NYUCT Design Labs, India’s first Venture Design and Experience Innovation Collective, has revealed Edible Ventures™, a specialized development cell designed to help food and restaurant brands grow through integrated design and operational strategies. This initiative marks a significant step in the evolution of India’s food and hospitality industries, offering a thorough solution to build, launch, and scale culinary ventures.

Integrated Approach to Food Venture Development

Edible Ventures™ operates as a strategic growth partner for hospitality chains, founders, chef-entrepreneurs, and institutions. The initiative brings together a multidisciplinary team of researchers, food scientists, product developers, menu engineers, architects, spatial designers, and branding experts. This collaboration ensures that food ventures are developed as cohesive systems rather than fragmented components, preserving cultural depth, operational clarity, and branding rigor.

According to Manojeet Bhujabal, Co-Founder and Managing Partner at NYUCT Design Labs, the initiative is built on the principle that food ventures should not be driven by instinct but by intentional, well-designed strategies. ‘It’s about system design, and how original concepts & ideas can translate into high quality experiences and brands that drive growth and use our unique culinary heritage,’ Bhujabal said.

Edible Ventures™ is currently working with a variety of clients, including luxury hospitality chains, food entrepreneurs, and distillers. It is also engaged with several state governments to help them build capabilities in culinary tourism, revive lost cuisines, and conceptualize unique visitor experiences around food, community, and culture.

Focus Areas and Strategic Partnerships

Edible Ventures™ focuses on four key areas: collaborating with large hospitality chains and real estate businesses to create new restaurant brands, enabling food entrepreneurs and chef-entrepreneurs to build, brand, and scale their ventures with professional expertise, helping brands with market positioning and development, and assisting state governments and tourism departments in developing culinary heritage and visitor experiences.

Dr. Samir Mulaokar, Patron Chef, Operations Lead, and Partner at Edible Ventures™, emphasized the importance of continuity in the food and hospitality industry. ‘A well-designed food venture doesn’t just launch. It builds an ecosystem of desire, authenticity, consistency, and repeatability. 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,’ Mulaokar said.

Edible Ventures™ is a specialized extension of NYUCT Design Labs’ Venture Design and Innovation practice, bringing the firm’s multidisciplinary, maker-led approach into the food and hospitality domain. NYUCT Design Labs has previously worked on ventures that intersected food, culture, experience design, and brand development, such as Outpost 12 in Kanha and Himmaleh Spirits.

Market Trends and Growth Potential

The Indian food services market is projected to grow from $66 billion to between $110 and $125 billion by 2030, according to a report by Kearney titled ‘How India Eats.’ The online food delivery market in India was estimated at $43.78 billion in 2024 and is projected to reach $91.88 billion by 2029, with a compound annual growth rate (CAGR) of 15.98% from 2024 to 2029.

This rapid growth is driven by rising disposable incomes, a growing demand for premium dining experiences, and a resurgence of interest in heritage cuisines. The addressable customer base is expected to grow from 34 crores to 43 crores, reflecting a significant opportunity for new ventures in the sector.

Urban residents and food lovers are increasingly seeking immersive and unique dining experiences, with a growing number of cloud kitchens and delivery platforms like Zomato contributing to the sector’s expansion. In 2022-2023, Zomato made 640 million deliveries across 800 cities, highlighting the scale of the delivery ecosystem in India.

Shifaali Sinha, Partner and Hospitality Lead at Edible Ventures™, noted the importance of building future-ready food businesses. ‘We partner with founders and institutions building future-ready food businesses, shaping premium brands that are commercially strong, strategically positioned, and designed for long-term relevance,’ Sinha said.

The launch of Edible Ventures™ is timely, given the current landscape of food and dining experiences in India. As both residents and travelers seek new culinary adventures, the initiative provides a strategic platform for founders and hospitality businesses to innovate and scale their ventures effectively.

Businesses or founders interested in partnering with Edible Ventures™ can reach out through the official website at https://www.edibleventures.co/contact.html. For media inquiries, contact [email protected].