SGF nearly doubled its footprint, adding up to 110 company-owned and franchise kitchens in a year. What could have been a routine expansion update was reframed into a reference story for scale. We positioned it as a benchmark for how a centralized franchise model scales veg food across India.
A fast-growing pure-vegetarian QSR chain built around soya chaap, scaling from one Delhi outlet into a franchise-friendly national brand.
With 50 new stores targeted for 2026, the next chapter risked being reduced to just another retail expansion headline.
Founded in 2012 with roughly ₹3 lakh and a single outlet in Ashok Vihar, Delhi, SGF has quietly scaled to 75+ outlets across 20+ cities and 100+ kitchens, almost entirely vegetarian, built on its signature soya chaap format.
But in a crowded QSR news cycle where store-count updates rarely travel beyond local retail listings, the challenge was to ensure SGF's next phase of growth wasn't read as just another expansion headline. With 50 new stores targeted for 2026, the opportunity was to position SGF as the reference model for centralized-kitchen vegetarian franchising in India, and shape the national conversation around scalable, franchise-first QSR growth.
Reframed SGF's store-expansion announcements as evidence of a repeatable, franchise-first playbook, anchoring every story in real unit economics and supply-chain logic instead of one-off launch news.
Paired Kewal Ahuja's bootstrapped ₹3 lakh origin story with his expansion playbook, giving business and franchise press a credible, quotable voice behind the brand.
Built relationships with retail, QSR, and franchise trade press to position SGF as a reference case for centralized-kitchen vegetarian QSR franchising.
Coordinated outreach across business, retail-trade, and consumer food press, sustaining momentum through each outlet-launch and franchise milestone.
They shaped SGF India’s growth story and established leadership in India’s rapidly evolving vegetarian food market.
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