Discovering the blend of passion, financial planning, and consumer connection with Biraja Prasad Rao of Biggies Burger and Ruchyeta Bhatia of Love & Cheesecake.
India is a nation of food lovers united by their
passion for diverse and vibrant culinary traditions that span every region,
celebrating flavors from the mountains to the coasts and beyond. The country's
food startup industry is transforming remarkably, fueled by evolving consumer
tastes, the widespread adoption of digital platforms, and the rapid rise of
direct-to-consumer (D2C) models. Post-pandemic, the sector has become a hotbed of
innovation, with D2C food and nutrition brands establishing niches in
health-centric snacks, gourmet creations, and regional specialities. With the
market poised to reach a staggering $61.3 billion by FY27 (as reported by
1Lattice and Sorin Investments), the industry is thriving on its ability to
deliver convenience, quality, and tailored experiences, showcasing unparalleled
potential for disruption in India's food ecosystem.
To spotlight the stories behind India’s
leading D2C brands, HDFC Life’s KlarifyLife brings you The Risk & Riches, a
podcast series exploring the crossroads of entrepreneurship and financial
planning. In the second episode, Vishal Subharwal, CMO & Group Head -
Strategy at HDFC Life, engages in a candid conversation with Biraja
Prasad Rao, Founder of Biggies Burger, and Ruchyeta Bhatia, Founder of
Love & Cheesecake. Together, they share their inspiring journeys,
uncover key financial strategies, and discuss the art of winning over the
evolving Indian consumer.
Biraja, tell us about your journey. How did an
IT engineer from Orissa become the founder of Biggies Burger?
Biraja (Biggies Burger): I never imagined myself as an entrepreneur.
Coming from Orissa, the concept of QSR (Quick Service Restaurant) was alien to
me—McDonald's had only just arrived two years before I started Biggies.
As a kid, I dreamt of becoming a doctor, but I
quickly realised that patience wasn’t my strength. Engineering was the next
logical step, and I pursued it without much clarity. It was during my time at
Infosys in Bangalore that I had my first real burger.
That experience sparked something in me.
"When I tasted that thick, grilled patty and the caramelised onions, I
thought, ‘This is how burgers are meant to be—simple, bold, and authentic.’"
Over time, I developed my unique taste for burgers and created something from
scratch.
Watch the Episode here: https://youtu.be/sV-BkO1b5Ec?si=to5IxYBdJCsnS73V
Ruchyeta,
what about your journey? What inspired you to start Love Cheesecake?
Ruchyeta (Love & Cheesecake): I always knew I wanted to do something
beyond a 9-to-5 job. After completing my economics degree, I worked in market
research and advertising. But within months, I realised I was a misfit.
At 21, I told my parents I wanted to open a
pub. They thought I was crazy, but they supported me financially with a small
amount. I started a corporate training company with paintball as its core
module and saved every rupee I earned. Eventually, I transitioned into F&B,
recognising the untapped potential of desserts, specifically cheesecakes.
"Cheesecake wasn’t just a dessert for
me; it was an experience waiting to be shared. I wanted to introduce India to
flavours and textures it hadn’t experienced before."
How did you
navigate challenges and scale your businesses?
Biraja (Biggies Burger): When I started, ignorance was my biggest asset.
I had no MBA or business knowledge, so I wasn’t burdened by the “rules.”
I focused on the product and my passion.
"My mantra was simple: 'First, make
the burger; the business will follow.' If I liked the grilled burger, I knew
others would too. That conviction helped me push through the early struggles."
We adopted a franchise model to scale quickly,
though it took years to ensure quality and standard operating procedures.
Ruchyeta (Love & Cheesecake): COVID-19 was a turning
point. With customers unable to visit our stores, we converted our delivery
vans into food trucks and brought our products to residential complexes. "Entrepreneurship
is about pivoting—when you can’t bring customers to your brand, you take your
brand to them." Post-pandemic, we scaled aggressively, opening 17
outlets in a short span. It was a mix of opportunity and resilience.
Should
aspiring entrepreneurs gain work experience first or dive in young?
Biraja (Biggies Burger): Not having prior business experience worked in
my favour. It kept me flexible and open to learning. But having a backup plan,
like my IT job, gave me the confidence to take risks.
"When you don’t know the depth of the
ocean, you dive in without fear. Ignorance, in a way, can be liberating."
Ruchyeta (Love & Cheesecake): Starting young has its
advantages. You’re less risk-averse, and your instincts are sharper. If I had
stayed in corporate jobs longer, I might have gotten too comfortable to take
the leap.
"Entrepreneurship demands a blank slate.
The younger you start, the less baggage you carry, and the freer you are to
create."
How do you
manage personal finance alongside business investments?
Biraja (Biggies Burger): For years, every rupee I earned went back into
the business. Now, with stability, I invest in equities and insurance while
keeping a minimalist lifestyle.
"Investing in yourself is the best
investment—you grow, and so does your business."
Ruchyeta (Love & Cheesecake): I prioritise my team over
personal gains. My philosophy is simple: "If my team feels secure, my
business thrives." Beyond that, I reinvest in the business because
it’s my passion.
What is the toughest truth about
entrepreneurship?
Biraja (Biggies Burger): "It’s often a
lonely journey—Ekla chalo re."
Ruchyeta (Love & Cheesecake): "The first
thousand days are gruelling. You’re the janitor, the accountant, and the CEO
all at once."
What’s your
vision for the future?
Biraja (Biggies Burger): To make Biggie’s Burger a global brand. "This
isn’t just a business—it’s a legacy I’m building."
Ruchyeta (Love & Cheesecake): To keep growing Love
Cheesecake and exploring new horizons in desserts. "For me, what’s next
is always about what’s now—staying focused and true to the present moment."
The Indian food industry stands at the cusp of
a revolution fueled by innovation, changing consumer dynamics, and the
unrelenting spirit of entrepreneurs. From creating health-conscious offerings
to redefining traditional favourites, the sector has shown immense potential to
cater to diverse palates while addressing the demands of convenience, quality,
and authenticity.
HDFC
Life’s KlarifyLife initiative emphasises this balance by making financial
literacy accessible for individuals and businesses alike. Backed by HDFC Life's
trusted legacy, KlarifyLife is here to demystify the world of term insurance,
offering tools, personalised recommendations, and free 1-on-1 expert advice to
help you make informed decisions without the pressure to buy. Through its
podcast series The Risk & Riches and other resources, KlarifyLife
empowers audiences to break down complex jargon, navigate endless options, and secure
their financial future confidently while pursuing their dreams.
Stay
tuned to KlarifyLife’s social channels to dive into the stories, insights, and
advice to find your inspiration and take charge of your financial future.
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