By Karan Tanna
Badshah launches Badboy Pizza, eyes Rs 150 crore ARR
Rapper and entrepreneur Badshah has forayed into India鈥檚 fast-growing quick service restaurant (QSR) space with the launch of Badboy Pizza, a mass-premium pizza brand that the company said blends Indian flavours with global styles. The launch is in partnership with Ghost Kitchens India, a cloud kitchen-led food and beverage company founded by Karan Tanna.The brand debuted its flagship boutique outlet in Mumbai鈥檚 Andheri, backed by a viral pre-launch campaign showing Badshah in a dramatic spat ending with a pizza slap鈥攄esigned to push its tagline 鈥淧izza that slaps.鈥 Badboy Pizza aims to open 50 outlets across India鈥檚 five largest metros in three years. With a hybrid model of dine-in and cloud kitchens, it is targeting an annual recurring revenue (ARR) of 鈧150 crore. Each pizza experience is priced at an average of 鈧400 per person. The brand promises to deliver what it describes as a consistent, elevated and authentic pizza experience that mirrors Badshah鈥檚 personal identity 鈥 鈥渄esi, chic and unapologetically authentic.鈥濃淒rawing upon diverse culinary experiences from my travels over the years, my vision was to forge a brand that embodies international quality while resonating deeply with homegrown appeal. Partnering with Karan Tanna and Ghost Kitchens ensures we鈥檙e building not just a brand, but a truly world class and accessible culinary experience,鈥 Badshah said.Ghost Kitchens India, which handles over 1.2 lakh orders per month and operates 12 brands including Starboy Pizza and New York Waffles, raised $5 million in Series A funding this year from GVFL and NB Ventures. It has clocked 60% year-on-year growth and is using the capital to expand through acquisitions.Live Events鈥淏adboy Pizza is poised to be the most exciting QSR launch of the decade. The brand reimagines what scalable QSRs of the future will look like. Badshah鈥檚 ability to shape trends and influence youth culture gives this brand an unmatched edge. Together, we鈥檙e building the future of QSR experiences in India,鈥 Karan Tanna, CEO of Ghost Kitchens India, said.India鈥檚 QSR market is projected to grow from $85.19 billion in 2025 to $139.75 billion in 2030, a compound annual growth rate (CAGR) of 10.41%, driven by rapid urbanisation, rising disposable incomes, and shifting consumer preferences. Within that, the pizza segment is expected to expand from $5.3 billion in 2024 to $11.8 billion by 2033, growing at a CAGR of 9.24%.India鈥檚 pizza scene has evolved rapidly since 1996, when its first outlet opened in Delhi. Today, it features major players like Domino鈥檚 and Pizza Hut, alongside local challengers like La Pino鈥檢 and standalone outlets. US brand Little Caesars has also announced plans to open dozens of outlets in India to tap into the country鈥檚 growing appetite and economic momentum.The Badboy Pizza menu features a 50-item spread. International flavours include Smoky BBQ (American), Meh-Hee-Koh (Mexican), Dynamite Schezwan (Indo-Chinese), Korean Spice, Chicken Shawarma, Hollywood Salmon (American), Truffle Cacio-E-Pepe (Italian), Chimichurri Messidona (Argentinian), and Burmese Khow Suey.Indian-inspired flavours highlight local favourites like Tandoori Tikka and Aloo Dumdaaar from North India, and Chicken Keemalal from the West. For vegetarians, options range from Onion Soubis茅 and Burrata Hot Honey to Truffle Cacio-E-Pepe and Cheesy 6. One standout is the Pushpa Pizza 鈥 a bold, spicy creation themed around the blockbuster film.Badshah, whose ventures already span fashion (Badfit), nightlife (Dragonfly), fine dining (Sago, Sidera, Sivelle), media (Pentertainment 0075, Aaho TV, Apra Films, After Hours), and investments in Droom, Ultimate Kho Kho, and Crickpe, is betting on Badboy Pizza to become a cornerstone of youth-driven food culture in India.(You can now subscribe to our Economic Times WhatsApp channel)
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(You can now subscribe to our Economic Times WhatsApp channel)Read More News onBadshah Pizzaquick service restaurantGhost Kitchens IndiaIndian pizzaQSR market in IndiaBadshahBadboy PizzaBadshah businessBadshah moneypizza stores(Catch all the Business News, Breaking News, Budget 2025 Events and Latest News Updates on The Economic Times.) Subscribe to The Economic Times Prime and read the ET ePaper online….moreless