The Evolution of Burger Bae: From Delivery Disaster to ₹100 Cr Fashion Empire
Get your seatbelt on because this is one journey you won’t want to miss. Let me introduce you to Burger Bae, the Ludhiana-based fashion startup that converted a failed food delivery into a direct-to-consumer streetwear brand valued at a whopping ₹100 crores – Not to mention it is dropping jaws on stage of Shark Tank India.
Way back when, Rohan Kashyap was a nice simple guy from Ludhiana who was an avid burger fan and was a 9 to 5 guy working at a social media agency.
But things were about to get spicier for Rohan. One day, a post from his agency’s page featuring streetwear design, went “viral”. One post was all it took them to lift the gate of what would become an epic journey. Rohan decided to ride the buzz, and just like that Burger Bae was born. A streetwear brand with attitude, flavour, and cult-like following.
Today, Burger Bae sits at a valuation of more than ₹100 crores. Yep. Good timing, comfort hustle and community. That was the recipe.
Social Media: @BurgerBae | Shop: Burger Bae
Five years ago, Rohan and his team quit their day jobs and put their full effort into starting and growing a unique, edgy apparel brand.
Their premise: serve fashion like a gourmet burger, bold, juicy and hard to miss.
They launched:
Burger hoodies “as juicy as your buns”
T-shirts “as soft as the last fry in the bottom of the bag”
Everything was produced in limited batches to be sustainable and zero waste, and even better, their devotion to the planet was visible by:
More Than a Brand—It’s a Mood
Burger Bae was not just about fabric and fits, it’s about flavour, sass, and expression. Their streetwear is bold, unapologetic, and completely unmissable; much like the “red flag college girl” it was inspired by. You can think of their clothing as the Regina George of fashion—confident, edgey and a bit rebellious.
What’s even crazier? The factory smells like coffee and strawberries. Why? Some of the shirts come with scents, and the scent lasts for 25 washes. Sure you look hot, but do you smell hot? Iconic.
Meet Janvi Sikaria. In 2023, she was unhappy because her order from Burger Bae didn’t show up, and she sent way too many complaints in its DMs on Instagram. Instead of the generic “I am sorry for the inconvenience”, Rohan surprised her with “have a lifetime supply of stuff.” Fast forward to now? Janvi is one of the co-founders of Burger Bae—and Rohan’s partner IRL. From customer complaints to business partnership and #couplegoals?
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When Burger Bae entered the Shark Tank India Season 4 studio, the panel was perplexed: “Wait—this is a burger chain?” one of the Sharks quipped. But Rohan, his sister Ojasvee and co-founder Janvi, brought the heat—and flipped the script like a chef flips a beef patty.
The Pitch: Ask: ₹1 Cr for 2.5% equity (valuation of ₹40 Cr)
The Drama: Sharks grilled them (pun intended) “You’re going to need to work 70 hours a week to become Ludhiana’s Narayana Murthy!” laughed Aman Gupta.
The Final Deal: ₹2 Cr for 20% equity
Closed with Anupam Mittal, Kunal Bahl and Aman Gupta Rohan’s hustle and crazy bold vision of transforming Ludhiana into the next Bengaluru was enough to win the sharks over style.
But as with all great success stories, it wasn’t always a fairytale. In a rash and desperate move, Rohan sold 33% of Burger Bae for just ₹1 lakh to a shady investor. This nasty decision almost took the brand down the drain.
To save his vision and dream, he turned to the one person who believed in him regardless of the circumstances: his mother. Thank goodness for mothers. She lent him ₹2 crore so that he could buy back the equity and regain control of his vision. That’s not just hustle – that’s heart.
The Legacy of Burger Bae From Instagram virality to Shark Tank fame – Burger Bae is more than just a clothing label, it is a story of grit, authenticity and the fashion that tastes as good as it looks.
Rohan Kashyap and Janvi Sikaria have built a community-driven label that is flavorful, fearless and fresh.
So next time you slip into a Burger Bae tee, remember: you are not just wearing fabric; you are wearing a movement.
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Burger Bae did not just come out of the air. It is powered by one of the most powerful forces in the world of fashion today – community.
Viral Designs in 48 Hours? No Problem: Burger Bae is not using a fancy design team – they are literally taking trend-spotting to the next level. Their designs are crafted from the DMs of their Instagram community. Have you ever seen Hailey Bieber in a sick fit? Burger Bae will have a version available online in 48 hours, max. Fashion on demand, Gen Z fashion.
Community Is Everything: With 267k followers on Instagram and more than 250k loyal customers, the brand has converted its consumers into believers. So much so that fans used to hire professional make-up artists to help them get posted on the brand’s page. That is next-level status.
Streetwear Aligned with Pricing: The price point of Burger Bae is another win. Starting at ₹499, consumers can buy hoodies, co-ord sets, body hugging dresses, which also look better than other items in their wardrobes and last over 30 washes without losing colour. Affordable swag that is quality.
From Small Town to Powerhouse
The numbers say it all:
But for Rohan, it’s never only about selling outfits. It’s about creating a vibe: a space where people feel seen, bold, and unapologetically themselves.
Rohan’s ambitions are only getting larger, as is Burger Bae’s reach.
Your Dreams Are Waiting Rohan Kashyap’s story is a reminder that wild ideas can spark big revolutions. What started as one viral post, became a multi-crore enterprise. And all it took was:
Five years ago, they ditched their 9 to 5 jobs to ensure a fresh fashion fire started to spark. So, the real question is:
What’s stopping you from pursuing your own dream?
Nope! Don’t let that juicy name deceive you, Burger Bae is actually a direct-to-consumer streetwear brand offering bold designs and viral fits, and not fries and burgers.
Burger Bae was established by Rohan Kashyap, a Ludhiana-based social media guy who transformed a viral post into established a ₹100 Cr fashion brand with the help of co-founders Ojasvee Kashyap and Janvi Sikaria.
This ultimately began when one of Rohan’s streetwear design posts went viral. With such overwhelming engagement, Burger Bae came to the forefront. Now, the brand is loved by lakhs.
Burger Bae has scent-infused T-shirts, uses eco-friendly fabrics with vegan content, and micro-batch production. This is fashion with sass and sustainability.
Yes! The coffee and strawberry-infused fragrances in their T-shirts is skin safe and tested and lasts up to 25 washes.
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This post was last modified on April 28, 2025
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