Global Expansion and Success
With the backing of significant investments, Rebel Foods
expanded its cloud kitchen operations beyond India. The company ventured into
international markets including the UAE, UK, Singapore, Malaysia, Thailand,
Bangladesh, Hong Kong, and the Philippines. This global expansion underscored
the scalability and success of the cloud kitchen model, allowing Rebel Foods to
bring its innovative approach to a wider audience.
The Future of Food Innovation
Jaydeep Barman’s journey from a Kolkata food lover to the
founder of the largest internet restaurant company globally highlights his
commitment to revolutionizing the food industry. Rebel Foods continues to
thrive by leveraging technology and innovative business models, demonstrating
how a passion for food and entrepreneurship can drive transformative success in
the modern restaurant industry.
The Vision for the Future
Barman's vision for Rebel Foods extends beyond immediate
business goals. He aspires to make Rebel Foods a household name, where
customers consider it a go-to option just as they would check their fridge. The
company’s mission is to create unique and delightful experiences for its
customers, positioning itself as the most loved food brand.
Rebel Foods' journey from a simple QSR to a leading cloud
kitchen company reflects Barman’s innovative spirit and resilience. Despite the
challenges, the company's strategic shifts and technological advancements have
set it on a path to continued success and global expansion.
A timeline of Jaydeep Barman’s journey with Rebel Foods:
2004: Return to Pune - Co-founded Faasos with Kallol
Banerjee, aiming to recreate Kolkata rolls in a QSR format.
2005: Further Education - Pursued education at INSEAD and
joined McKinsey & Company in London, gaining business insights.
2011: Funding and Expansion - Secured $2 million from
Sequoia Capital; opened 18 outlets across major Indian cities.
2014: Rebranding - Rebranded Faasos as Rebel Foods and
adopted the cloud kitchen model.
2015: Cloud Kitchen Shift - Focused solely on cloud kitchens
as 75% of orders were for delivery, closing physical outlets.
2016: Brand Diversification - Launched Behrouz Biryani,
followed by Mandarin Oak, Sweet Truth, The Good Bowl, and The Biryani Life.
2018: International Expansion - Expanded into Indonesia,
UAE, and the UK.
2019: Global Growth - Continued global expansion into
Singapore, Malaysia, Thailand, Bangladesh, Hong Kong, and the Philippines.
2020: Pandemic Response - Introduced Rebel Launcher to
support closed food companies; recovered nearly 90% of pre-pandemic sales.
2021: Technology Integration - Focused on automating cooking
processes and standardizing recipes globally.
2021: Secured Investment - Attracted funding from Sequoia
Capital, Lightbox Ventures, and ru-Net for rapid expansion.
2024: Continued Success - Rebel Foods valued at over $800
million with over 350 kitchens worldwide, including new markets.
