Today, Incite Foodtech Sdn Bhd, a Malaysia-based food-tech venture, announced the signing of a master licencing deal with Village Food Courts Pvt Ltd of India, a Village Groupe venture, marking the company’s first foray into the large Asian market.
Incite Foodtech creates and acquires QSF (quick-serving-food) brands that satisfy customer needs and palettes by leveraging on big data. Union Artisan Coffee, one of the fastest-growing coffee chains in Malaysia, is one of Incite Foodtech’s top QSF brands. Other brands in the venture’s QSF portfolio include Wondermama, Hope Coffee, Le Claire Patisserie, Eggdicted, Halley, Goodbooch and Lada Merah.
Under the signed agreement, Village Food Courts will be responsible for launching and expanding Incite Foodtech’s QSF brands in India. Village Groupe, a world class Retail & Real Estate conglomerate, is building India’s first “Hybrid Food Court & Delivery Kitchen” platform via Village Food Courts. The New Delhi-based venture acquired the rights to a number of well-known Indian and worldwide food brands to launch them across its upcoming sites all over India. Village Food Courts already has a sizable foothold across all major cities, with over 50 sites in the queue for opening over the next 12 months.
In Malaysia, Incite Foodtech supercharges their QSF brands’ expansion through numerous formats, such as physical outlets, shared space, kiosks, and cloud kitchens, with its unique “plug-in & scale” business model.
Tham Lih Chung, Founder and Director of Incite Foodtech, said, “It was always a goal of our partner Village Groupe to provide a broad selection of comfort foods available all over India. It couldn’t have arrived at a better moment for us to join forces. We’re excited to bring Malaysian brands to a global audience as a result of our successful partnership.”
“I feel both countries offer an endless variety of F&B spreads. We’re pleased to have been given such an incredible opportunity. We’re fast becoming India’s FIRST co-fooding platform, and with QSF brands from Incite Foodtech, we will be able to accelerate the process,” stated Suraj Arora, Managing Partner at Village Groupe.
