With an  experience spanning over two decades across sectors such as QSR, FMCG, beauty, fashion and automotive, with a focus on P&L management, brand building and digital-led growth, Arvind served as Chief Business Officer (South) at McDonald’s India, previous to Lenexis Foodworks, where he played a key role in driving business growth and strengthening brand strategy. Over the course of his career, he has led large-scale initiatives spanning brand building, category innovation, full-funnel digital transformation, and developing high-performance teams.

Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks said, “We are delighted to welcome Arvind to Lenexis Foodworks at a pivotal stage in our journey. As we scale our brands and strengthen our presence across India, his deep experience in building consumer businesses, driving P&L growth, and creating digital-first organisations will be invaluable. Arvind’s leadership will help us sharpen execution, strengthen our operating backbone, and accelerate our ambition of building category-leading QSR brands.”

Arvind R P, Chief Executive Officer, Lenexis Foodworks expressed, “Lenexis Foodworks has built a strong foundation with a portfolio of distinctive brands, and embodies the ambition of a new-age Indian food services platform. I am excited to join the team at this pivotal stage, and help accelerate growth. The opportunity to build a future-ready QSR platform and drive category leadership across brands is truly compelling.”

As the company intensifies its expansion across Geographies, targeting 500 stores by 2028 and deepens category leadership in Desi Chinese, bowl-format dining, and the fast-growing momo segment, Arvind will lead the company’s next phase of accelerated growth — scaling its portfolio brands, strengthening operational excellence, and building a future-ready organisation.

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Spanning multiple genres, moods, and regional languages, Wok FM transforms the in-store experience into an immersive, culturally resonant space. With Wok FM now playing across 250+ high-street stores nationwide, Chinese Wok is building one of the largest youth-facing in-store soundscapes in the Indian QSR sector. From cricket anthems and festive tracks to quirky brand-led numbers and regional songs in Kannada, Tamil, Telugu, Gujarati, Bengali, Punjabi, and Marathi, the music reflects Chinese Wok’s youthful, playful personality while creating a distinctive and recognizable sonic identity, shaped by the brand’s deep cultural insights and creative curation. 

Conceived as a long-term brand platform and scalable owned media asset, all Wok FM tracks are fully original in melody and lyrics. With this, Wok FM becomes a brand-owned media channel that is independent of campaigns or platforms, giving Chinese Wok a direct, always-on cultural voice with young consumers, while placing the brand among a small set of QSR and retail players globally to build a proprietary, multi-language music ecosystem at scale.

Taking the experience beyond physical stores, Chinese Wok has officially launched Wok FM playlists on Spotify, YouTube Music, Amazon Music, and more, allowing fans to tune in anytime, anywhere. This opens a new digital engagement channel, deepening brand recall by integrating music into consumers’ everyday lives and evolving with fan input and live collaborations. Going forward, new music will drop every season, campaign, and festival, making sound as integral to the brand as menu innovation. 

Speaking on the launch, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “As a brand built for young India, we believe food today is as much about experience as it is about taste. Wok FM allows us to own a cultural space that goes beyond the plate, creating a strong emotional connection with our audience. This is not a one-time idea, but a long-term platform that will evolve with our brand, our campaigns, and our consumers.”

Sharing the marketing vision behind the initiative, Vikas Iyer, Marketing Head, Lenexis Foodworks, added, “Music is the language of Gen Z, and Wok FM is our way of speaking it authentically. By creating original, brand-owned music across genres and languages—powered by human insight and AI efficiency, we are building a powerful sonic identity that lives in our stores and travels into the digital world. It’s a new form of brand storytelling, where Chinese Wok isn’t just seen or tasted, but heard and remembered.”

Future phases of Wok FM will invite fans, creators and communities to co-create and collaborate, turning it into a living cultural platform rather than a static playlist.

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The transaction will be executed inter-alia through Lenexis Foodworks Private Limited, Inspira Global’s food and beverage arm that has over a decade of experience in the Quick Service Restaurants (QSR) space, owning and operating 250+ Chinese Wok restaurants across 45+ cities in India. In addition to
acquiring the entire 11.26% shareholding of QSR Asia Pte. Ltd. for ~Rs. 460 crore, Inspira Global proposes to infuse ~Rs. 900 crore through a preferential allotment of equity shares and ~Rs. 600 crore through the preferential allotment of warrants. These transactions will trigger an open offer to public shareholders of RBA. The proposed transaction is subject to the fulfilment of customary conditions precedent, including the receipt of applicable shareholders’ and regulatory approvals, including from the Competition Commission of India, and will be in accordance with the SEBI Takeover Regulations.

Speaking about this development, Rajeev Varman, Whole-time Director and Group Chief Executive Officer, Restaurant Brands Asia, remarked, “We are excited to welcome Aayush Agrawal and Inspira Global as our new promoter. With their strong track record of value creation in India, long-term capital support, and strategic alignment, we believe this will enable us to continue our strong growth journey. RBA will continue to operate with its existing leadership team, operational structure, and brand identity fully intact as we remain firmly focused on executing our growth plans.”

Commenting on the development, Aayush Madhusudan Agrawal, Inspira Global, said, “We have significant admiration for the work done by the RBA team in building the business so far. We see this acquisition as a long-term value creation initiative through focused, sustainable growth and realizing the true potential offered by the market. We will continue to build and grow this business, in

line with the vision of RBA, and are excited to work together with the existing management team. The investment strengthens Inspira Global’s focus on consumer businesses and deepens our presence in the high-growth QSR segment, aligned with our emphasis on brand stewardship, operational excellence, and disciplined capital deployment.”

Rafael Odorizzi, President Asia-Pacific, Restaurant Brands International, the owner of the Burger King and Popeyes brands, added, “We are pleased with Inspira Global’s commitment to making a significant investment in RBA and look forward to working with them as long-term partners. Building on the solid operational foundation established by the existing management team, we believe this partnership can take the business to new heights.”

Reflecting on the journey of building Burger King in India since its inception, Sameer Sain, Co-Founder & Group CEO, Everstone Group, said, “We opened India’s first Burger King 12 years ago with a distinctive menu, an exceptional management team, and the ambition to build a marquee QSR brand. Today, with over 575 outlets, those foundations remain firmly in place, and the business is well positioned for its next phase of growth. As Everstone’s journey concludes, we pass the baton to an exceptional new promoter, who is demonstrating deep commitment to the business and a clear, long-term vision.”

The transaction was advised by Bathiya Advisors and Motilal Oswal Investment Advisors Limited is manager to the open offer.

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With this launch, Bokaro becomes Chinese Wok’s 13th store in the East region and its third outlet in Jharkhand, underlining the state’s growing importance in the brand’s expansion strategy. Encouraging consumer response in Jharkhand has reinforced the region’s potential, prompting Lenexis Foodworks to continue building strong regional clusters beyond metros.

East India remains a key strategic focus for the brand, following its recent entry into Odisha with a store in Bhubaneswar. As consumption patterns evolve in Tier-II markets, with higher exposure to national brands and rapid adoption of delivery platforms, Chinese Wok is uniquely placed to lead the shift from unorganised eateries to organised QSR formats.

Speaking about the launch, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “Bokaro is an important Tier-II market for us as we continue to expand beyond metros and deepen our presence in East India. The response we’ve seen across Jharkhand has been very encouraging, and Bokaro Mall provides the right platform to reach a new set of consumers. Our focus remains on democratising Desi Chinese by offering great taste, strong value and consistent quality—making Chinese Wok a go-to choice for everyday dining.”

The Bokaro outlet is designed to attract a wide consumer base with sharp price points, generous portions, and a diverse menu, reinforcing the brand’s aim to make Desi Chinese an everyday indulgence for Bokaro’s consumers. Expected crowd favourites include value-led combos, the Superbowl starting at ₹99 as an accessible entry point, popular dishes such as Chowmein and Kurkure Momos, and Manchurian available in six distinct sauces, further strengthening Chinese Wok’s leadership in the Desi Chinese category.

 The brand’s ongoing national campaign, ‘Chinese bole toh Chinese Wok’, has played a key role in strengthening top-of-mind recall and positioning Chinese Wok as the leader in India’s fast-growing Desi Chinese category. The campaign has resonated strongly across markets, supporting the brand’s rapid expansion in both metro and non-metro cities.

The Bokaro outlet will be operational for dine-in, takeaway and delivery, serving students, families, office-goers and mall visitors, and bringing Chinese Wok’s bold Desi Chinese flavours to the city for the first time.

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The initiative spanned Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Kolkata, Chennai, Lucknow, and more, bringing the joy of freshly prepared Desi Chinese meals to children in underserved communities. Each drive became a celebration of smiles, laughter, and togetherness, with branded merchandise adding to the excitement of the day and leaving behind memories of joy and connection.

Hundreds of Chinese Wok employees across restaurants, regional offices, and the corporate team participated in the initiative cooking, distributing, and spending meaningful moments with the children making it a true people-driven celebration.

Aayush Madhusudan Agrawal, Director, Lenexis Foodworks, said, “Completing 10 years is a proud milestone for all of us at Chinese Wok. We wanted to celebrate not just within our restaurants, but by bringing joy to children and communities that inspire us every day. This initiative reflects our long-term belief that food can be a force for good, and we will continue to build on this commitment as we grow.” 

The initiative reflects Lenexis Foodworks’ larger vision of making food a force for good. With brands including Chinese Wok, Big Bowl, and The Momo Co., the group continues to expand its presence across India while reinforcing its commitment to sharing joy, and making a lasting impact in the communities it serves.

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At the consumer level, the reforms are unambiguous: eating, cooking and grooming just got cheaper. From parathas to shampoo, from butter to biscuits, households will feel immediate relief in their monthly baskets. Analysts expect that if brands pass on the full benefits, discretionary demand could surge in the run-up to Navratri and Diwali, creating one of the strongest quarters for FMCG in recent years.

Key GST Reforms for FMCG & F&B

• Staples now tax-free (0%): chapatis, rotis, parathas, packaged paneer, UHT milk, khakhra, pizza bread.
• Personal care at 5% GST: hair oil, shampoo, toothpaste, shaving creams, toiletries.
• Dairy at 5% GST: butter, ghee, cheese, spreads.
• Processed foods & snacks at 5% GST: namkeens, biscuits, sugar confectionery, jam, fruit jellies, tender coconut water, beverages containing milk, ice-cream.
• Baby and household products at 5% GST: diapers, napkins, feeding bottles, utensils.
• Inflation impact: consumer inflation may soften by up to 1.1 percentage points, creating headroom for stronger consumption.

With the recent GST overhaul setting the tone for tax reforms, it’s a pivotal moment to assess its implications for the FMCG and F&B sector. Below are insights and perspectives from industry experts, highlighting their views on how the revised rates will influence consumption patterns, pricing strategies, and overall market sentiment. From expectations of stronger rural demand to sharper competitive play among large and emerging brands, these outlooks capture the sector’s anticipation of how the policy rollout will translate into on-ground impact.

Bhuvaneswari Nara, Vice Chairperson & Managing Director, Heritage Foods

“The GST recalibration for India’s dairy industry is very welcome and timely. Moving everyday staples like paneer to the 0% slab, and ghee, butter, and cheese from 12% to 5%, will have a broad impact, as these categories touch nearly 100% of Indian households.

Not only do these essentials lighten the monthly grocery bill, but the reforms also help high-quality, branded products compete effectively with unorganized and unregulated producers. This shift strengthens formal supply chains, builds consumer trust, and supports more nutritious diets. Dairy products such as paneer, butter, and ghee are staples in every Indian kitchen, yet rising prices have forced many families to switch to cheaper substitutes that lack similar nutritional value.

In light of this, we at Heritage Foods are happy to announce that we shall be passing on the full benefits of these reforms to our consumers, helping boost the festive mood in our markets. We are also working with our partners and distributors to manage the transition smoothly and will be looking to ramp up capacity to capture the expected market expansion. We are also working closely with our distributors and retail partners to manage the transition smoothly and effectively.”

Paresh Parekh, Partner & National Leader for Tax – Consumer Products and Retail Sector, EY India

“GST reforms and rate rationalisation for consumer and retail sector, including everyday household daily items, FMCG goods,  electronics etc. is an extremely needed, welcome, timely, and bold move from Government.
 
The tax cuts are expected to directly lower consumer prices, offering significant relief to households, especially in rural and semi-urban areas where FMCG spending is sensitive.   For smaller product packs, companies may offer more quantity instead of reduced prices, passing value to consumers in a different form. The reform is widely expected to revive consumption demand, especially during the festive season, as daily-use goods become more affordable. Businesses estimate observable impact across domestic and rural markets, unlocking growth in packaged food, personal care, and staples.
 
Additionally, administrative measures such as faster three-day GST registrations for non-risky businesses and a 7-day refund window for export-oriented sectors — including textiles — are expected to significantly ease compliance and cash flow issues.
 
Faster refund processing, especially for exporters, will alleviate liquidity constraints common in the textile supply chain, helping in smoother operations and timely production. Garments and footwear priced up to Rs. 2,500 have been moved to the 5% slab, down from previous 12% or 28% rates—an immediate boost to affordability. While budget items enjoy relief, the decision to impose 18% GST on garments above Rs. 2,500 has drawn some concern. Industry players argue this could hurt middle-class consumers and handcrafted apparel segments like wedding attire and winter wear, potentially undermining the gains from simplification.

FMCG Distributors will have to evaluate potential supply-chain disruptions and may expect the government to issue clear guidelines on pricing and input tax credit (ITC) during the transition. Without structured guidance, benefits may not uniformly reach retailers or consumers, and outdated stock at previous tax rates may complicate compliance and margin flows.
 
The next steps for businesses is to quickly analyse,  where and on which products precisely rate reduction/revision has happened, and whether and where they are sitting with huge ITC (input credits) on capital goods, etc.
 
Also, businesses should analyse where possibly “Incentives clawback” may reduce where there is a rate reduction and incentives are linked to GST rates.”

Jitin Makkar, Senior Vice President & Group Head, Corporate Sector Ratings, ICRA Limited

“The GST rate cut on key FMCG categories is expected to stimulate consumption, at a time when demand impulses, particularly in urban markets, have lost sheen. Lower shelf prices on everyday essentials such as packaged foods, personal care items, and household products will likely drive volume growth and improve consumer sentiment. For companies, this could translate into higher throughput and better inventory turnover, especially ahead of the festive season. If demand accelerates, it will also benefit allied sectors such as packaging, distribution, and retail networks. While companies will need to manage competitive pricing and margin dynamics, the real benefit lies in expanding market penetration and accelerating demand recovery.”

Retailers Association of India (RAI)

Positive Developments 

RAI appreciates the removal of the inverted duty structure across the textile value chain, which brings much-needed clarity, balance, and predictability to the industry. 

Key Concerns Raised by RAI 

Despite the positive changes, RAI has highlighted some concerns regarding specific  categories and structural issues: 

Structural Flaws in Price-Based GST Slabs 

RAI strongly recommends moving to a flat GST rate across product categories rather  than relying on price-based thresholds, which: 

• Create distortions and promote grey market activity 

• Lead to misreporting and compliance challenges 

• Harm organised retail, especially for mid- and premium-priced products

• Discourage domestic manufacturing, undermining Make in India 

• Create artificial barriers that force consumers to downgrade instead of expanding natural demand.

Harsh Vardhan Gupta, Co-Founder & CEO – India, MatchLog Solutions

“The GST relief on freight and carriage services is a decisive boost for the logistics sector. Bringing down the tax rates will ease operating costs for transporters, exporters, and fleet operators, making cargo movement more efficient across the country. It also creates the right environment for faster adoption of digital and technology-led models that can optimize turnaround times and reduce inefficiencies in the supply chain. At MatchLog, we believe this move will act as a strong catalyst in scaling smarter, greener, and more sustainable logistics solutions, aligning well with India’s broader push towards supply chain modernization and decarbonization.”

Deepak Jolly, Chairperson, The Indian Food & Beverage Association (IFBA)

“This move is set to be a great boom for the food sector, driving growth, affordability, and innovation. It will also create new opportunities for startups, simplifying compliance and giving young F&B entrepreneurs the confidence to scale their ideas. At the same time, this reform will benefit the wider food industry as well as healthcare, by making nutritious, safe, and convenient products more affordable and accessible to millions of Indian families.”

IFBA and its team have been working on the barriers of growth for the food industry and have represented the case for food product categories on the strength of ‘Research Based’ narratives to assert with several stakeholders across the country who were a part of either “The GST Fitment Committee” or ‘The GST Council’ for GST Rationalisation for the F&B industry. Building on insights from IFBA’s February 2024 Landscape Study of the Breakfast Cereals Sector, which underscored affordability and accessibility challenges, the Association sees this move as a direct response to long-standing calls for lower taxes on cereals, supporting wider access, formalisation, and responsible growth of India’s packaged foods ecosystem.”

Simranjeet Singh, Director, CYK Hospitalities

“The GST rationalisation represents an uplifting change for any startup or emerging brand in the F&B industry, as it promises an easier working life. Up until now, the multiplicity of tax slabs has posed serious troubles for the young entrepreneurs to construct a transparent price structure, to remain in compliance, and to contend with such buying customers who are cost-conscious. Two slabs with 5% for essentials and 18% for anything else enhance the clarity of choice when operating a new venture and deciding on product mix and expansion strategy. Greater transparency reduces compliance costs and gives confidence to investors in scalable F&B models. The product on a lower slab is beneficial for startups, as cheaper products create demand for QSR concepts, cloud kitchens, and packaged foods, whereas premium concepts purchase on the higher slab. Thus, by way of creativity, the reform empowers the ecosystem through ingenuity, credibility, and promising avenues of growth for entrenched players as well as burgeoning entrepreneurs.”

Abhay Parnerkar, CEO, Godrej Foods Ltd.

“The decision to reduce GST on products like frozen foods, meats, and to exempt Indian breads altogether, is a progressive move that strengthens both consumer confidence and industry momentum. Lower taxation will translate into greater affordability, increased consumption, and broader opportunities for the food sector to expand reach and invest in new product development. Importantly, these measures will also reinforce value creation across the farm-to-fork ecosystem by boosting farmer incomes, improving processing efficiency, and widening retail access. Together, they highlight the government’s commitment to building a resilient and future-ready food economy for India.”

Vikram Marwaha, Joint Managing Director, DRRK Foods

“The recent reduction in GST on essentials such as soaps, oils for hair etc (from 12-18% to 5%) is a welcome relief for households that are able to afford some daily items and as this measure promotes savings particularly in the rural and semi-urban areas. With the festive season just around, this action could trigger consumer sentiment moving more readily to an uptick in FMCG demand.

At DRRK Foods, we see this as an opportunity to have essentials, including basmati rice, more in the hands of consumers, while being committed to quality and trust in the organised retail. Our best estimate is that consumers can expect an effective price decline for these essential goods of circa 7-13% which is considerable in terms of household savings.”

Dushyant Singh, Founder, Coffee Sutra

“As someone closely involved in India’s coffee journey, I thank our Finance Minister, Nirmala Sitharaman, and view GST 2.0 as a real turning point for our industry. Bringing GST on coffee and food bills down to 5% is not just a fiscal reform but also a structural boost that addresses some of the biggest hurdles specialty roasters and cafés like Coffee Sutra face. Coffee, which once began as a lifestyle product, has steadily transformed into a household essential. From morning brews at home to café culture across cities, the love for coffee has grown tremendously. By reducing the GST, more people will now have the opportunity to explore and enjoy better quality coffee at a fairer price. Today’s customer is informed, aware, and values what goes into their cup. With this tax reform, introducing them to freshly roasted, farm-sourced, and well-crafted coffee becomes even easier. It empowers both consumers and businesses, as consumers get value, and coffee brands gain the chance to reach a wider audience. GST 2.0 is a welcome step that combines affordability, accessibility, and growth, providing the momentum India’s coffee industry needs right now.”

Meenakshi Kumarr, Founder, Roots Café by Rural Mitra

“The two-slab shift through the new GST reform of 5% and 18% seems like a positive step towards simplicity as well as transparency. As someone working in the food, café, and hospitality space, I see this reform as a welcome step towards simplification and transparency. It will reduce confusion for both businesses and consumers, especially small entrepreneurs like us who often struggle with compliance and price balancing. This consistency will assist small business owners in creating menus, determining reasonable meal costs, along with increasing focus on providing consumers with an improved experience.

However, the government must keep in mind regarding the small business owners to ensure that the essential categories, especially those that are centered on sustainable and farm-to-table initiatives, are not severely impacted.

This strategy will ensure that the new changes foster innovation in addition to enhancing operations, promoting ethical sourcing, and assisting business owners who are working to significantly transform India’s food and hospitality sector.”

Ajaypal Rathore, Chief Finance Officer, Burger Singh

“The revision in GST rates is a welcome step for India Inc. This move is expected to boost demand, help curb inflation, reduce the tax burden across the supply chain, and should significantly lower disputes related to applicable tax rates. At this stage, limited information is available in the public domain, so it would be premature to quantify the financial impact of the GST rate revisions on businesses. However, it is widely expected that products in the Food and Beverages category will become more affordable and accessible.”

Vikrant Batra, Co-Founder, Café Delhi Heights

“As a committed member of the restaurant industry and founder of a homegrown brand, I sincerely appreciate the recent GST reforms introduced by the Government of India. These measures are undoubtedly a step in the right direction and reflect the government’s intent to ease financial pressure on households. They promote affordability and are aligned with broader public interest.

However, from the perspective of the restaurant sector, the reforms offer only limited relief. While we welcome the rationalization of rates, the absence of provisions around Input Tax Credit continues to be a missed opportunity. For restaurants, especially in the standalone and mid tier space, the denial of ITC impacts margins and restricts the ability to reinvest in operations, innovation, and growth.

That said, we remain encouraged by the government’s ongoing engagement with the industry. We hope that future reforms will take into consideration the specific needs of the F&B sector and create a more enabling ecosystem for sustainable development.”

Deepak Sahni, Serial Entrepreneur & Investor, Founder, Healthians

“This GST overhaul is not only about slashing taxes but is also about shifting the game. The exemption on health insurance and reduced GST on fitness services signal a much-needed shift from reactive care to preventive health, something India has long needed. What stands out is the balance: while families get relief on critical healthcare and nutrition, harmful products remain untouched. This not only reduces the financial strain on households but also nudges the country toward healthier living. It opens up a stronger ecosystem where affordability, innovation, and accessibility can grow hand in hand. When prevention becomes affordable, we’re helping families steer clear of illness, not just react to it.”

Mandeep Singh, Managing Director, Arabian Delites

“The recent GST reforms on restaurant billing and essential ingredients are a welcome and progressive step for the food and beverage industry. By simplifying taxation and easing the cost burden on raw materials such as grains, oils, and fresh produce, the reforms give F&B players like us the flexibility to manage expenses more efficiently and plan better for the long term. Reduced input costs directly translate into greater freedom for businesses to source fresher, higher-quality ingredients, while keeping menus fairly priced and diverse. This balance allows us to serve customers better without compromising on taste, nutrition, or authenticity that Arabian Delites is known for.

Equally important is the move toward a more transparent billing system. When diners clearly see the value of what they are paying for, it fosters stronger trust and confidence between industry players and consumers. The clarity in pricing not only benefits customers but also strengthens the credibility of businesses operating in an increasingly competitive market.

Overall, these reforms set the stage for a healthier ecosystem where both restaurants and diners benefit. Businesses can focus on innovation, quality, and service, while customers enjoy authentic, high-quality dining experiences at fair prices. It is a step that supports growth, sustainability, and accessibility across the industry.”

Anant Goel, Founder & CEO, Handpickd

“We warmly welcome the government’s decision, which will significantly enhance consumer affordability and benefit our entire ecosystem. While fresh produce rightfully remains at nil GST, the rate cuts on dairy and processed foods are a monumental win for the entire value chain. This not only makes wholesome products more affordable for families but also directly boosts the income of farmer producer organizations. For Handpickd, this is a catalyst to strengthen our mission: connecting our customers to the best of what our farmers produce with unparalleled transparency and value.” 

Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks

“The GST reforms mark a landmark shift for the food services sector. With restaurant meals now taxed at a flat 5%, dining out becomes more accessible for consumers at a time when festive demand is set to rise. The rationalisation of rates across core inputs like food ingredients, packaging, and equipment will ease operating costs and improve business confidence. For Lenexis FoodWorks, these changes provide a strong platform to deliver greater value to our customers and scale more ambitiously in the months ahead.”

Chef Harsh, Founder, Boom Burger

“The new GST reforms are somewhat of a hit or miss move for F&B brands like ours. By cutting down to just two main tax slabs, 5% and 18%, the government has simplified compliance and lowered costs across the supply chain. While we, the producer, fall into the 5% category, online delivery platforms have to adhere to the 18% slab.

At Boomburger, many of our everyday essentials now fall under the 5% bracket, which directly reduces input costs. That means we can channel savings into better quality ingredients, innovation, and keeping our pricing attractive for customers.

However, online platforms like Zomato and Swiggy have to charge 18% GST so that essentially offsets our potential gains. While our burgers may become cheaper to produce, higher platform fees will definitely deter customers from ordering in, given how price sensitive the Indian market is. It’s a balance we’ll have to navigate carefully.

For diners, one of the most exciting changes is the drop in GST on eating out. A burger meal that earlier had 12 – 18% GST will now carry just 5%, making dining more affordable and encouraging people to step back into restaurants again.

Overall, these reforms feel like a step in the right direction. By reducing complexity for operators like us and improving consumer value, it gives quick-service brands the chance to scale faster while staying competitive.”

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With this launch, Chinese Wok becomes the first QSR brand in India to offer Manchurian in six distinct sauces, transforming what has traditionally been a one-note dish into a canvas of flavourful possibilities. The new range includes: Classic Manchurian, Hunan, Kung Pao, Desi Chilli, Schezwan, and Black Pepper, each crafted to cater to India’s diverse palate, from sweet and spicy to fiery and peppery. This innovation makes Manchurian more dynamic, more exciting, and more aligned with how today’s consumers eat: based on mood, flavour preference, and discovery.

Commenting on the launch, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “With this launch, we wanted to reimagine a fan favourite and make Manchurian more fun, flavourful, and personal. Offering six distinct sauces is our way of giving customers more ways to enjoy what they already love with a fresh twist that keeps it exciting. This is exactly what Chinese Wok stands for: bold flavours, constant innovation, and a deep understanding of evolving consumer cravings. As Chinese Wok celebrates 10 Woktastic Years, this innovation reflects not just our growth, but our legacy of category-shaping product launches.”

The launch comes at a milestone moment for the brand, as Chinese Wok celebrates 10 Woktastic Year. From a single outlet in 2015 to now over 240 stores across 35+ cities, the brand has grown into a national powerhouse that continues to reshape India’s QSR landscape. The introduction of the Manchurian range in six distinctive sauces is a reflection of Chinese Wok’s deep consumer insight and its ability to consistently deliver bold, flavour-forward innovations that stay culturally relevant while pushing the category forward.

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In the last decade, the brand has consistently translated its deep consumer understanding into high-impact decisions be it menu innovation, store formats, or regional expansion. Having recently made a strong foray into East India with multiple stores in Kolkata, Chinese Wok continues to aggressively scale into Tier 2 and Tier 3 markets while strengthening its presence in metros. In 2024–25 alone, the brand has opened over 60 stores and is on track to hit 500 outlets by FY27.

Chinese Wok’s growth story mirrors a larger shift in India’s foodscape the growing demand for culturally familiar yet globally accessible formats. As a home-grown leader in the Desi Chinese category, the brand represents the new face of Indian QSR innovation.

“This milestone isn’t just about numbers, it’s about proving that a home-grown brand, built on cultural insight and quality obsession, can lead the way in India’s competitive QSR landscape and set benchmarks for Indian QSR brands globally. The next decade will be about redefining Desi Chinese for every corner of India and beyond,” said Aayush Madhusudan Agrawal, Founder and Director, Lenexis Foodworks. 

To mark the occasion, the company has launched a special 10-year anniversary emblem, symbolising its growth, bold spirit, and continued focus on redefining Desi Chinese for India’s evolving consumer. The new visual identity will be seen across stores, packaging, and digital platforms throughout the anniversary campaign.

To mark its 10-year milestone, Chinese Wok has launched a series of 10 high energy, consumer-driven activations from limited-edition offers and exclusive food films to social media contests and lively in-store celebrations all united under the bold and playful theme, “Celebrating 10 Woktastic Years”

With its COCO-led model driving consistency at scale, and a loyal, ever-expanding consumer base, Chinese Wok enters its second decade with a bold vision not only to lead the Desi Chinese category, but to redefine what a homegrown QSR can achieve in India and beyond, through format innovation, category leadership, and deeper consumer engagement.

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“We noticed a pattern customers were increasingly defaulting to à la carte orders, which often led to unplanned spends and slower decision-making. Our trials during Sunday and Wednesday offers proved that the right pricing and packaging could shift this behaviour significantly. The new menu is a direct response to those insights — designed to simplify choices, accelerate order time, and drive higher combo adoption. It’s about making indulgence easier, while strengthening dine-in efficiency and profitability. At its heart, this move is about making Desi Chinese dining more accessible, crave-worthy, and social,” said Aayush Madhusudan Agrawal, Founder and Director, Lenexis Foodworks.

Hero products such as the Kurkure Momos and Desi Chowmein now take centre stage, a nod to the brand’s ongoing innovation and willingness to scale what clicks. Complementing the strategic menu revamp are refreshed store interiors featuring bolder colour cues, striking new graphics, upgraded furniture and lighting, curated music, and even AR-led digital interactions — all designed to create a vibrant, social, and immersive dine-in atmosphere. Together, these changes are part of a larger push to strengthen the in-store experience and accelerate its growth to match the brand’s rapid online success.

The rollout comes at a pivotal moment in Chinese Wok’s 10-year journey. With over 235 stores and a COCO-led model ensuring consistent quality, the brand is charting an ambitious path to Rs. 1000 crore. This menu transformation, backed by insights and strong early response, is expected to be a key driver of that trajectory.

As a proudly homegrown QSR, Chinese Wok continues to set benchmarks for how Indian-style Chinese cuisine can scale with consistency, creativity, and consumer love at its core—cementing its place at the forefront of the next wave in Indian food retail.

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The #ChineseWokMVP initiative is designed to build a vibrant community of cricket-loving foodies by encouraging real-time interaction during the high-energy cricket season. The campaign has seen over 1,000 participants within weeks and has so far delivered a 25% spike in Instagram followers — making it one of the brand’s most engaging social initiatives yet. To join in, users simply need to follow Chinese Wok on Instagram, answer simple cricket match trivia and make predictions on game days, turning each match into a moment of connection and celebration.

Speaking on the campaign, Aayush Madhusudan Agrawal, Founder and Director, Lenexis Foodworks, said: “Cricket is more than just a sport in India, it’s a shared experience that brings people together. With #ChineseWokMVP, we wanted to channel that energy into a fun, rewarding format that aligns with our brand’s youthful personality. It’s been exciting to see our community grow and engage with us in real time, and we’re committed to building more such moments that go beyond the plate.”

This initiative is part of Chinese Wok’s larger cricket season celebration, designed to bring fans closer to the game through a multi-layered engagement strategy. From cricket-themed packaging and Rs. 99 Superrr Bowl combos to immersive AR-led in-store experiences and interactive digital contests, the brand has created a festive atmosphere that lives both online and offline. With strategic ad placements during league broadcasts and regional voiceovers, Chinese Wok is not just present during the cricket season, it’s actively elevating every match moment while deepening its connect with Gen Z and millennial audiences.

By blending real-time engagement with a format that resonates with cricket fans, Chinese Wok is not just joining the conversation around cricket season, it’s creating moments that fans can interact with and enjoy, both online and at mealtime.

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