Rebel Foods: Managing the Brand Portfolio

Rebel Foods, the world’s largest internet restaurant company, had operations globally and launched multiplecuisine brands to satisfy consumers’ taste buds. Among them were Faasos, Behrouz Biryani, Oven Story, MandarinOak, Lunch Box, and many more under the Rebel umbrella.1Over time, only three brands—Behrouz Biryani,Oven Story, and Faasos—became the highest contributors to the bottom line. Rebel also started offering cloudkitchen space services to early-stage food entrepreneurs and distribution of well-known established brands suchas Wendy’s. However, Rebel’s revenue slipped in FY2021 to INR 405.1 Crore (USD 52.11 million) comparedto FY2020, which was approximately INR 558.7 Crore (USD 71.87 million). Rebel Foods’ frequent launch ofmultiple brands, many new initiatives, and slipping financials left many unanswered questions. How should thecompany manage its brand portfolio? Should it launch new brands or collaborate with established brands? Wasthere a need for Rebel to change its brand portfolio?