In a market where speed, affordability, and familiarity increasingly define dining choices, Nom Nom Express is steadily carving out its place in India’s fast-growing quick-service restaurant (QSR) landscape. The pan-Asian brand from Aspect Hospitality has now partnered with filmmaker and television personality Farah Khan, marking a collaboration that leans more on authenticity and everyday food culture than traditional celebrity endorsement.
Nom Nom Express was built around a simple idea—make Asian food accessible for daily consumption without compromising on flavour or quality. With a focused menu of popular Asian staples, the brand sits at the intersection of convenience, comfort, and value, catering to urban consumers who want reliable pan-Asian meals across both dine-in and delivery formats.
Farah Khan’s association with the brand comes at a time when food discovery is increasingly driven by relatable voices rather than glossy advertising. Known for her candid, no-nonsense approach to food content, Khan—along with her much-loved home cook Dilip—has built a loyal following by showcasing honest, everyday food experiences. Dilip, in particular, has emerged as a familiar and trusted presence in digital food conversations, making the collaboration feel organic and rooted in real consumer behaviour.
Rather than positioning Khan as a distant brand ambassador, Nom Nom Express has aligned with her natural food narrative—one that reflects how people actually eat, order, and enjoy food in their daily lives. The partnership underscores the brand’s intent to stay grounded and culturally relevant as it scales.
Commenting on the collaboration, Hitesh Keswani, Managing Director, Aspect Hospitality, said, “Farah Khan’s food content is driven by honesty and familiarity—values that align closely with what Nom Nom Express stands for. This collaboration is less about celebrity and more about cultural fit. As we grow, we want the brand to feel accessible, current, and deeply connected to everyday dining habits.”
The collaboration comes alongside an aggressive expansion phase for Nom Nom Express. Over the past year, the brand has successfully launched 50 outlets across key markets pan-India, highlighting its focus on scalable QSR formats. Today, Nom Nom Express operates 55+ outlets across Mumbai, Pune, Navi Mumbai, and Hyderabad, with plans to deepen its presence across both metro and emerging cities.
In a highly competitive QSR segment, the brand’s ability to maintain consistency—across taste, pricing, and operations—has been a key driver of its growth. Its menu is designed to offer strong value, with Baos starting at ₹59, Soups and Fries at ₹79, and Dimsums and Meal Bowls priced from ₹99, making pan-Asian flavours accessible to a wider audience.
As India’s consumers continue to seek comfort, familiarity, and affordability in their food choices, Nom Nom Express is positioning itself as a dependable, everyday destination for Asian cuisine. With its people-first approach to branding and a rapidly expanding footprint, the brand is setting the stage for its next phase of growth in India’s evolving food services ecosystem.
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By: Arushi Agarwal
