Faasos Brand Guidelines: The 2004 Pune Roll Shop That Became Rebel Foods’ Oldest Brand

Two Kolkata classmates and a 200 sq ft store.

Faasos began as a small wrap and roll shop in Pune. Outlook Business reported in June 2019 that its founders, Jaydeep Barman and Kallol Banerjee, classmates at IIM Lucknow who had both grown up in Kolkata, were working for an e-learning company in Pune in the early 2000s and missed the Kathi rolls of their home city. In 2004, the magazine said, they opened a 200 sq ft “hole in the wall” store serving wraps and rolls, which they ran alongside their jobs with a hired manager. English Wikipedia also gives 2004 as the founding year, and the brand’s website now speaks of “22 years” of trading, which counts from the same date.

The business became a full-time company later. Barman returned to India in 2010, according to Outlook Business, and the company now called Rebel Foods was formally incorporated in 2011; Banerjee joined in 2012. Some reports date Faasos from that relaunch instead: OfficeChai gave 2010 in 2017, and Mint gave 2011 as Rebel Foods’ founding year in 2025. The name was first written Faaso’s, with an apostrophe, which was dropped in 2015 after a rebranding, Outlook Business said.

The early Faasos was a chain of very small shops. By 2014 it had 40 to 50 outlets in three cities, most of them in Delhi, Entrepreneur India reported in its June 2020 issue; they measured 150 to 200 sq ft, had no seating and mostly handled takeaway and delivery. Outlook Business recalled that when Faasos had stores on the street, its signage was purple and yellow.

From shopfronts to kitchens.

The turn came from a customer survey. Barman told both Outlook Business and Entrepreneur India that in 2014 the company asked its delivery customers whether they had ever seen a Faasos outlet, and that about 74 percent said they had not. The company then closed its high-street stores and moved to delivery-only kitchens. Outlook Business reported that the first of these opened in Marol, a suburb of Mumbai, and Entrepreneur India said converting the whole business took from 2014 to 2016.

The kitchens were built to be invisible from the street. In June 2017 the business site OfficeChai described more than 100 Faasos “invisible kitchens” in 12 Indian cities: set back from main roads to keep rents down, carrying no signage for the brands they cooked for, and taking delivery orders only, with no dine-in or takeaway. Each kitchen could cook for several of the company’s brands, which it listed on delivery apps including Swiggy and Zomato. About 18 months earlier, the site said, Faasos had begun launching new food brands specialising in pizza, biryani and Chinese food.

That is how Faasos became one brand among several. Outlook Business reported that when Faasos added pizza to its menu, customers did not take to it, so the company relaunched the same pizza under a new name, Oven Story. Entrepreneur India reported that from 2016 Faasos became a sub-brand and the company was renamed Rebel Foods, with Faasos its oldest brand and Behrouz Biryani its second; by then the group had more than ten brands and had expanded into the Middle East and other parts of Asia, the magazine said. In June 2019 Outlook Business counted 200 Faasos cloud kitchens across 15 cities, and noted that each brand had its own look online: the Instagram posts of Behrouz Biryani used a Persian style, while Sweet Truth, the dessert brand, posted in pastel hues.

Design and documentation.

Several of the Indian sweet-shop, snack and restaurant chains in this guide began at a single counter or kitchen. Some keep the name of a founding town or family, and the shopfront, the sweet box and the takeaway bag carry that name long after the business has spread beyond its home city. Some, like Bikanervala, keep a second name for the packed snacks they sell in shops, so that the restaurant and the pack can live side by side.

The menu is usually the clearest part of the identity. Chains in this group present themselves through named dishes and drinks: bhujia and kaju katli, momos, vada pav, masala chai, barbecue platters, dosa and idli, or cakes and brownies. Their websites group products by those names rather than by ingredient, and many add gift boxes and festive ranges to the everyday menu.

Networks are published by the companies themselves, as outlet lists, city pages and franchise forms for domestic and international partners, and they change often. Some brands have moved from street-facing shops to delivery-only kitchens that carry no signage at all, which leaves the pack, the app listing and the social feed to do the work of a shopfront. Where a count is given in this guide, it is dated and attributed.

Ownership ranges from family businesses run by a second or third generation to groups that hold several restaurant brands and to companies listed on an Indian stock exchange. Corporate pages describe founders, owners and franchise networks; this guide sets those claims beside dated reporting in the business and trade press, and keeps each company’s own account clearly marked as its own.

Packaging as the shopfront.

For a delivery brand, the pack does the work a shopfront once did. Barman told Outlook Business in 2019 that for cloud kitchen companies packaging is akin to a restaurant’s ambience, and that every Rebel Foods brand has packaging suited to its personality. Advertising filled the rest: the magazine dated the “Aaj khane me kya hai” campaign — roughly, “what’s to eat today?” — to 2015, and in August 2020 ETBrandEquity reported a #BoreNoMore film for Faasos Signature Wraps, made by the agency Wunderman Thompson South Asia.

The menu is still built on wraps. As of November 2026 the Faasos website groups its range as classic wraps, signature wraps, burger wraps and pizza wraps, with paratha burgers made with lachha paratha in place of buns, shawarmas and rice bowls; its headline reads “Wrap your day in bold flavours.”

Rebel Foods is based in Mumbai. In March 2025 Mint reported that it ran more than 450 cloud kitchens across 75 cities in India, the Middle East, North Africa, Indonesia and the UK, under brands including Faasos, Behrouz Biryani, Oven Story Pizza and Wendy’s, and that it was backed by Temasek and KKR. It also ran a small number of physical sites, including seven EatSure food courts and three Oven Story dine-in outlets, according to the same report. In February 2025 the group launched Quickies by EatSure, a 15-minute delivery service, in parts of Mumbai, Mint said.

For a design guide, Faasos shows how a brand that gave up its shopfronts moved its identity onto the pack and the screen. Compare Domino’s, a delivery-led pizza chain, and Wow! Momo, another Indian chain that began with one street snack. For this guide we use a grape purple and a mustard yellow with a sans, an unofficial interpretation; no product or logo is reproduced.

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