Indian food is going global—through both familiar routes and fresh new formats. From age-old avenues like exports, diaspora-led restaurants, culinary tourism, and five-star hospitality, to modern innovations like cloud kitchens, plant-based meals, frozen ready-to-cook packs, and gourmet D2C brands, the world’s appetite for Indian cuisine is expanding fast.
With processed food exports crossing US$ 8 billion in FY24, it’s clear that the shift from raw commodities to value-added products is gaining momentum.
What’s even more exciting? It’s not just Indian food traveling the globe—but Indian food brands stepping up as global players.
This blog explores the journeys of some standout brands that are making the cut as first movers—and distills key learnings for Indian companies eyeing global markets.
Indian food is going global—not just through traditional routes like bulk exports, culinary tourism and 5-star hospitality, but through bold new business models. From ready-to-eat snacks and frozen curries to biryani bowls and millet-based superfoods, Indian F&B brands are expanding their reach like never before. The rise of cloud kitchens, growing demand for plant-based diets, and the global appetite for bold and authentic flavours have created fertile ground for this expansion.
A recent example is Haldiram’s, which began in the 1930s as a modest namkeen shop in Bikaner and has grown into one of India’s most iconic FMCG players. Today, it operates both in India and overseas, attracting major foreign investments—₹5,600 crore from UAE’s Alpha Wave and an earlier ₹7,500 crore from Temasek—valuing it at ₹84,000 crore. Haldiram’s is among the front-runners in India’s FMCG export story, reflecting the broader momentum of Indian brands going global.
In 2024, according to ITC Trademap, India’s agricultural exports crossed US$ 441.7 billion, reflecting the rising global demand for the country’s agri and food products.
Indian food exports, once dominated by categories like basmati rice, spices, and tea, are now expanding to include millet-based snacks, herbal beverages, and plant-based curries. This diversification not only reduces overreliance on a few staples but also builds resilience in India’s agri-trade portfolio with a plethora of value added products.
Indian cuisine has several natural advantages—bold spices, aromatic depth, and diverse formats. While often considered spicy, it also includes milder, comforting options like khichdi. This versatility allows Indian FMCG brands to develop products suited to a wide range of global palates.
The country’s own market acts as a testing ground. With food habits changing every 100 kilometers, a product that succeeds domestically shows strong promise internationally. Add to this the global push for veganism and sustainable diets, and Indian cuisine, with its strong vegetarian foundation, is well-positioned to lead. According to Meticulous Market Research, the global plant-based food market is expected to grow at a CAGR of 11.9% to reach US$ 74.2 billion by 2027.
Taking a food brand global requires more than just a great product. It involves adapting to what management scholar Pankaj Ghemawat calls the CAGE distance framework—Cultural, Administrative, Geographic, and Economic differences. –
– Cultural: Religious beliefs, taste preferences, and eating habits differ widely across regions. Indian brands must change ingredients, meal formats, and even packaging language to suit local cultural expectations.
– Administrative: Entering global markets means complying with country-specific import rules, labeling norms, and food safety laws. Any misstep can delay entry or lead to rejection, making regulatory readiness crucial for Indian brands.
– Geographic: Longer distances add complexity to logistics, especially for perishables. Food brands must ensure robust cold chains and timely deliveries to maintain quality, shelf life, and consumer trust.
– Economic: Eating preferences vary as per the income level and purchasing power of the consumers, as premium and health-focused products are majorly demanded in affluent markets, while affordability is key in price-sensitive regions. Aligning pricing with local buying power is vital for global success.
Brands like Wow! Momo has navigated international markets by tailoring its offerings to local tastes. “We customize spice levels based on regional preferences and adapt packaging to include local languages,” shared Shruti Mittal, Head of Marketing, referring to markets like the Middle East and Singapore.
Similarly, The Healthy Binge is making Indian superfoods more accessible by rebranding them for global audiences. “We rebrand the packaging to ensure people understand Indian foods like millets,” said Co-founder Karan Korke. For instance, renaming “Jowar Chips” as “Sorghum Puffs” helps tap into global familiarity with ancient grains and wellness-focused choices.
Even portion sizes are being adapted to match local eating habits. Biryani Blues, for example, offers its Hyderabadi biryani in compact bowl-sized servings tailored to busy professionals in London.
As Indian brands adapt to international taste preferences and packaging norms, they are also exploring diverse routes to reach global consumers effectively. From private labelling and e-commerce to retail partnerships and cloud kitchens, these strategic approaches are helping Indian F&B players scale quickly and sustainably across markets.
Private Labelling One of the key routes Indian food brands are using to expand globally is through private labelling. In this model, Indian manufacturers produce goods that are sold under the brand names of international retailers or distributors. This approach allows companies abroad to offer high-quality, customised Indian food products—such as sauces, snacks, or ready-to-eat meals—without investing in production facilities themselves. For Indian exporters, private labelling offers faster market access, lower overhead costs, and the ability to scale globally by leveraging existing manufacturing expertise, all while meeting strict international quality and safety standards.
E-commerceD2C has emerged as a powerful route for Indian food brands to expand globally, offering direct access to international consumers without the need for extensive distribution networks. Platforms like Amazon’s Global Selling have enabled brands to reach markets such as the US, UK, and Australia with minimal upfront investment.
For instance, Mumbai-based brand Spice Story, known for its modern takes on Indian chutneys, recently launched its products in the U.S. via Amazon and now derives nearly 30% of its sales through e-commerce, while actively targeting expansion in other global markets.
Similarly, Haldiram’s has used Amazon to offer its snacks and ready-to-eat meals to the U.S. market, which now accounts for 40% of its export revenue. These cases underscore how digital platforms are enabling Indian food brands to bypass traditional retail barriers and build a strong global footprint.
Retail PresenceIt remains a critical pillar in the global expansion strategy of Indian food brands, allowing them to build visibility and trust among international consumers. Brands like Haldiram’s have established a strong footprint in over 60 countries, with their products available on the shelves of mainstream retail giants such as Tesco, Carrefour, Spinneys, and Summerfield.
By securing space in both ethnic and high-footfall supermarkets, Indian brands can move beyond diaspora-centric demand and tap into broader global audiences. This strategy not only enhances accessibility but also reinforces credibility, as placement alongside established global brands signals quality and consistency. Tailoring product formats, packaging, and pricing to meet local shopper expectations further strengthens their presence and long-term relevance in international markets.
Cloud KitchensGiven the high cost of launching dine-in restaurants abroad, many new Indian F&B brands are choosing a smarter route—cloud kitchens. These delivery-only models enable quick market entry with lower investments and allow brands to adapt offerings based on real-time consumer feedback. Zomato-backed Biryani By Kilo is leveraging this model to expand across the UAE, while Rebel Foods is using customer data to refine menus, drop underperforming items, and launch hyper-localised brands catering to regional taste preferences.
Tapping into Diaspora NostalgiaAnother effective strategy involves connecting with the Indian diaspora’s longing for familiar flavours. Paperboat, for instance, has transformed childhood favourites like Aam Panna and Jaljeera into global packaged beverages, helping expats relive nostalgic tastes while introducing new consumers to India’s culinary heritage. These emotionally resonant products serve as cultural bridges, reinforcing brand loyalty while appealing to international curiosity.
As Indian cuisine gains global traction, the key lies in balancing innovation with authenticity. “Everyone wants something global yet rooted in India,” said Sagar Merchant, CEO of Kaatil, Indian hot sauce brand. “It’s no longer just about butter chicken and naan—global audiences are now discovering the richness of chaats, Kerala dishes, and diverse North Indian flavours.”
Catering to global dietary needs, such as halal, gluten-free, or antibiotic-free, offers further growth opportunities. Brands like Saffron Road (though not Indian) have successfully popularised Indian-inspired flavours in the US with clean-label, health-compliant meals that align with Western preferences.
As the world embraces diverse culinary experiences, Indian food is finding its rightful place at the global table—not just through flavour, but through foresight. Whether via cloud kitchens in Dubai, millet chips on Amazon, or neatly stacked ready-to-eat meals in European supermarkets, Indian brands are proving that authenticity and agility can go hand in hand.
By blending tradition with modern business models and embracing new formats, Indian F&B players are not just exporting food—they’re exporting culture, identity, and a rich culinary legacy ready to be reimagined for the world.
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