Jaydeep grew up in a Bengali household that loved food. While working in Pune, he missed the Kathi rolls he loved growing up and decided to start a restaurant as a side project. The two launched Faasos, a restaurant serving rolls, and outsourced its operations.

Jaydeep then went to pursue his MBA at INSEAD and landed a job at McKinsey London. After 5 years, he returned to India and had to choose between joining the firm’s rapidly growing India office or growing Faasos.

Faasos started from a single restaurant in Pune and eventually expanded to 10 across Mumbai and Bangalore. It offered doorstep delivery, a novel concept back in the day! In spite of the customer love, Faasos struggled to make unit economics work due to the high cost of real estate - a common problem for Indian restaurants.

A shift in strategy was driven by a customer survey insight - 74% of customers had never visited a Faasos restaurant! This epiphany led them to adopt a 'delivery only' model and cut down costs. Rebel Foods eventually pioneered the concept of 'cloud kitchens' - a single physical kitchen serving as multiple brands.