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It is a first-of-its-kind, full stack design and development cell for food & restaurant brands
NYUCT Design Labs, India’s first Venture Design and Experience Innovation Collective, announced the launch of Edible Ventures, a first-of-its-kind, full stack Design and Development Cell for culinary ventures, restaurants and premium experiences.
This turnkey development cell works as a strategic growth partner with hospitality chains, founders or chef-entrepreneurs, brands and institutions, to design, build, launch, and scale food ventures, restaurant brands & experiences through an integrated, end-to-end approach.
With researchers, food scientists, product developers, menu engineers, architects and spatial designers, business designers, branding experts, experience designers, and a community of makers, Edible Ventures ensures that agile development of food ventures and brands is seen as a system design rather than as fragmented components. This ensures that the original ideas of founders and clients transform into profitable, desirable and scalable food businesses, without losing cultural depth, operational clarity, branding rigour or execution discipline.
An industry-focused, specialised cell, Edible Ventures is helmed by a team that has deep, hands-on experience. It is designed to help food investors, entrepreneurs &and hospitality businesses move from intent to last mile business execution with an integrated cell that leaves nothing off the menu when building a food venture or reimagining it.
Edible Ventures is currently working with a spectrum of clients, including luxury hospitality chains, food entrepreneurs, and distillers, to develop unique experiences and brands. It is also engaged with a few state governments to help them in building capabilities in culinary tourism, revivalism of lost cuisines, and conceptualise unique visitor experiences around food, community & culture. Having venture designed for Himmaleh Distillery (Kumaon&I, Bandarful, Neoli, Darma), positioned and designed brands for luxury hospitality chains, incubated micro-ventures like Dongaon Local Ghee and currently incubating a social agro-led brand and venture at Ratnagiri with a community of 1000 women, the team considers food as not only a very valuable heritage of the country but also a means to unlock entrepreneurship.
“The business of food isn’t just about flavour or service. Edible Ventures is a unique, turnkey venture development cell to help food businesses and brands move from instinct-driven decisions to intentional, well-designed ventures and premium experiences. It’s about system design, and how original concepts & ideas can translate into high quality experiences and brands that drive growth and leverage our unique culinary heritage,” said Manojeet Bhujabal, Co-Founder and Managing Partner at NYUCT Design Labs.
Dr Samir Mulaokar, Patron Chef, Operations Lead and Partner, Edible Ventures, added, “A well-designed food venture doesn’t just launch. It builds an ecosystem of desire, authenticity, consistency, and repeatability. What’s often missing in the food and hospitality industry is continuity between idea, execution, and scale. Edible Ventures bridges that gap by integrating creative thinking with operational excellence and brand focus.”