Badshah now sells pizza with Ghost, enters Domino's turf with Badboy Pizza
Badshah
has forayed into India's fast-growing
quick service restaurant
(QSR) space with the launch of
Badboy Pizza
, a mass-premium pizza brand that eh company said blends Indian flavours with global styles. The launch is in partnership with
Ghost Kitchens India
, a cloud kitchen-led food and beverage company founded by Karan Tanna.
The brand debuted its flagship boutique outlet in Mumbai's Andheri, backed by a viral pre-launch campaign showing Badshah in a dramatic spat ending with a pizza slap—designed to push its tagline 'Pizza that slaps.'
Badboy Pizza aims to open 50 outlets across India's five largest metros in three years. With a hybrid model of dine-in and cloud kitchens, it is targeting an annual recurring revenue (ARR) of ₹150 crore. Each pizza experience is priced at an average of ₹400 per person. The brand promises to deliver what it describes as a consistent, elevated and authentic pizza experience that mirrors Badshah's personal identity — 'desi, chic and unapologetically authentic.'
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'Drawing upon diverse culinary experiences from my travels over the years, my vision was to forge a brand that embodies international quality while resonating deeply with homegrown appeal. Partnering with Karan Tanna and Ghost Kitchens ensures we're building not just a brand, but a truly world class and accessible culinary experience,' Badshah said.
Ghost Kitchens India, which handles over 1.2 lakh orders per month and operates 12 brands including Starboy Pizza and New York Waffles, raised $5 million in Series A funding this year from GVFL and NB Ventures. It has clocked 60% year-on-year growth and is using the capital to expand through acquisitions.
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'Badboy Pizza is poised to be the most exciting QSR launch of the decade. The brand reimagines what scalable QSRs of the future will look like. Badshah's ability to shape trends and influence youth culture gives this brand an unmatched edge. Together, we're building the future of QSR experiences in India,' Karan Tanna, CEO of Ghost Kitchens India, said.
India's QSR market is projected to grow from $85.19 billion in 2025 to $139.75 billion in 2030, a compound annual growth rate (CAGR) of 10.41%, driven by rapid urbanisation, rising disposable incomes, and shifting consumer preferences. Within that, the pizza segment is expected to expand from $5.3 billion in 2024 to $11.8 billion by 2033, growing at a CAGR of 9.24%.
India's pizza scene has evolved rapidly since 1996, when its first outlet opened in Delhi. Today, it features major players like Domino's and Pizza Hut, alongside local challengers like La Pino'z and standalone outlets. US brand Little Caesars has also announced plans to open dozens of outlets in India to tap into the country's growing appetite and economic momentum.
The Badboy Pizza menu features a 50-item spread. International flavours include Smoky BBQ (American), Meh-Hee-Koh (Mexican), Dynamite Schezwan (Indo-Chinese), Korean Spice, Chicken Shawarma, Hollywood Salmon (American), Truffle Cacio-E-Pepe (Italian), Chimichurri Messidona (Argentinian), and Burmese Khow Suey.
Indian-inspired flavours highlight local favourites like Tandoori Tikka and Aloo Dumdaaar from North India, and Chicken Keemalal from the West. For vegetarians, options range from Onion Soubisé and Burrata Hot Honey to Truffle Cacio-E-Pepe and Cheesy 6. One standout is the Pushpa Pizza — a bold, spicy creation themed around the blockbuster film.
Badshah, whose ventures already span fashion (Badfit), nightlife (Dragonfly), fine dining (Sago, Sidera, Sivelle), media (Pentertainment 0075, Aaho TV, Apra Films, After Hours), and investments in Droom, Ultimate Kho Kho, and Crickpe, is betting on Badboy Pizza to become a cornerstone of youth-driven food culture in India.
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