It is my firm belief that extraordinary success, in start-ups and in life, happens through epiphanies or light-bulb moments. The dictionary definition of epiphany is

“a moment of sudden and great revelation or realization”

An epiphany happens when you realize something that the world does not know or agree with, yet. This is the holy grail of extraordinary success. …


In the 10 years of our journey, the question that I have been asked the most number of times is “are you a tech company or a food company?” My answer has always remained the same “we are as much a tech company as we are a food company”. But, over time, as we are scaling across India and now increasingly on a global stage, I think we are morphing into a “Technology company solving the biggest problems across food missions for the customer”. Let me explain.

If you love the exercise of starting from the customer and working backwards…


About 18 months back we had started our “Launcher Program”, whereby we offered our operating system (kitchens, technology, distribution channels and supply chain) to food entrepreneurs to scale their brands. We also promised funding for scale up once there is significant evidence of product market fit and +ve unit economics.

I am very glad and proud to share the journey of SLAY Coffee. With the vision to build India’s Best Coffee brand and solving for the on-demand & on-the-go coffee, SLAY’s journey is both exciting and inspiring. Started with one pilot location in Bengaluru a year back, the brand has…


It’s a long note ( mostly because I can’t stop once I start — about 500 people in our company can vouch for that), but it’s a must-read if you are interested in working at Rebel Foods. This note outlines who we are and who we are looking for to join our ranks.

Over the years we wrote similar notes to get leaders on board. People who joined us as a result of those, today run this company. All our functions — food, ops, tech, marketing — are now run by the people who came on board subsequent to notes…


Launchpad for Entrepreneurs with Delightful Food Brands

Running Rebel Foods for 7+ years has taught us many lessons — from small realizations to big / company transforming epiphanies. Collectively, the lessons made us realize Food is unlike any other consumer good. In this note, I will describe a couple of “Lightbulb” insights that got us sit up and think twice and build our business in a particular way.

The Lightbulbs

At any point in time in your life, you are either a customer for luxury / high end products / services or for value / economy products — in most cases, that is. Think about business class or economy…


At long last, we decided the time is ripe to replace “Faasos” as the name of our company. “Faasos” will remain as the brand for our “wraps and meals” restaurant and we will continue to put massive focus behind growing the brand.

At this time, however, we felt the company needed a name that would signify what we were doing as a team instead of being restricted to the name of one of our many brands. So, as of last week and after much deliberation, we changed our company name to “Rebel Foods”.

This new moniker truly captures the company’s…


I strongly believe “food”- specifically the business of running restaurants — is the last frontier for consumer internet. If you look at most valuable consumer-facing businesses — travel, hospitality, retail, home entertainment, taxi/commute, they are all internet companies. In the last two decades, Amazon, Uber, AirBnB, Priceline and Netflix have overturned old behemoths such as Walmart, Hertz, Hilton, Amex, Blockbuster and the likes to become world’s most valuable companies. In spite of all the puritans, who would never buy a tuxedo on the internet, things have irreversibly changed.

However, there is one consumer-facing industry where the internet has made minimal…


Well, one may ask why a“Food” company is looking for a “Chief of Process Innovation and Industrial Design”. But then, at Rebel Foods(commonly known as Faasos), we kept on doing stuff that has not been done in the business of food ever. For a more in depth understanding of what all paradigm shifts we engineered and where we are going, do check the below link (rather long, but gives you a perspective of what we are up to and makes the rest of this post intelligible):

Now, if you look closely at our business, the heart of it is the…


It’s a long note ( mostly because I can’t stop once I start — about 500 people in our company can vouch for that), but its a must-read if you are interested in working at Rebel Foods(the parent company of Faasos). This note outlines who we are and who we are looking for to join our ranks.

I wrote a similar note back in 2011, followed by a few more over the years. Here it is for ready reference http://brownianmusings.blogspot.in/2011/11/entrepreneurs-wanted.html .

In some sense, the above note is important, as it gives you a perspective on how things went for…


One of my favorite maxims is the one preached by Ray Dalio, the legendary investor. Here is how it goes (roughly ):

Source: Ray Dalio’s Principles

What it basically means is, the only way to gain extraordinarily (with some probability greater than zero) is to follow paths untrodden, paths that everyone rejected and no one agrees with. None of us have any idea whether a decision will turn out to be right or wrong — it’s usually hindsight. But we can easily see, before taking a decision, whether what we are doing has been done before or not, whether people agree with it or…

Jaydeep Barman

Co-founder/CEO, REBEL Foods, World’s Largest Internet Restaurants Company.

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