239: How Rebel Foods Built the World's First Cloud Kitchen Empire Jaydeep Barman Unstarted

What happens when you spend 13 years building something, and for most of those years, the people around you think it's not going to work out? Jaydeep Barman left a gilded career at McKinsey's London office to bet on a single roll shop in Pune. What followed was a decade-plus journey through India's costliest real estate market, the invention of an entirely new category (cloud kitchens — before anyone called it that), and the slow, painful work of staying in the game while companies that started years after him became unicorns overnight. In this conversation, Avnish and Jaydeep wrestle with: 1. How do you find the one insight nobody else has, and trust it when the world disagrees? 2. What do you do when your investors mentally write you off? 3. Why does every real innovation at Rebel come from the moments they were closest to shutting down? 4. How do you build a team that stays for 13 years, through the pain, the doubt, and the long wait? 5. This is a conversation about what it actually costs to stay in the arena longer than everyone expects you to, and what that buys you that nothing else can. Chapters: 00:00 The reality of startup comparison & investor pressure 01:30 Why we didn’t pivot to food delivery (despite the hype) 02:30 From McKinsey to starting a food business 04:10 The first roll shop: how Fasos began 09:00 Learning the business & why curiosity matters most 11:20 Insight v/s timing: finding your “right to win” 13:40 Building a cloud kitchen breakthrough 17:30 Founder mentality vs CV mentality 20:00 Hiring, ownership & building real culture 24:50 Performance vs culture: who stays, who leaves 27:20 Rock bottom moments: running out of money & pushing through Follow Z47 Website - Instagram - LinkedIn -

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239: How Rebel Foods Built the World's First Cloud Kitchen Empire Jaydeep Barman Unstarted is an episode from Matrix Moments by Matrix Partners India.

This episode is 42:51 long.

This episode was published on Apr 23, 2026.

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