Rebel Foods Acquires Majority Stake in Luxury Chocolate Brand SMOOR This is in line with Rebel Foods' focus on investing and acquiring promising brands to serve more food categories from its cloud kitchens

By S Shanthi

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Company Handout

Cloud kitchens comapny Rebel Foods today announced its investment in the luxury chocolate brand, SMOOR.
This is in line with Rebel Foods' recent announcement of investing $150 million over the coming years, as part of its focus on investing and acquiring promising brands to serve more food categories from its cloud kitchens.

With this investment, SMOOR aims to grow by 3x in the year 2022-23. The brand offers a premium range of products including chocolates, signature cakes, gift hampers, desserts, beverages, and much more. It is available across its lounge, cafes, kiosks, own digital platforms as well as online aggregator platforms.

SMOOR claims to have grown over 120 per cent since last year and is looking to achieve a scale of $100 million annual revenue by 2026, by expanding its presence in India and globally. SMOOR will continue to build its omnichannel distribution strategy by expanding its physical customer experience centers across Tier 1 cities in India and accelerating its online presence across digital platforms. The future expansion will also include strengthening its physical presence in 9 cities including Mumbai, Pune, Hyderabad, Chennai, Bangalore, New Delhi, Gurgaon, Noida, Faridabad and a fast-growing omnichannel presence.

Speaking of the investment, Vimal Sharma, CEO, SMOOR, said, "The Indian chocolate market is growing at a breakneck pace, and we are proud to state the SMOOR is further spreading its wings in tandem with the industry. Having created & leading the couverture chocolate category in India, and introducing Indian dessert lovers to lavish indulgences with premium chocolates, cakes, macarons, and more, we are now thrilled to take the next step. With Rebel Foods' investment, we are set to make deeper inroads into the global market, introducing new and exciting confectionaries in multiple, accessible formats. We look forward to the growth that will unfold on the back of this development."

Adding to this, Raghav Joshi, co-founder, Rebel Foods said, "We are excited about adding SMOOR to our catalog of brands with its leadership in high-quality chocolates and desserts offerings. This investment gives us further confidence that we have been able to consistently choose outstanding brands. Being an early adopter of the Thrasio model in food in India, we have disrupted 500 years old industry of the traditional restaurant business, by building a full-stack technology-enabled platform - Rebel Operating System. Our focus will continue to be on bringing great quality brands to every neighborhood across food missions."

Rebel Foods' Thrasio-style portfolio, termed Rebel Launcher, aims to add 40 to 50 food categories in the coming year. Rebel also plans in the mid-to-long run to take all its Rebel Launcher brands globally across India, Indonesia, United Arab Emirates (Dubai, Abu Dhabi, Sharjah), the United Kingdom, Singapore, Malaysia, Thailand, Hong Kong, Philippines, and Bangladesh, with its 10-country footprint.

Founded in 2011 by Jaydeep Barman and Kallol Banerjee, Rebel Foods is home to brands such as Faasos, Behrouz Biryani, Ovenstory Pizza, Mandarin Oak, The Good Bowl, SLAY Coffee, Sweet Truth, Wendy's and more. Through the Rebel Launcher, powered by Rebel OS, the company has launched over 25 brands. Rebel Foods currently operates more than 45 brands across ten countries including India, Indonesia, United Arab Emirates (Dubai, Abu Dhabi, Sharjah), the United Kingdom, Singapore, Malaysia, Thailand, Hong Kong, Philippines, and Bangladesh.

S Shanthi

Senior Assistant Editor

Shanthi specializes in writing sector-specific trends, interviews and startup profiles. She has worked as a feature writer for over a decade in several print and digital media companies. 


Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Related Topics


International Security Firm Welcomes Female India Native to an Essential Leadership Position

Yasmin Brar has been appointed as the Operations Strategy Director, a role that underscores the company's commitment to innovation, expansion, and strategic management

News and Trends

Kaynes Semicon To Invest INR 4,000 Crore On OSAT/ATMP

The investment is expected to create around 1,000-plus jobs

Business News

I Tried 3 AI Headshot Generators and There Was a Clear Winner

Aragon AI, Momo, and FastShot AI all generate headshots using AI, but which one actually works for LinkedIn?

News and Trends

Hiring Trends In India: What The Job Market Looks Like

The job market in India can be great or not- depending on who you ask the question to.


3 Common Myths About Franchising That You Need to Stop Believing

Tackling three myths about franchising and making the argument for why companies should consider the franchising model to scale their businesses and why it can be an excellent opportunity for entrepreneurs to create economic and social value.

Thought Leaders

8 Reasons Why We Need Entrepreneurs Now More Than Ever

Entrepreneurship is the driving force behind the global economy's growth. Now more than ever, we need new entrepreneurs to spur innovation.