In a twist to the tale, perhaps to increase consumption, Daawat, an Indian food brand which specialises in biriyani rice has created the first ever “World Biriyani Day”. On 3 July every year, from 2022 onwards, this is expected to be celebrated with fervour, leading to a higher brand awareness as well as incremental sales. The brand has created a targeted TVC which is available across media channels. The hindi ad has crossed over 7 million views on YouTube.
It is popularly said that the Mughal kings patronised and grew the concept that is biriyani food today. Apparently, it was none other than Mumtaj, one of the many wives of Emperor Shah Jahan who created the menu (obviously this is disputed at many places) which was a mix of a blended rice & lentils with high protein, high carb and animal meat of poultry, goats, cows, etc. so the soldiers remained energetic all through and they could keep their spirits up as long as needed. Also, the menu could be cooked quite easily by the soldiers in the battlefields. Whether the Indian forces consume enough biriyani in today’s times or not, civilians across the country love the Biriyani meal. Many startups such as Biriyani by the Kilo, Behrouz, etc. have also popularised the concept of Biriyani delivery at doorstep.
In 1978, the Daawat’s parent company set-up a small unit at Amritsar. Today, it is a leading processor of rice and specialty foods of India with a global footprint across 65 countries worldwide. The company, along with its subsidiaries has grown its business by ~50% to Rs. 620 Cr in FY 2022. The estimated market size for “Biriyani” as a food category is around Rs. 15,000 Cr (USD 2.1 Bn) of which less than 10% comes from the organised channel, such as restaurants and top hotels. The rest is at-home consumption including events, weddings, parties, etc.
It is laudable that an Indian brand has taken the efforts and the steps to create a landmark moment in this space.