'Top 3-5% is an India that will always grow; our biz built for it'

Avni & Ashni Biyani on why they pivoted in going premium despite having the DNA of mass retail, what their father Kishor Biyani's legacy means, and how it opens doors for them

- IVINDER GILL

Foodstories is a premium offering, as are all your other ventures. This is the other end of the spectrum from your father's business of mass retail, and where you learnt the ropes. What led to this pivot?

I think after COVID we realised that there is a new India being born. Pursuits are becoming far more meaningful for the top end of India. It's a digital-first consumer who is extremely curious. They are very attuned to everything that's happening across the world, be it products or brands. And price is one facet of consideration. We also understand that people want to associate with brands that are having a conversation rather than a monologue. And that was our attempt in building Foodstories. Of course, it's premium, but more importantly, it is far more experiential. It's premium because of the quality we sell, the effort we make to bring better quality, produce, products, brands, curating them from the best, finest producers, makers and growers from across the world.

We also are quite clear in this inning that there is one India that will always continue to grow, which is the top 3-5%. And this is a format built for them.

How does the Biyani name open doors for you in business - in terms of perception, investors, partners? How does the legacy affect you as entrepreneurs?