Jubilant FoodWorks (JFL), the food service company in India, has entered into the most loved food space of Biryanis with its newest brand – Ekdum!
Ekdum! will offer the widest variety of biryanis from across India to choose from. The chefs at Ekdum! have brought together a selection of twenty different biryanis curated from various parts of India using authentic ingredients that bring out the unique flavors and signature tastes associated with the region.
The range of biryanis includes, amongst others, Hyderabadi nizami biryani, Lucknowi nawabi biryani, dindigul biryani, Kolkata biryani, butter chicken biryani, egg biryani, paneer makhni biryani, and tawa chicken biryani.
In addition to biryanis, customers will also be able to choose from an extensive range of kebabs, curries, breads, desserts, and beverages. There will also be a range of raitas and chutneys that will serve to complement the food.
The dishes from Ekdum! will be prepared in open kitchens maintaining the highest standard of hygiene. Customers will be able to witness the safety protocols that are being practiced in the environs of the restaurants. The kitchens will also have separate, demarcated sections for vegetarian & non-vegetarian cooking.
Ekdum! will be affordably priced with biryani prices starting from Rs 99 that will offer unbeatable value for money to customers. These biryanis and other delicacies will be served in a special dum seal packaging two that is eco-friendly, tamper-proof, and microwave friendly, locking in the flavor and aroma and keeping them fresh and safe.
In order to drive convenience and ease of ordering, Ekdum! offers an easy–to-use app, mobile website, and desktop website.
Ekdum! starts with three restaurants in Gurgaon for delivery, takeaway, and dine-in, with more restaurants planned to open in NCR over the next few months.
Speaking at the launch of the new brand, Shyam S Bhartia, chairman and Hari S. Bhartia co-chairman, Jubilant FoodWorks, said, “In line with our strategy of portfolio expansion, we are delighted to introduce Ekdum!, our new venture in the Biryani category. We see strong potential in this segment and are confident that Ekdum!, with its sharp and differentiated proposition will create a strong position for itself in the market”.
Sharing his views on the launch, Pratik Pota, chief executive officer and whole-time director, Jubilant FoodWorks, said, “Ekdum! is our foray into the exciting world of biryanis. With an extensive, curated range of high-quality biryanis from across the country that are priced affordably, Ekdum! will help grow the category and add another engine of growth for JFL.”
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Naresh Khanna – 10 February 2025
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