Pune, Maharashtra | July 15, 2025 – In an era where India’s Quick Service Restaurant (QSR) market is flooded with imitation menus and homogenized tastes, one brand is rapidly carving a niche by doing the opposite—delivering authentic, deeply rooted North Indian cuisine with a fresh perspective. Papa Biji aur Makhani (PBM), the flagship QSR venture from Trijya Foods and Beverages LLP, is on a mission to open 100 outlets across India over the next 24 months.

PBM currently operates successful outlets in Nashik, Nagpur, Ahilyanagar (Pune), Thane, Dombivli, and Mumbai (Prabhadevi), with 20 more outlets in advanced stages of launch across 15 cities including Kolhapur, Shirdi, Shegaon, and select metro and tier-2 cities in Maharashtra, Karnataka, and Goa.

With food that combines nostalgia, heritage, and innovation, PBM has quickly become a name to reckon with among food lovers who crave genuine flavour over fast-food pretenders. At its heart, PBM celebrates the culinary essence of North India—carefully preserving traditional recipes while adapting them for modern diners.

“PBM was never meant to be just another QSR,” says Raj Hesi, Co-founder and Director at Trijya Foods and Beverages LLP. “We are reimagining Indian food the way it’s meant to be—delicious, clean, made with the finest ingredients, and delivered with pride. Our commitment is not just to business but to building a brand people trust with their meals, their families, and their memories.”

Every outlet serves a thoughtfully curated menu, blending traditional North Indian favourites with regional delights and youth-friendly fusions. From rich and comforting Dal Bukhara to modern, handheld chaats and wraps, the offerings strike a perfect balance between flavour, tradition, and excitement. Each recipe is curated by chefs and culinary experts with in-depth knowledge of regional cuisines, ensuring that what’s served on the plate is both authentic and delightful.

Co-founder and culinary strategist Shilpa Parandekar adds, “At PBM, quality is not an option—it’s a foundation. We go the extra mile to source ingredients from the most trusted regional suppliers and maintain stringent hygiene protocols and SOPs at every outlet. Our kitchens are built for consistency, and our staff trained not just in operations but in hospitality values.”

The company’s expansion is supported by its hospitality arm, TCG Hospitality, which manages everything from location planning and kitchen design to staff training and marketing rollouts.

This robust backend ensures that every PBM outlet, regardless of geography, delivers the same signature taste and customer experience.

PBM’s growth model is powered by two scalable formats—PBM QSR and PBM Chaat Express. While PBM QSR caters to full-day dining with breakfast, lunch, snacks, and dinner options, Chaat Express is a compact and vibrant setup designed for high-footfall zones, offering 30+ chaat variations, fusion dishes, and quick bites. Both models are supported by centralized supply chains, integrated POS systems, and data-driven inventory controls.

With franchise interest growing steadily, the company is offering these models under a Franchise-Owned, Company-Operated (FOCO) format, ensuring consistent quality and stress-free operations for franchise partners. The QSR format is tailored for spaces above 600 sq. ft., while the Chaat Express model is ideal for smaller setups in malls, campuses, and commercial streets.

PBM’s growing presence has already stirred positive response in every market it has entered. In Nashik, the outlet has become a hotspot for families and foodies; in Nagpur, it is drawing repeated footfalls from office-goers and college youth alike. In Mumbai’s Prabhadevi, the compact outlet regularly sees queues on weekends and a steady stream of loyal customers.

Online reviews across all outlets consistently praise the quality, hygiene, and most importantly, the food that “tastes like home, but feels new every time.”

The brand is also banking on its strong digital-first marketing strategies, local engagement campaigns, and food influencer partnerships to drive footfall and buzz across new markets. By leveraging content-driven campaigns, food festivals, and hyperlocal targeting, PBM aims to not only build customer retention but also contribute to mall and high street footfall wherever it launches.

Over the next two years, PBM aims to expand across Maharashtra, Karnataka, and Goa, before venturing into the national and international market. Conversations are already underway with mall developers and real estate partners across tier-2 and tier-3 towns, where the demand for clean, tasty, and trustworthy Indian food is higher than ever.

With a clear vision and tested execution model, PBM is positioned to become one of India’s most beloved Indian food QSR brands. At a time when the market is saturated with multi-cuisine confusion and poor-quality shortcuts, PBM is proving that being rooted in authenticity is not just refreshing—but revolutionary.