Sharief Bhai and Pasha Bhai Collaborate on Hip-Hop Anthem to Celebrate Culinary Milestone

Sharief Bhai, a renowned brand under Curefoods known for its award-winning biryani, has launched a hip hop song titled "Sharief Bhai aur Chaalis Store" in collaboration with Dakhni rapper Pasha Bhai. This initiative marks the opening of Sharief Bhai's 40th restaurant in India, particularly strengthening its presence in Tamil Nadu and Karnataka. The campaign aims to blend culinary artistry with musical talent, highlighting the spirit of the Dakhini subculture and Sharief Bhai's culinary journey.

The new hip-hop song celebrates the brand’s rapid growth and significant achievement, with the 40th restaurant opening in Madurai. It captures the essence of Dakhini culture and engages the vibrant Dakhini community while showcasing Sharief Bhai's rich culinary history. The song, along with its music video, is available on YouTube, enhancing the brand's reach and engagement.

Gokul Kandhi, Chief Business Officer at Curefoods, remarked, "The opening of our 40th restaurant is a testament to the love and support from our customers. The 'Sharief Bhai aur Chaalis Store' anthem embodies our commitment to celebrating the Dakhini subculture and the food. The hip-hop song is a representation of the Dakhni attitude as it stands today in its inimitable dialect and memorable humour. This milestone is just the beginning, and we look forward to many more successful endeavours ahead."

Pasha Bhai, the renowned Dakhini rapper said, "Working with Sharief Bhai on this project has been an incredible journey. The hip-hop banger we’ve created celebrates the brand’s achievements and pays homage to the rich cultural heritage of Dakhini food. It's an honour to be part of such a unique initiative, and I believe this campaign will resonate deeply with all the biriyani lovers."

In addition to the song, Sharief Bhai is partnering with popular Dakhini influencers and content creators to promote the distinct flavors and traditions of the Dakhni subculture. This strategy aims to offer an authentic and immersive experience for food enthusiasts.

Sharief Bhai, with a revenue of 150 crore, is targeting growth to 500 crore by 2026. The brand plans to open 100 stores by 2025, with a recent addition in Coimbatore, continuing its legacy as an authentic biryani brand.