In October 2021, Ashish Srivastava embarked on a journey to bring a culinary revolution to the streets of India with his brand, Momo’s Fever. His mission was clear: to offer gourmet-quality momos to cities like Varanasi and Prayagraj, where the street food scene was often unorganized. What started as a small venture with a single kitchen and two franchises has grown into a rapidly expanding business, making waves in the Indian food industry.
Tapping into a Booming Market
India’s momo market is a rapidly growing sector, valued at over ₹3 billion and expanding at an annual rate of 20-25%. However, a significant 97% of the market is dominated by unorganized vendors. This gap presented Ashish Srivastava with a huge opportunity to introduce an organized, professional approach to this traditional street food. He envisioned Momo’s Fever as a brand that could deliver high-quality, consistent, and hygienic momos. To achieve this vision, Ashish decided to adopt a franchise-driven business model, making it easier for entrepreneurs to invest in the brand. Franchise investments ranged from ₹2.36 lakh to ₹15 lakh, depending on the scale, making it an attractive and scalable business opportunity.
Ashish’s journey into the food industry was far from typical. Before starting Momo’s Fever, he had a rich background in the home appliance service industry, where he worked with leading brands such as Carrier, Whirlpool, Hitachi, Voltas, LG, and Mi. With over a decade of experience in business operations, customer engagement, and team management, Ashish brought a wealth of knowledge to his new venture. His diverse experience in the home appliance industry gave him the expertise to build a robust business model, which he later applied to the food sector.
Ashish’s entrepreneurial spirit was further fueled by his collaboration with his aunt, Savita Srivastava, who had already found success in Prayagraj by launching her own restaurant, Momo Fever. Savita’s restaurant quickly gained popularity, and it was with her guidance and support that Ashish was inspired to take Momo’s Fever to new heights. Together, they developed the franchise model that would eventually become the backbone of the brand’s rapid expansion. The name Momo’s Fever was chosen to reflect the excitement and growing passion for this delicious street food across India.
Steady Growth with a Clear Vision
Since its inception, Momo’s Fever has steadily expanded its footprint, growing from one kitchen and two franchises to five outlets. The brand’s sales have surged from ₹7.8 lakh in just six months to ₹1.5 crore in the first half of FY 2024. This rapid scaling is a result of Ashish’s unwavering commitment to offering high-quality food at affordable prices. His attention to detail in maintaining consistency and ensuring top-notch quality has helped the brand stand out from the numerous local street food vendors.
Momo’s Fever’s success also stems from its clear and concise vision. The brand has consistently focused on growing its franchise network and expanding its presence in new cities. Through a robust franchise model, Momo’s Fever has built a reputation for quality and reliability, quickly becoming a household name in several cities. Ashish’s leadership and strategic decision-making have positioned Momo’s Fever for sustained success in a competitive market.
Future Plans: Regional Domination and Beyond
Ashish Srivastava’s ambitions for Momo’s Fever are far-reaching. His goal is to scale the brand nationally by establishing central kitchens in key cities such as Delhi, Lucknow, and Patna. By streamlining operations and improving logistics, he aims to ensure consistent quality and faster service across all outlets.
In the next three years, Ashish plans to expand Momo’s Fever to 100 franchises. This ambitious target will help the brand increase its valuation to ₹50 crore, promising investors a 10X return on their investment. The franchise model is designed to be easily scalable, offering operational support to each outlet and ensuring that new locations benefit from the brand’s established reputation.
Challenges and Innovations
As with any business, Momo’s Fever faced numerous challenges, particularly from the fiercely competitive street food market. Local vendors were already offering momos at low prices, so Ashish needed to find a way to differentiate his brand. The key to overcoming these challenges was innovation. Momo’s Fever introduced unique flavors and creative momo fillings, catering to a diverse customer base. The brand also maintained a high level of consistency across all outlets, ensuring that customers always received the same high-quality product regardless of location.
The use of digital marketing and online platforms also played a significant role in the brand’s success. Social media campaigns, online ordering options, and customer feedback mechanisms helped build a loyal customer base. These efforts not only attracted new customers but also helped retain them, fostering long-term brand loyalty.
What’s Next?
Momo’s Fever is just getting started. With plans to expand into Tier 2 and Tier 3 cities across India, the brand is set to redefine the street food experience. Its focus isn’t just on offering momos; it’s about delivering an exceptional dining experience that resonates with today’s health-conscious, digitally savvy consumers.
The success of Momo’s Fever serves as a powerful example of perseverance, adaptability, and the ability to seize market opportunities. Ashish Srivastava and his team have turned a simple street food concept into a nationwide sensation, proving that innovation and a customer-first approach can lead to success in any industry.
As the brand continues to grow, Momo’s Fever is setting the stage for a new era in the Indian street food scene—one where quality, hygiene, and innovation are prioritized. With a strong franchise model, a loyal customer base, and an inspiring vision for the future, Momo’s Fever is poised to become a household name across India.