Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning 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

Keywords

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