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INTERVIEW

“Revenue expected for this FY is Rs 25 crore”
Monday, 25 February, 2019, 08 : 00 AM [IST]
Burger Singh is the largest chain of homegrown Indian flavour burgers in the QSR category in India. Launched in November 2014 by Kabir Jeet Singh & Nitin Rana, the company already has a strong and established presence in west & north India with 26 outlets.

Known for Indianising a typical Western flavour, Burger Singh specialities include the vegetarian Keema Pao, the Pao Bhaji Burger, the Malabar Express Chicken Burger & Channa Burger for the vegetarians, the Jaatputt Chicken Burger, the Amritsari Murgh Makhani Burger, the Udta Punjab Burger, the Bunty Pappeh Da Aloo Burger and the United States of Punjab Burgers in both vegetarian and non-vegetarian options, amongst others. The company is headquartered in Gurgaon, Haryana.

Rahul Seth
, chief of staff, Burger Singh, in an email interaction with Manjushree Naik delves deeper into the company’s current business challenges and figures, future expansion strategies and more. Excerpts:

Your company has presence in the west and the north. Elaborate.
Burger Singh is the largest chain of Indian flavour burgers in the QSR category in India, with a strong presence in west and north India. The company has over 26 outlets in Delhi NCR, Jaipur, Dehradun, Nagpur and Pune. The brand has also ventured in the UK with two outlets in London and has emerged as the most popular brand of Indian burgers in the state.

Tell us about your pan-India plans.
In this year, we have hopes of venturing out of north and west and cater to food fans pan-India. We have recently launched in Jaipur and Dehradun, and the next stop could be south India, the team is still discussing this.

How big is the Indian QSR market and at what rate is it growing? What is your share in it?
Estimates show that the QSR industry will be worth $28 billion by 2020. Burger Singh is the largest chain of Indianised burgers and we should have a majority share of orders in North India, under the category.

You have on offer Indianised varieties of burger. Elaborate.
The very origin of Burger Singh is that we have Indianised the popular Western snack, Burgers! You will find the best of Indian tastes and specialities in our burgers, including Rajma, Murgh Makhani, Bhaji, Malabar Chicken.

Our burgers are named as Chotu Singh, United States of Punjab, Bunty Pappeh Da Aloo, Amritsari Murgh Makhani, Bihari Gosht, Malabar Express, we have a drink named Tony Pappeh Da Jeera Soda, dips such as Tandoori White Guy Mint, and desserts like Mittha Singh.

How different are the flavours from internationally favourite varieties?
As different as Paranthas and Pizzas. Internationally, the burgers aren't too rich in spices or Indian flavours, that is how we are different.

While the product is Indianised, why is the brand name similar to an international brand?
When I started selling Indian burgers in the UK, my customers began to call me Burger Singh, that's what my company is called too.

You have raised $1 million. What are your plans for the same?
The company has raised over $4 million in two rounds of pre-seed funding, and Series A funding from both strategic & angel investors, and are planning to raise Rs 50 crore in next series of funding.

What kind of growth are you looking at by end-2020?
We are looking to double the revenue by 2020. Revenue expected for this FY is Rs 25 crore.

Are you planning any new launches, collaborations etc. this year?
We are always launching new burgers, and looking for collaborations. This year, we shall expand to more outlets in the UK, also planning to open 100 outlets and aim to launch 10 drive-through outlets within the next three years.
 
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