The founders listed by Urban Platter itself are Chirag H. Kenia (Founder) and Dhaval Kenia (Co-founder). The company also identifies Jubilant Bhartia Group as an investor. 1

Urban Platter’s story began in 2015, when founder Chirag Kenia entered the gourmet-food business after developing an interest in food commodities, e-commerce and international cuisine. Early operations involved selling gourmet products through online marketplaces including eBay India and Amazon India.

The company initially operated partly as a curator and distributor of products from other food brands. It subsequently shifted its strategy toward developing its own private-label Urban Platter products, giving the company greater control over product selection, positioning, quality and pricing. 2

Some of the company’s early own-brand products included Himalayan Pink Salt, Professional Baking Yeast and Aluminum-Free Baking Powder.

By 2018, Urban Platter had expanded substantially. Contemporary reporting described a catalogue of more than 2,800 SKUs, including roughly 1,000 in-house products at the time, alongside products from other brands. The company also began moving into in-house manufacturing of products such as snacks, condiments and specialty spice blends.

In 2021, Urban Platter began developing its own branded retail stores, aiming to create a physical destination for its range of gourmet and international food products. The company later expanded into institutional sales, including gyms, fitness centres and corporate offices, and stated that it was preparing for opportunities in aviation.

Urban Platter’s central proposition is essentially making interesting, specialty and global food ingredients more accessible to Indian consumers.

Rather than positioning itself solely as a conventional packaged-food manufacturer, the company operates across several layers:

• Private-label food products under the Urban Platter name
• Curated international and Indian food brands
• Direct-to-consumer e-commerce
• Marketplace sales
• Quick-commerce distribution
• General and modern retail
• Urban Platter branded stores
• HORECA — hotels, restaurants and cafés
• Institutional sales
• Food workshops, recipes and culinary content

The company says it evaluates products for factors including taste and overall customer experience and works with suppliers, growers, farmers and manufacturers to develop its assortment. 3

Urban Platter has a particularly broad product catalogue. Its current online store organizes products into areas such as:

• Baking
• Beverages & Super Foods
• Nuts & Snacks
• Spices & Seasonings
• Condiments & Sauces
• Pantry
• Trending products
• Plant-based foods
• Kitchen products

Its catalogue includes products ranging from everyday pantry ingredients to comparatively niche international ingredients. Examples visible on the company’s current store include shirataki/konjac products, tofu, soya chaap, monk-fruit sweetener, nuts, jaggery, oils, spices and specialty beverages.

The company’s assortment also includes products and brands associated with cuisines from different parts of the world. Its brand directory, for example, lists names such as Kikkoman, Ottogi, Kewpie, Heinz, Tapatio, Huy Fong Foods, Lavazza, ITO EN and Mori-Nu, alongside numerous Indian and Urban Platter products.

This makes Urban Platter somewhat unusual in the Indian FMCG landscape: it combines private-label manufacturing/branding with specialty-food retail and distribution.

A major part of Urban Platter’s identity is its emphasis on global culinary exploration.

The company’s stated philosophy is that consumers should be able to discover ingredients associated with different cuisines without having to source them individually from overseas. Its own description specifically refers to products such as Korean gochugaru chilli pepper and Italian Balsamic Vinegar of Modena as examples of the type of international culinary experience it wants to make accessible.

Consequently, Urban Platter sits somewhere between:

specialty grocery + gourmet food brand + D2C FMCG company + international-food marketplace.

Health-conscious and alternative-diet products have become an important part of Urban Platter’s positioning.

The company offers vegan, plant-based and allergen-friendly products, according to its own FAQ and brand material. 4

Its portfolio includes products aimed at consumers interested in:

• Plant-based diets
• Vegan food
• Low-carb and keto-oriented foods
• High-protein foods
• Superfoods
• Gluten-free products
• Natural and minimally processed ingredients
• Alternative sweeteners
• Specialty nutrition products

In a 2025 interview, founder Chirag Kenia described the company’s evolution toward gourmet, health-focused and global ingredients, with increasing emphasis on transparency, clean-label products and culinary innovation.

Urban Platter has developed a multi-channel distribution model.

According to the company’s current corporate information, its products are available through major online platforms including Amazon India, Blinkit, BigBasket, Swiggy Instamart and FirstClub. The company says it serves more than 1 million customers annually through these channels.

Its offline distribution extends through general trade and modern-trade outlets. Urban Platter says it has distribution partners across 11 Indian states and presence in more than 450 general-trade and modern-trade locations, including retailers such as Food Hall, Nature’s Basket, Namdhari’s, Spencer’s, Modern Bazaar and Lulu.

This combination gives the brand both specialty-food credibility and mass-market accessibility.

Urban Platter entered physical retail with its own stores in 2021.

The company’s stores are designed more like specialty food destinations than conventional grocery shops, with the aim of bringing international ingredients, gourmet foods and the Urban Platter experience together under one roof.

The company’s stated long-term vision has been to expand its branded retail footprint across India. 5

Urban Platter is not exclusively a consumer-facing brand.

It also supplies hotels, restaurants, cafés and professional chefs. The company positions itself as a supplier of ingredients and culinary products that can help professional kitchens develop distinctive dishes and menus.

This HORECA business is strategically important because specialty ingredients are often difficult for restaurants to source consistently. Urban Platter’s broad catalogue allows it to act as a consolidated supplier.

The company has also expanded beyond traditional retail and HORECA.

Since 2022, Urban Platter says it has expanded its institutional offering to customers such as gyms, fitness centres and corporate offices, with further expansion planned into areas such as aviation.

This represents a shift from being simply a consumer food brand toward becoming a broader food-products supplier.

Urban Platter’s official mission is to make gourmet and healthy food products easily available and accessible. Its stated belief is that food is not merely nourishment but also a way of experiencing cultures, people and moments.

Its tagline, “Simply Good Food,” reflects the company’s attempt to combine:

• Quality
• Authenticity
• Accessibility
• Culinary discovery
• Health-conscious choices
• Global flavours

The company also highlights values including accountability, environmental responsibility, integrity, innovation, fair competition and teamwork.

Sustainability is another element of the company’s stated corporate values. Urban Platter describes itself as committed to being eco-friendly and says it wants to leave the world better than it found it.

Its sourcing model involves working with different types of suppliers, including farmers, growers, cultivators, manufacturers and international sources. Depending on the product, raw materials may be sourced domestically or imported.

Because Urban Platter sells both private-label and third-party products, its sourcing structure is more varied than that of a conventional single-product FMCG company.

One of the defining characteristics of Urban Platter is its digital-first origin.

The company began during the growth of India’s e-commerce food market and initially relied heavily on online marketplaces. A 2018 profile reported that Amazon India represented the overwhelming majority of its sales at that time, illustrating how strongly the business originally depended on e-commerce.

Since then, its model has become much more diversified, incorporating its own website, quick commerce, physical retail, traditional distribution, HORECA and institutional customers.

Urban Platter identifies Jubilant Bhartia Group among its investors.

Earlier reporting characterized the company as bootstrapped during its initial startup phase.

The company’s current corporate structure and financial details are not comprehensively disclosed on its consumer-facing website, so figures such as current revenue, valuation and profitability should not be assumed without company filings or authoritative financial disclosures.

Urban Platter occupies an interesting position within India’s food market.

It competes indirectly with several different categories of businesses:

Traditional FMCG brands
These compete on everyday staples, packaged foods and mass distribution.

Premium/specialty food brands
These compete on quality, provenance, health attributes and differentiated ingredients.

Imported-food retailers
These compete on access to international cuisines and ingredients.

Online grocery platforms
These compete on convenience and assortment.

Plant-based and health-food companies
These compete for health-conscious and alternative-diet consumers.

Urban Platter differentiates itself by bringing many of these categories together under one ecosystem.

The brand serves several distinct customer groups:

• Home cooks looking for unusual ingredients or international foods
• Food enthusiasts interested in gourmet cooking
• Health-conscious consumers
• Vegans and plant-based consumers
• Professional chefs
• Hotels and restaurants
• Cafés
• Gyms and fitness businesses
• Corporate/institutional buyers
• Consumers looking for specialty imported foods

This broad customer base is one reason the company has developed a particularly wide product portfolio.

Urban Platter also extends beyond simply selling products.

Its website features recipes, blogs, events and workshops, positioning the brand as a culinary discovery platform rather than merely a packaged-food seller.

This is strategically useful because many of its products are unfamiliar to mainstream consumers. Recipes and demonstrations can show consumers how to use an unfamiliar ingredient, helping convert curiosity into purchases.

Although Urban Platter is an Indian company, its catalogue and sourcing are strongly international in character.

The company says it offers international shipping through DHL, FedEx and Aramex, although customs duties and taxes may apply depending on the destination.

Its core identity, however, remains strongly connected to the Indian market.

The simplest way to understand Urban Platter is:

It is an Indian specialty-food company that combines private-label FMCG products, global food discovery, e-commerce, retail and professional food distribution.

Its biggest differentiator is breadth. Instead of specializing exclusively in one category such as snacks, spices, vegan foods or beverages, it attempts to create a broad culinary ecosystem.

For example, the same customer might buy baking ingredients, Korean sauces, superfoods, nuts, plant-based proteins, specialty beverages and international condiments from the same Urban Platter ecosystem.

The company’s evolution can broadly be understood in five stages:

1. 2015 — Online gourmet-food business: Started by Chirag Kenia and Dhaval Kenia.
2. Private-label expansion: Shifted from primarily selling other brands toward developing Urban Platter products.
3. Manufacturing and product development: Expanded into its own product development and manufacturing capabilities.
4. Omnichannel expansion: Added retail stores, general trade, modern trade and quick commerce.
5. B2B and institutional expansion: Developed HORECA and institutional channels alongside its consumer business.

As of 2026, Urban Platter presents itself as a broad food and culinary lifestyle brand, rather than simply an online gourmet store.

Its ecosystem includes a branded product portfolio, third-party brands, e-commerce, quick commerce, retail stores, distribution, HORECA, institutional sales, recipes, workshops and culinary content.

The brand’s current identity can therefore be summarized as:

Urban Platter = Global flavours + gourmet ingredients + health-conscious foods + plant-based options + private-label FMCG + omnichannel distribution.

1. Urban Platter
2. From selling gourmet products online to 1000 in-house products – this is the Urban Platter story
3. Urban Platter Company Profile Funding & Investors
4. Urban Platter — Simply Good Food!
5. Urban Platter : Leading a Healthy Plant Based Segment – Food Marketing Technology