The idea for the series Made in Chennai came out of a couple of conversations with folks from the city. Why is the city which is home to behemoths like Freshworks still play second fiddle? How can we, im marketing terms, ‘hype’ the city more? That is our endeavour with this series and we will extend it to other cities as well. Happy reading!
a) Where did your brand journey begin and why did you choose Chennai as your base?
Burger Man was born in Chennai in 2006, as a kiosk near a college campus. Back then, QSRs were just starting to find their feet in India. Chennai wasn’t the obvious place to launch a burger brand. But for me, it was home. There was something raw and real about testing an unconventional idea in a market that wasn’t yet saturated. And because Chennai has always been underrated in the startup conversation, it gave me room to experiment, fail quietly, learn fast, and build something authentic.
b) Burger Man has become a cult name in the city. Was there ever a moment you felt the pull of shifting base to another city? What made you stay?
Of course! There were moments when moving to Bengaluru or Mumbai felt like the ‘next logical step.’ The scale, the VC ecosystem, the energy, all of it was tempting. But I always felt that if I couldn’t crack it in Chennai, I hadn’t earned the right to scale it elsewhere. Staying allowed us to focus on getting the product, the team, and the culture right. The loyalty we’ve built here is something I’m deeply grateful for and I believe it’s part of what makes us different.
“Because Chennai has always been underrated in the startup conversation, it gave me room to experiment, fail quietly, learn fast”
c) What’s something uniquely challenging and something surprisingly rewarding about building a QSR brand from Chennai?
The challenge is perception. Chennai is often seen as “too traditional” or “not experimental enough” for new food formats. But once you dig in, you realize the Chennai consumer is incredibly discerning. They want quality, consistency, and value. The rewarding part is that when they do buy into you, it’s long-term. We’ve had customers who’ve stuck with us for over a decade. That kind of brand love is rare.
A unique way of asking for a review! Image courtesy – Gurudev Prasad
d) Was there one turning point, pivot, or idea that changed the course for Burger Man?
Yes, the big shift came when we moved from one company-owned store to a fully franchised model. It changed everything from how we operated to how we grew. But the real turning point wasn’t just the model, it was the mindset. We stopped thinking like a restaurant and started thinking like a brand that empowers entrepreneurs. That’s what unlocked scale.
“Chennai is often seen as “too traditional” or “not experimental enough” for new food formats. But once you dig in, you realize the Chennai consumer is incredibly discerning.”
e)What’s your favorite “Chennai moment” in your journey, something that could have only happened here?
There was a time early on when our kiosk had run out of change, and a college kid who was a regular simply told the next customer, “Just pay tomorrow.” That kind of trust, that community vibe, it could only happen here. Chennai has a quiet, understated generosity. People show up for you when it matters.
f) What advice would you give someone building a food or D2C brand from Chennai today?
Don’t underestimate your home market. Test here, listen closely, build deep before going wide. And don’t wait for external validation, create your own playbook. Chennai might not give you the glitz of quick fame, but it’ll give you resilience and roots.
“Chennai has a quiet, understated generosity. People show up for you when it matters.”
g) If Burger Man had a signature Chennai flavor or twist, what would it be and why?
We actually did something called the “Kothu Burger” once during an IPL campaign – a herb patty glazed with a spicy gunpowder-based sauce. Sounds wild, but it worked! If I had to pick one twist, I’d go back to that burger. It was inspired by kothu parotta which is messy, spicy, and bold, just like the city.
h) What’s one Chennai-based brand (other than your own) that you admire?
I have huge respect for ZOHO. They’ve scaled massively while staying rooted in our local culture. Their brand has reached across the world, and yet it still feels very “from here.” That balance is hard to strike.
“It was inspired by kothu parotta which is messy, spicy, and bold, just like the city”
i) What’s a myth or stereotype about building from Chennai you wish you could break for good?
That Chennai is conservative and risk-averse. I’ve seen some of the boldest decisions and experiments come out of this city. The truth is, Chennai doesn’t shout, it just gets to work.
j) What’s something about Chennai’s culture, talent, or community that deserves a lot more hype than it gets?
The depth of talent. Whether it’s culinary, design, operations, or tech, there’s no shortage of sharp minds here. What’s missing is a spotlight. Chennai folks tend to underplay their wins. But once you start listening, you realize this city is quietly powering some of the most exciting brands in the country.
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