JFL launches second company-owned brand Ekdum

Jubilant FoodWorks, operator of Domino’s Pizza and Dunkin Donuts, has launched its second company-owned food services brand Ekdum!, marking its debut in the Indian cuisine space.

The brand, focused on biryanis, will also include localised cuisines such as kebabs, curries, breads and desserts, a statement issued by JFL said.

“We see strong potential in this segment and are confident that the brand will create a strong position for itself in the market,” JFL chairman Shyam S Bhartia Chairman said in the statement.


This is JFL’s second self-owned brand. The food services company, which operates 1,264 Domino’s Pizza restaurants and 26 Dunkin’ Donuts restaurants, had forayed in the Chinese cuisine segment with its first owned restaurant brand, Hong’s Kitchen early last year.

The overall size of the food service industry is pegged at around Rs 4.25 lakh crore, with the formal or organised sector accounting for Rs 1.75 lakh crore of this. The sector, which came to standstill with the nationwide lockdown called by the government to curb the spread of Covid-19, is staging gradual recoveries with curbs on timings and serving of alcohol being lifted.