Nom Nom Express, the pan-Asian quick-service restaurant (QSR) brand under Aspect Hospitality, has entered a strategic partnership with filmmaker and television personality Farah Khan, alongside her widely followed home cook, Dilip, to strengthen brand engagement in India’s expanding foodservice sector.
Nom Nom Express operates a focused, value-driven menu of Asian staples across dine-in and delivery channels, targeting urban consumers seeking consistent quality and affordability. The brand has scaled aggressively, launching 50 outlets across key Indian markets within a year, positioning itself as a notable player in the pan-Asian QSR segment.
The collaboration with Farah Khan is designed as content-centric engagement rather than a traditional celebrity endorsement. Farah’s digital content, grounded in authenticity and relatable food narratives, aligns with Nom Nom Express’s strategy of resonating with everyday dining behaviours and driving organic brand recall.
Hitesh Keswani, MD, Aspect Hospitality, said, “Farah Khan’s food content is driven by honesty and familiarity – values that align closely with what Nom Nom Express stands for. This collaboration is less about celebrity and more about cultural fit, as we continue to build a brand that feels accessible, current, and rooted in everyday dining habits.”
The partnership reflects current QSR marketing trends that prioritise relatable content and influencer credibility over conventional advertisement spend, aiming to reduce customer acquisition costs and deepen engagement. Nom Nom Express’s continued expansion and selective partnerships signal confidence in its scalable model and market traction.
