RASA Group is set to take its cloud kitchen brand, Jee Bhar Ke (JBK), to more cities across North and Central India. The company has set a clear goal of building a ₹150–200 crore business over the next five years. To support this plan, RASA Group has committed ₹15 crore to the brand.
The new capital will help Jee Bhar Ke add up to eight cloud kitchens over the next 12–24 months. The brand plans to enter a list of key cities that includes Jaipur, Agra, Chandigarh, Lucknow, Kanpur, Meerut, Jammu, Indore, Bhopal, Dehradun and Mathura-Vrindavan.
The plan marks a major step for Jee Bhar Ke, which already has a presence across Delhi, Gurugram and Noida. The brand has built a base around one simple idea: bring well-known regional Indian dishes to more consumers without losing the taste and character that make them special.
A Focus on Authentic Regional Food
Jee Bhar Ke was created around India’s rich food culture. Across the country, every region has dishes that carry a strong sense of place, family and tradition. Yet, many of these foods remain hard to find outside their home markets.
The brand aims to solve this gap through a mix of authentic recipes, culinary expertise and standard kitchen systems. Its approach is to retain the core taste of regional dishes while using a common process that can support a larger food business.
This model gives Jee Bhar Ke a chance to offer familiar comfort food to customers in cities far from the dishes’ original homes. The focus is not just on variety. It is also on trust. Customers who order a regional dish expect it to taste close to what they know and love.
For a brand such as Jee Bhar Ke, that trust can become a key part of its value. A strong food identity can help it stand apart in a crowded online delivery market, where consumers have many options at the touch of a screen.
Strong Base in NCR
Jee Bhar Ke has already shown signs of solid demand in the Delhi-NCR market. The brand currently serves Delhi, Gurugram and Noida and fulfils about 10,000 orders each month.
Its repeat customer rate also offers a positive signal. Around 35–40% of its customers return for another order. This suggests that a large share of buyers does not view the brand as a one-time choice. Instead, many have found dishes they want to order again.
For a food company, repeat demand can be important for long-term growth. New customers can help a brand gain reach, but repeat users can help create a more stable business base. The current numbers give Jee Bhar Ke a useful foundation as it moves beyond its existing markets.
The next phase will test whether the brand can carry this demand pattern into new cities. Each market has its own food habits, price points and local preferences. The ability to maintain taste, quality and service across these locations will be central to the next stage of the business.
₹15 Crore to Support the Next Phase
RASA Group plans to use the ₹15 crore investment across several areas. A major part of the capital will go toward the kitchen network. The company also plans to use the funds to improve operations, strengthen technology and build a deeper presence in high-growth markets.
Cloud kitchens can offer a different path from the traditional restaurant model. They do not need the same level of focus on large dining spaces or front-of-house facilities. This can allow a food brand to enter selected markets with a more focused cost structure.
For Jee Bhar Ke, a wider kitchen network can also help bring regional food to more customers while keeping its core operating model consistent. Technology will have a key role in this process, from order flow and kitchen systems to customer data and service quality.
The investment, therefore, is not only about more kitchens. It is also about creating a stronger business system that can support the brand as its footprint becomes larger.
A Long List of New Markets
The proposed expansion covers several important cities across North and Central India. Jaipur, Agra and Chandigarh can offer access to large urban and tourist markets. Lucknow and Kanpur have strong food cultures and large consumer bases. Meerut and Jammu also offer scope for a regional food brand with a clear identity.
The plan also includes Indore, Bhopal, Dehradun and Mathura-Vrindavan. Each city has its own food culture, consumer profile and demand pattern. The broad market list gives Jee Bhar Ke several paths for future growth.
The company expects to add up to eight kitchens within the next 12–24 months. This means the actual rollout will likely depend on market response, local demand and the performance of each new unit.
India’s Food Delivery Opportunity
Jee Bhar Ke enters this next phase at a time when India’s online food delivery sector continues to expand at a strong pace. More consumers now use digital platforms to order meals, while convenience has become a major part of daily food choices.
According to IMARC Group, India’s online food delivery market was worth USD 55.58 billion in 2025. The market is projected to reach USD 337.15 billion by 2034, at a CAGR of 22.18%.
These figures show the size of the opportunity before food brands. The shift toward online orders also gives specialised kitchen brands more room to reach customers without the need for a large restaurant network.
At the same time, consumers are showing more interest in authentic regional food. This creates a useful opening for brands that can combine traditional flavours with reliable service, technology and standard processes.
A Key Brand for RASA Group
Jee Bhar Ke is one of the key consumer businesses within RASA Group. Over the coming years, the brand is expected to contribute 10–15% of the Group’s overall revenue.
That target gives the food business a larger role within RASA Group’s long-term plans. The Group wants to create and scale high-growth consumer brands across India, and Jee Bhar Ke fits this strategy through its regional food focus and digital-first cloud kitchen model.
For RASA Group, the opportunity goes beyond one food brand. A successful Jee Bhar Ke model could offer a base for wider consumer businesses, while its systems and market knowledge could support future ventures.
Rahul Agarwal’s Vision for the Brand
Rahul Agarwal, Founder & CEO of RASA Group, sees a large opportunity in regional Indian cuisine. He believes these foods already have strong consumer love, but the market still needs better ways to offer them at scale with consistent quality.
His vision for Jee Bhar Ke is to make regional favourites available across the country while respecting their culinary roots. The brand aims to combine India’s food heritage with technology and strong operations.
This balance could become the main strength of the business. Regional food gives Jee Bhar Ke a clear identity, while a standard operating model can help it serve a much larger customer base.
The Road Ahead
The next 12–24 months will be an important test for Jee Bhar Ke. The brand has a proven base in Delhi-NCR, about 10,000 monthly orders and a 35–40% repeat customer rate. It now has the capital and market plan to take its model into new cities.
The larger goal is ambitious: a ₹150–200 crore business within five years. With ₹15 crore from RASA Group, a plan for up to eight new kitchens and a focus on authentic regional cuisine, Jee Bhar Ke has a clear path ahead.
The real challenge will be to maintain taste, quality and customer trust as the network becomes larger. If the brand can achieve that balance, it could become a notable name in India’s regional food and cloud kitchen space.
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