Edible Ventures Launches to Engineer the Future of India's Food Industry

MUMBAI, India – March 19, 2026 – As India's gastronomic landscape sizzles with new energy, NYUCT Design Labs today announced the launch of Edible Ventures™, a pioneering initiative poised to redefine how culinary businesses are built. Described as a first-of-its-kind, full-stack design and development cell, the new venture aims to be a one-stop-shop for creating, launching, and scaling food brands, restaurant concepts, and premium dining experiences.

This move by NYUCT Design Labs, India's first Venture Design and Experience Innovation Collective, signals a significant shift in the food and hospitality sector. Edible Ventures™ proposes a turnkey solution that moves beyond traditional consulting, offering an integrated partnership for hospitality chains, chef-entrepreneurs, and food brands. The goal is to transform nascent ideas into profitable, desirable, and scalable businesses by treating venture creation as a holistic system rather than a series of fragmented tasks.

A New Recipe for Venture Building

For decades, launching a successful food venture has often been a fragmented process, relying on separate consultants for kitchen design, branding, menu engineering, and operations. Edible Ventures™ challenges this paradigm by assembling a multidisciplinary team under one roof, including food scientists, menu engineers, architects, business designers, and branding experts.

This integrated approach is what the firm calls "system design." The methodology ensures that every component—from sourcing and supply chains to spatial design, brand identity, and economic modeling—is developed in unison. The objective is to eliminate the critical gaps that often appear between a founder's original vision and the on-ground reality of execution and scale.

"The business of food isn't just about flavour or service," said Manojeet Bhujabal, Co-Founder and Managing Partner at NYUCT Design Labs, in a statement. "Edible Ventures is a unique, turnkey venture development cell to help food businesses and brands move from instinct-driven decisions to intentional, well-designed ventures and premium experiences. It's about system design, and how original concepts & ideas can translate into high quality experiences and brands that drive growth and leverage our unique culinary heritage."

This philosophy is echoed by the operational leadership. Dr. Samir Mulaokar, Patron Chef and Partner at Edible Ventures™, emphasized the importance of cohesion. "A well-designed food venture doesn't just launch. It builds an ecosystem of desire, authenticity, consistency, and repeatability," he stated. "What's often missing in the food and hospitality industry is continuity between idea, execution, and scale. Edible Ventures bridges that gap by integrating creative thinking with operational excellence and brand focus."

Tapping into a Booming Market

The launch of Edible Ventures™ is strategically timed to capitalize on the explosive growth of India's food industry. The nation's food services market, valued at over $78 billion in 2025, is projected to surge past $125 billion by 2030. This expansion is fueled by rising disposable incomes, urbanization, and a growing consumer appetite for novel and premium dining experiences.

The digital transformation of dining has further accelerated this trend. India's online food delivery market, estimated at over $43 billion in 2024, is on a trajectory to reach nearly $92 billion by 2029, growing at a compound annual rate of almost 16%. With an addressable customer base expected to grow from 34 crores to 43 crores, the market is ripe for innovation.

This rapid growth, however, also brings complexity. The surge in cloud kitchens, the demand for hyperlocal cuisines, and the rediscovery of heritage foods create a competitive landscape where a strong, well-executed concept is paramount for survival and success. Edible Ventures™ is positioning itself as the strategic partner capable of navigating this complexity, helping ventures stand out in a crowded market.

From Luxury Brands to Local Heritage

The scope of Edible Ventures™ is notably broad, spanning the entire spectrum of the culinary world. The firm is already engaged with luxury hospitality chains to create new restaurant brands and innovative dining experiences. This work leverages the expertise of leaders like Shifaali Sinha, a Partner and Hospitality Lead with experience from Taj, Marriott, and amã Stays & Trails, who focuses on building "commercially robust, strategically positioned, and designed for long-term relevance" brands.

NYUCT Design Labs' portfolio already demonstrates its capacity for creating unique, experience-led ventures. Projects like Outpost 12, a safari bio-lodge in Kanha, and brand development for Himmaleh Distillery showcase their ability to weave culture, environment, and experience into a compelling commercial offering.

Beyond the premium segment, Edible Ventures™ is making a significant push into cultural preservation and community empowerment. The venture is collaborating with several state governments to build capabilities in culinary tourism, revive lost and forgotten cuisines, and design unique visitor experiences centered on food. This work not only taps into a growing global travel trend but also has the potential to create sustainable local economies.

A prime example of this is a social agro-led brand currently being incubated in Ratnagiri, which involves a community of 1,000 women. This, along with micro-ventures like Dongaon Local Ghee, illustrates a commitment to unlocking entrepreneurship at the grassroots level, viewing India’s rich food heritage as a powerful engine for social and economic development.

By offering a single, integrated point of contact for everything from product research and concept mapping to operational design and brand scaling, Edible Ventures™ aims to become an indispensable partner for anyone serious about building an enduring legacy in the food and hospitality space. As the Indian consumer's palate becomes more adventurous and discerning, this full-stack approach to designing desire may well be the key ingredient for the next generation of culinary success stories.