Sandoz has launched Pamma Biryani, a delivery-first brand positioned as India’s first Punjabi biryani brand, in the Delhi NCR market. The concept combines the dum-cooking method used for biryani with ingredients and cooking techniques associated with Punjabi cuisine.
The brand has started operations as a cloud kitchen, allowing it to focus on recipe development, kitchen processes and consistency before exploring dine-in formats. Pamma Biryani is available through leading food delivery platforms across Delhi NCR.
Its biryani preparation starts with overnight marinades and bhuna masalas, followed by slow dum cooking in sealed handis. Mustard oil, black cardamom, dried plums and white butter are among the ingredients used to give the preparations a Punjabi profile. The menu includes both vegetarian and non-vegetarian biryanis.
Orders are served with raita, pyaaz, chutney and Gulab Jamun, making the offering a complete meal rather than a standalone biryani portion. The brand is built around the stated philosophy of “Seva Before Sales”, which focuses on preparation and service as part of the overall food proposition.
Gurmeet Singh Ahluwalia, Founder, Pamma Biryani, said, "At Pamma, we commit entirely to two things at once: the craft of biryani and the soul of a Punjabi kitchen. We see absolutely no contradiction in that. The dum is real. The technique is honoured. But the personality in the pot, the audacity of the masala, the sheer quantity of ghee, that is ours and no one else's. Not because Punjab never cooked biryani. Of course it did. It just never planted a flag. Never said, this is ours, this has a name, this deserves to be known. Today, Pamma Biryani is India's first Punjabi biryani brand, and we're proud to finally give that legacy the name and identity it deserves."
The launch reflects an effort to create a distinct regional positioning within the established biryani category. Pamma Biryani plans to build its initial customer base through its delivery model, with the company indicating that dine-in formats could follow as the brand develops.
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