The campaign garnered over eight million views across platforms, generating significant pre-launch buzz and establishing the brand’s irreverent, youth-oriented tone.
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Critically acclaimed rapper, singer-songwriter and entrepreneur Badshah is making a landmark foray into India’s rapidly growing quick service restaurant (QSR) space with the launch of his latest venture ,Badboy Pizza, a mass-premium pizza chain aimed at India’s young, discerning consumers. The brand is being launched in collaboration with Ghost Kitchens India, one of the country’s largest cloud kitchen-led F&B companies, founded by serial entrepreneur Karan Tanna.
Ahead of its official launch, the brand rolled out a viral campaign featuring Badshah in a humorous altercation where he gets slapped by a pizza ,a bold creative move that played off the brand’s cheeky tagline, “pizza that slaps.” The campaign garnered over eight million views across platforms, generating significant pre-launch buzz and establishing the brand’s irreverent, youth-oriented tone.
Currently operational through a flagship boutique outlet in Andheri, Mumbai, Badboy Pizza has ambitious plans to scale to 50 locations across India’s top five metros within three years. The venture is aiming for an annual recurring revenue (ARR) of ?150 crore, with a hybrid model combining dine-in outlets and cloud kitchens. Its proposition is centered on delivering a premium pizza experience anchored in cultural relevance, authenticity, and accessibility ,qualities that closely mirror Badshah’s public persona: bold, rooted, and unapologetically real. With a ?400 per-person price point, the brand positions itself alongside leading national pizza chains while offering an elevated, globally inspired 50-item menu that is both familiar and aspirational.
As Gen Z and Gen Alpha consumers increasingly gravitate toward culturally resonant, purpose-driven brands over legacy global chains, Badboy Pizza is strategically positioned to meet this demand. The brand aims to serve not just great food, but an identity and experience that reflects the evolving aspirations of young India.
Badshah, whose real name is Aditya Prateek Singh Sisodia, brings a proven entrepreneurial acumen to the table. His diverse portfolio includes the fashion label Badfit, nightlife venue Dragonfly, fine dining concepts such as Sago, Sidera, and Sivelle, as well as media ventures like Pentertainment 0075, Aaho TV, Apra Films, and After Hours. He has also invested in several high-growth ventures including Droom, Ultimate Kho Kho, and Crickpe. Speaking about the launch, Badshah said, “Badboy Pizza is an extension of my personality ,rooted, bold and real and this launch is special because I’ve always dreamt of having my own pizza chain. My vision was to create a brand that delivers international quality while remaining deeply connected to Indian culture. Partnering with Karan Tanna and Ghost Kitchens ensures we’re not just building a brand, but a truly world-class, accessible food experience.”
Ghost Kitchens India, a category leader in cloud-first food businesses, currently runs 12 delivery-first brands, including Starboy Pizza, New York Waffles, and Speak Burgers by Chef Vicky Ratnani. With over 1.2 lakh orders processed each month and 60% year-on-year growth, the company has built a reputation for operational excellence and tech-enabled scalability. In 2024, it raised $5 million in Series A funding from GVFL and NB Ventures to support its expansion and acquisition strategy.
Karan Tanna, CEO of Ghost Kitchens India, commented, “Badboy Pizza is poised to be the most exciting QSR launch of the decade. The brand reimagines what scalable QSRs of the future can look like. Badshah’s cultural influence gives the brand a unique edge, and together we’re building a new template for QSR experiences in India.”
India’s QSR market is on an upward trajectory, expected to grow from USD 85.19 billion in 2025 to USD 139.75 billion by 2030 at a CAGR of 10.41%. The pizza segment alone is forecast to nearly double, growing from USD 5.3 billion in 2024 to USD 11.8 billion by 2033 at a CAGR of 9.24%. In this booming landscape, Badboy Pizza enters with a sharp brand identity, a robust operational engine, and a clear cultural voice , positioning it strongly to become a major player in India’s premium QSR segment.