From Packets to Plates
A quiet but powerful shift is happening in the global food landscape. For decades, the presence of Indian food brands overseas was largely confined to the ethnic aisles of supermarkets. Today, companies like Haldiram's and Bikanervala are making a much
bolder statement by moving from product sellers to experience providers. They are launching full-service and quick-service restaurants in major international hubs like London, Dubai, and across North America. This hybrid model pairs a dining establishment with a retail counter, creating a one-stop shop for Indian food lovers. For example, Haldiram's recently opened a 120-seat restaurant in London's Leicester Square, offering a menu that goes far beyond packaged snacks to include chaat, choley bhature, and full thalis. This isn't just about opening another restaurant; it's a fundamental evolution of their business model.
The Strategy: An Immersive Brand Experience
Why would a successful packaged goods company venture into the notoriously tough restaurant industry? The strategy is multi-layered. Firstly, it's about controlling the brand narrative. A restaurant allows the brand to become a destination, creating an immersive experience that a packet on a shelf cannot replicate. It's an opportunity to showcase the freshness, quality, and sheer variety of Indian cuisine, moving beyond the stereotype of just curries. Customers can try a dish in the restaurant and then buy the packaged version to take home. This creates a powerful synergy: the restaurant acts as a live advertisement and a quality benchmark for the retail products, driving sales and building deeper customer loyalty. This approach aims to sell an entire experience, not just food.
Serving the Diaspora, Welcoming the World
The initial engine for this global expansion is the vast and affluent Indian diaspora. For millions living abroad, these brands offer a powerful taste of nostalgia and a connection to home. This built-in customer base provides a crucial and loyal launchpad in new markets like the UK, Canada, the US, and the UAE. However, the ambition now extends far beyond serving expatriates. The restaurant format is a brilliant Trojan horse for introducing authentic Indian street food and regional dishes to a non-Indian audience. A foreign customer might be hesitant to buy an unfamiliar packaged snack, but they are often adventurous enough to order a fresh dish from a restaurant menu. This makes brands like Haldiram's and Bikanervala accessible, helping them transition from niche ethnic brands to mainstream global players.
Bikanervala's Blueprint for Growth
Bikanervala, a brand established in 1905, is another key player executing this strategy aggressively. With over 225 outlets, its presence already spans the US, Canada, UAE, Singapore, and New Zealand. The company is now gearing up for a major expansion into the UK and is investing millions in a new high-tech manufacturing facility in Dubai. Set to open in late 2026, this facility will double its production capacity by 2030, serving its restaurants and retail partners across the GCC, Africa, and Europe. This heavy investment in infrastructure highlights a long-term vision: to build a robust global supply chain that can support a growing network of restaurants and retail outlets, ensuring consistent quality and authentic flavour worldwide.
The Future is a Full Menu
The trend of pairing snacks with restaurants is a clear sign that India's food brands are no longer content with being just exporters. They are becoming global culinary ambassadors. This model allows for adaptation to local tastes while maintaining core authenticity—for instance, by adjusting spice levels or offering fusion items. Success is not guaranteed, as brands must navigate complex international regulations, supply chains, and competition. However, the global appetite for authentic, diverse culinary experiences is growing. As Indian snack exports continue to surge, more than doubling in value in recent years, this hybrid restaurant-retail model is proving to be a winning recipe for taking the taste of India to the world.
