Buckle up for the wild ride of Burger Bae—the Ludhiana-based startup that turned a delivery disaster into a ₹100 Cr fashion empire and stole the hearts of Shark Tank India’s biggest investors.
Here’s the juicy story you can’t miss:
A Ludhiana native, Rohan Kashyap was just an ordinary guy who loved burgers and worked in a social media agency.
However, fate had something more interesting in store for him. When he was handling his social media agency, one of his posts on streetwear designs went viral overnight.
This unexpected moment led Rohan down a different path, and eventually, he found himself creating Burger Bae a direct-to-consumer fashion brand that now stands at a valuation of over ₹100 crores.
This marks the magic of passionate pursuit, timely changes, and the dedication of a supportive community.
The Story
Five years ago, Rohan and his team decided to quit their day jobs and chase a dream of serving up a finger-licking, freshly grilled apparel line.
They specialize in crafting delicious artisan burger hoodies as “juicy as your buns” and “tees as soft as that last fry at the bottom of the bag,” as they describe it.
Every piece was made in small batches to ensure nothing ended up being wasted or forgotten in a landfill.
With 50% less water usage, eco-friendly dyes, and the finest, freshest vegan ingredients to make life spicy, their apparel wasn’t just good for you, it was good for the planet.
Sustainability never felt so delicious!
Rohan’s brand wasn’t just about selling clothes; it was about selling attitude. The designs of Burger Bae were the Regina George of clothing lines—bold, saucy, and impossible to ignore.
Each design embodied the spirit of the ‘red flag college girl,’ unapologetic and always the centre of attention.
Fun Fact: Burger Bae’s factory smells like coffee and strawberries! Their fragrance-infused T-shirts retain scent for 25 washes — because why look hot when you can smell hot too?
Burger Bae was not just selling fashion; they were selling an experience.
From Angry Customer to Co-Founder
Janvi Sikaria, a pissed-off customer, spammed Burger Bae’s Instagram in 2023 after her order never arrived.
Instead of a generic apology, founder Rohan Kashyap slid into her DMs with a lifetime free merch offer.
Fast-forward: Janvi fell for Rohan (literally!), joined as a co-founder, and today, they’re India’s ultimate #CoupleGoals building a fashion revolution together.
It goes to show that sometimes, resolving a customer complaint can lead to beautiful outcomes.
Shark Tank Drama: “We’ll Take 3 Sharks, Thank You!”
When Burger Bae pitched on Shark Tank India S4, the sharks were confused — “Is this a burger joint?” 😂
But Rohan, Ojasvee (his sister), and Janvi flipped the script:
- Ask: ₹1 Cr for 2.5% equity (₹40 Cr valuation).
- Reality Check: Sharks haggled hard. Aman Gupta joked, “Ludhiana ka Narayana Murthy banne ke liye 70 ghante kaam karo!”
- Deal Closed: ₹2 Cr for 20% equity from Anupam Mittal, Kunal Bahl, and Aman Gupta.
Rohan’s commitment to working 100-hour weeks to turn Ludhiana into the next Bengaluru showcases his unwavering determination.
But the journey wasn’t without its challenges.
Rohan once nearly bankrupted Burger Bae by selling 33% equity for ₹1 Lakh to a shady partner.
In a bid to save his dream, he borrowed ₹2 crore from his mother to buy back equity—talk about grit!
The Secret Sauce: Why GenZ is Obsessed
The community was instrumental in Burger Bae’s success.
- Viral Designs: No in-house designers! They crowdsource trends from Instagram DMs. Saw Hailey Bieber’s outfit? Burger Bae recreates it in 48 hours.
- Community Power: 2.67 Lakh Instagram followers + 2.5 Lakh customers. Customers even hire makeup artists to get featured on their feed — ultimate flex!
- Affordable Swag: Prices start at ₹499. Hoodies, co-ord sets, and dresses that survive 30 washes without fading.
Revenue soared from ₹15 lakh in 2019 to ₹11.8 crore in 2024, with projections of reaching ₹16 crore in 2025.
Rohan recognized that they weren’t merely selling clothes; they were fostering a sense of community and belonging.
What’s Next? From Ludhiana to the World!
Global Expansion: US/UK websites launching soon + quick commerce for instant gratification.
Offline Pop-Ups: Delhi-NCR stores are coming!
Bigger Goals: ₹100 Cr revenue by 2026 and fragrance-infused sarees?
Takeaway
Rohan’s story is one of the unexpected twists and relentless passion. As he continues his mission to transform Ludhiana into the next Bengaluru, Rohan’s journey reminds us that life’s unexpected twists can lead to extraordinary destinations.
Burger Bae is a shining example of what one can achieve when you merge passion, community, and sustainability into a single, irresistible package.
Five years ago, they quit their day jobs to pursue their vision-to serve up finger-licking, freshly grilled apparel lines. What’s keeping you from seeking yours?
👉 Follow Their Journey: @BurgerBae | Shop: Burger Bae
