Badshah’s Badboy Pizza Debuts in Andheri, Targets ₹150 Crore in 3 Years

Critically acclaimed rapper, singer, and entrepreneur Badshah has entered India’s fast-growing quick service restaurant (QSR) market with the launch of his Badboy Pizza. The brand opened its first boutique outlet in Andheri, Mumbai, with bold plans to become a national player.

Over the next three years, Badboy Pizza aims to scale to 50 outlets across India’s top metros and achieve an annual recurring revenue (ARR) of ₹150 crore. The brand promises an elevated yet affordable pizza experience, deeply rooted in Indian culture yet globally inspired. Let’s take a closer look at how Badboy Pizza plans to disrupt the QSR space in India.

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Badshah & Ghost Kitchens India

Badboy Pizza is launched in strategic partnership with Ghost Kitchens India, one of the country’s largest cloud kitchen-led food companies. Founded by Karan Tanna, Ghost Kitchens is known for running successful delivery-first brands like Starboy Pizza, New York Waffles, and Speak Burgers by chef Vicky Ratnani.

The collaboration combines Badshah’s cultural influence and creativity with Ghost Kitchens’ proven expertise in scaling QSR brands efficiently. Together, they aim to create a pizza brand that appeals to India’s young and aspirational audience while maintaining high standards of quality and operations.

Pizza That Slaps: Viral Campaign Grabs Attention

Ahead of its official launch, Badboy Pizza sparked massive online buzz with a creative and bold viral marketing campaign. The campaign featured Badshah himself in a humorous scene where he is slapped by a pizza during a heated argument — a clever nod to the brand’s tagline, “Pizza That Slaps.” This unique and entertaining concept resonated strongly with audiences, particularly Gen Z, who value wit, relatability, and originality in branding.

By using humor and self-awareness, the campaign managed to stand out in a crowded digital space and positioned the brand as edgy and culturally relevant. The video quickly gained traction, generating more than 8 million views across social media platforms. This strategic move not only entertained but also created a sense of excitement and curiosity about the brand. As a result, Badboy Pizza built significant anticipation and recognition even before opening its first outlet in Andheri, Mumbai.

Ambitious Growth Plans

Currently operating a single boutique outlet in Mumbai, Badboy Pizza plans to expand aggressively. The brand’s roadmap includes opening 50 outlets in India’s top five metro cities over the next three years.

By leveraging a hybrid model of dine-in outlets and cloud kitchens, the brand aims to offer both convenience and experience. The target ARR of ₹150 crore signals serious intent to compete with established pizza chains while staying true to its mass-premium positioning.

Know more: How Cloud Kitchens are Disrupting the Indian Restaurant Industry

Why Badboy Pizza Stands Out in India’s Booming QSR Market

India’s QSR sector is growing at an impressive pace. Industry reports project the market to grow from USD 85.19 billion in 2025 to USD 139.75 billion by 2030, at a CAGR of over 10%.

Within this space, the pizza segment alone is expected to more than double — from USD 5.3 billion in 2024 to USD 11.8 billion by 2033. Young consumers, especially Gen Z and Gen Alpha, are seeking brands that feel authentic, culturally relevant, and different from traditional global chains. Badboy Pizza taps into this shift by offering an aspirational yet relatable brand, blending global trends with desi flavors and a strong brand story.

Global Flavors with Indian Soul

The heart of Badboy Pizza lies in its menu. Badshah wanted to create pizzas that reflect his travels around the world while staying connected to Indian tastes. Every pizza is made with premium Italian flour and undergoes a 48-hour cold fermentation process. This gives the crust a perfect texture — crispy outside and soft inside.

The menu features bold and creative flavors, combining influences from Italy, America, Argentina, Korea, Mexico, the Middle East, and India. Some of the standout pizzas include:

• Smoky BBQ (American)
• Meh-Hee-Koh (Mexican)
• Dynamite Schezwan (Indo-Chinese)
• Korean Spice (Korean)
• Chicken Shawarma (Middle Eastern)
• Truffle Cacio-E-Pepe (Italian)
• Chimmichuri Messidona (Argentinian)
• Burmese Khow Suey (Burmese)
• Pushpa Pizza (movie-inspired)

For Indian flavors, the menu offers options like Tandoori Tikka, Aloo Dumdaaar, and Chicken Keemalal, celebrating regional tastes. Vegetarian diners have plenty of choices too, such as Cheesy 6, Onion Soubisé, Burrata Hot Honey, Smoked Maple Burrata, and more.

Beyond Pizza

Badboy Pizza offers much more than just pizza. The brand has built an elaborate menu of accompaniments and desserts to enhance the dining experience.

On the sides, you’ll find innovative dishes like:

• Garlic bread stuffed with butter chicken or cheese butter masala
• Loaded fries and onion rings
• Spaghetti baked in a garlic bread bowl, available in creamy white, pesto, and arrabiata

The dessert section is particularly inventive, offering treats you won’t find at regular pizza chains:

• Fried Oreo with dark chocolate sea salt dip
• Amsterdam Apple Pie
• Black Forest 2025
• Sesame Cheesecake
• Quirky softie sundaes like Panipuri, Guava, and Banaras Paan

Each of these adds a fun and memorable touch to the meal.

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Jugnu and the Badboy Attitude

Badboy Pizza stands out not just for its food but also for its unique packaging. The boxes are designed to look bold, fun, and special—something people might even want to keep as a memory. They feature the Badboy logo in big, strong letters, using bright colors like purple and lime that give a cool, city vibe. A playful character named Jugnu, the brand’s mascot, appears all over the box, adding charm and personality to the design. Jugnu is shown winking and dancing in different spots, making the box feel lively and fun.

The design also mixes Indian and international styles beautifully. You can spot some Devanagari script blended with modern street art patterns, which makes the box feel both global and rooted in India. This thoughtful packaging does more than just hold the pizza — it adds to the whole experience, making customers feel like they’re part of something creative and exciting.

More Than Music

Badboy Pizza is not Badshah’s first business venture. Over the years, he has built an impressive portfolio across industries. He owns a fashion label (Badfit), a nightlife venue (Dragonfly), and fine-dining restaurants like Sago, Sidera, and Seville. His media ventures include Pentertainment 0075, Aaho TV, Apra Films, and After Hours.

He has also invested in high-growth platforms such as Droom, Ultimate Kho Kho, and Crickpe. According to Badshah, Badboy Pizza is “an extension of my personality — rooted, bold, and real. This launch is special because I’ve always dreamt of having my own pizza chain.”

Serving Up

Badboy Pizza has entered the Indian QSR (quick service restaurant) market with big dreams and a clear plan. The brand mixes real global flavors with Indian touches, giving people a fresh and exciting choice compared to regular pizza chains. With its mix of dine-in outlets and cloud kitchens, an imaginative menu, unique branding, and strong support from Ghost Kitchens India, Badboy Pizza is ready to impress young customers who care about culture, quality, and creativity.

The brand is designed for India’s new generation—people who want more than just good food. They want an experience that feels modern, authentic, and connected to their identity. As Badshah and Ghost Kitchens India open more outlets across the country, Badboy Pizza aims to become more than just another pizza place. It wants to create a movement — one that celebrates great food, Indian culture, and the bold individuality of today’s youth.