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Case Solution for Biryani By Kilo The Growth Dilemma

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Get the Biryani By Kilo The Growth Dilemma Case Study Solution and Analysis by Sanjeev Ganguly, Sandeep Puri, Supraja Reddy | Case ID: W34561. We guarantee that this case solution is 100% original, official, and not AI-generated. It is a plagiarism-free, complete, and well-structured solution, perf...

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Uploaded on July 14, 2025
Number of pages 19
Written in 2024/2025
Type Case
Professor(s) Mr karen
Grade A+

Institution Case Management
Course Case Management

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BIRYANI BY KILO: THE GROWTH DILEMMA

CASE STUDY SOLUTION

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SYNOPSIS
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In June 2023, Koushik Roy and Vishal Jindal remembered their dream of making Biryani by Kilo (BBK),
the McDonald’s or Domino’s of India and an iconic international brand in the biryani segment. BBK is a
quick-service restaurant (QSR) founded in India by Roy and Jindal in 2015. 1 The company specializes in
serving authentic Indian biryani dishes.2 BBK is the first restaurant to sell freshly cooked-to-order biryanis
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and serve customers in the same handi (earthen pot) in which the biryani was prepared. Roy observed that
biryani was a category and not a menu in itself. Biryani did not have national or international brands like
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McDonald’s Corporation or Domino’s Pizza, Inc., in the QSR category in India. BBK’s revenue grew from
₹3 85 million in financial year (FY) 2016–2017 to ₹ 2300 million in FY2022–2023.
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The founders were exploring various strategies for expanding their business. They debated the idea of
franchising in India and other countries alongside their existing company-owned and operated (COCO)
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framework to accelerate growth. Additionally, they contemplated diving into the ready-to-eat food sector.
With aspirations of transforming BBK into India's equivalent of McDonald’s and a renowned global brand
in the biryani category, they pondered key questions: How could they elevate biryani to rival or surpass fast
food staples like pizza or burgers? Should BBK position itself as a specialized brand or adopt a mainstream
delivery-centric approach? What steps were necessary to establish BBK as a prominent national brand and
subsequently take it to the international stage?

OBJECTIVES

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, Determine how a rapidly expanding start-up in the QSR sector can win market share with cutthroat
competition.
 Examine the advantages and disadvantages of a regional food company expanding nationwide when
consumer tastes, and preferences are versatile and accustomed to the prominent local cuisines.
 Develop business strategies in a highly competitive environment where high prices do not always
indicate excellence and low prices do not always indicate value.
 Determine and assess various strategic options that BBK could take to capitalize on a sizable market
opportunity likely to grow due to new business opportunities in India.
 Recognize how a targeted value proposition enables businesses to optimize operations.
 Understand the advantages and disadvantages of franchising and company-owned and operated
(COCO) framework.

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ASSIGNMENT QUESTIONS

1. Analyse the brand BBK. Should BBK aim to make a product for the mainstream market or stay in a
niche market?
2. Discuss the strategies used by BBK in service, product, pricing, communications, and distribution.
3. Evaluate the competitive setting. How is BBK impacted by the local economy and level of competition?

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,4. Develop a marketing strategy for BBK to help it become a national brand in India.
5. Should BBK launch ready-to-eat packaged goods? Suggest segmentation, targeting, and positioning for
ready-to-eat packaged goods.
6. Discuss the various expansion strategies for BBK for its sustainable success in the coming years.

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ANALYSIS

1. Analyse the brand BBK. Should BBK aim to make a product for the mainstream market or stay
in a niche market?

first analyzing the strengths, weaknesses, opportunities, and threats (SWOT)
of BBK and then use that analysis to gain insight into students’ understanding of BBK as a company and
its brand popularity (see Exhibit TN-1).
Advantages of niche markets

 Less competition: Niche markets are often less saturated, making it easier for businesses to stand out
and gain a competitive edge.
 Greater understanding of customer needs: By focusing on a specific group of customers, businesses can
better understand their needs and tailor their products or services accordingly.

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, EXHIBIT -1: SWOT ANALYSIS OF BBK

Strengths Weakness

 Good brand equity  Long waiting time (90 minutes compared
 with 15–20 minutes for other biryani
 suppliers)
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Opportunities Threats

 Less presence of restaurants offering  Competition from new entrants (e.g., Potful
freshly cooked biryani Biryani, Behroz Biryani)

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EXHIBIT -2: PORTER’S FIVE FORCES ANALYSIS OF THE QSR INDUSTRY IN INDIA
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QSR
Industry

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Case Solution for Biryani By Kilo The Growth Dilemma

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