`Biryani by Kilo` - A Biryani Delivery Startup’s Success Story

`Biryani by Kilo` - A Biryani Delivery Startup’s Success Story
Case Code: LDEN165
Case Length: 10 Pages
Period: 2015-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.300
Organization : Sky Gate Hospitality Pvt Ltd
Industry :Foodservice
Countries : India
Themes: Entrepreneurship/ Entrepreneurial Strategy/ Platform Model/Leadership & Values
`Biryani by Kilo` - A Biryani Delivery Startup’s Success Story
Abstract Case Intro 1 Case Intro 2 Excerpts


The case “‘Biryani by Kilo’ – A Biryani Delivery Startup’s Success Story” talks about the journey of ‘Biryani by Kilo’ (BBK), founded by three friends – Kaushik Roy (Roy), Vishal Jindal (Jindal), and Ritesh Sinha (Sinha), from a startup to being a dominant player in the Indian online food market. The case starts with a brief history of BBK and then describes the unique business model it uses. The case touches upon the launch of different promotional activities by BBK and its pricing method. It also highlights the competition faced by BBK and its future plans.


The case is structured to achieve the following teaching objectives:

  • Understand the process involved in creating a startup.
  • Understand the various phases of entrepreneurial development.
  • Understand how a startup scales to become a successful organization.
  • Identify the challenges faced by an entrepreneur.



Entrepreneurship; Startup; Business Model; Entrepreneurship Development; Business Strategy; Marketing Strategy; Idea Generation; Idea Validation; Vision; Mission; Online Food Delivery; Cloud Kitchen; 4Ps; Biryani By Kilo; Biryani; Marketing Mix

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