RASA Group, a multi-sector conglomerate, is scaling its cloud kitchen business, Jee Bhar Ke (JBK), with an ambition to build a Rs 150–200 crore business over the next five years. The expansion will include up to 8 new cloud kitchens across North and Central India over the next 12–24 months, with planned expansion into Jaipur, Agra, Chandigarh, Lucknow, Kanpur, Meerut, Jammu, Indore, Bhopal, Dehradun and Mathura-Vrindavan. The growth plan is backed by a Rs 15 crore investment from RASA Group.
The fresh investment will be deployed towards expanding the brand’s kitchen network, strengthening operations, enhancing technology capabilities and deepening its presence across high-growth markets.
Jee Bhar Ke was created to bring India’s regional dishes to consumers while preserving the authenticity that makes them enduring favourites. The brand works with authentic recipes and culinary expertise to recreate regional flavours at scale through standardised kitchen operations. Currently operating across Delhi, Gurugram and Noida, Jee Bhar Ke fulfils approximately 10,000 orders every month, with 35-40% repeat customers, reflecting growing consumer preference for authentic regional comfort food and a strong affinity for the brand.
Rahul Agarwal, Founder & CEO, RASA Group, said, “Regional Indian cuisine has always enjoyed immense consumer love, but the opportunity to scale it in a consistent and organised manner is only beginning to unfold. Through Jee Bhar Ke, we are building a brand that celebrates India’s culinary heritage while leveraging technology and operational excellence to deliver authentic food experiences across cities. This investment marks an important milestone in our vision of making regional favourites accessible to consumers across the country.”
As one of RASA Group’s key consumer businesses, Jee Bhar Ke is expected to contribute 10-15% of the Group’s overall revenue over the coming years, reinforcing the Group’s long-term strategy of building and scaling high-growth consumer brands across India.
