Naturals Ice Cream expands across India via Rebel Foods

Rebel Foods has partnered with Naturals Ice Cream to expand the brand through its Rebel Launcher platform. Naturals Ice Cream is now available through 77 Rebel Foods cloud kitchens across India.

The partnership builds on a pilot launch in Delhi in 2020 and has since expanded to Bengaluru, Gujarat, Hyderabad, Kolkata and Delhi NCR. Naturals initially launched with a smaller menu before adding more products, including some of its best-known flavours, to Rebel's digital platform.

Rebel Launcher is Rebel Foods' brand development arm, through which it works with external food and restaurant brands seeking wider delivery reach without opening standalone outlets in each location. Under the arrangement, Naturals is using Rebel's cloud kitchen network and operating systems to serve customers in multiple cities while maintaining its existing product approach.

Naturals is known for a simple product formula based on fruit, milk and sugar. The partnership gives the brand access to a wider delivery footprint, while adding another consumer food name to Rebel's partner network, which includes ITC, Taco Bell, WOW! Momo, Biryani Blues, Papa Johns, Daryaganj, Chaipoint, Smoor, Anand Sweets & Savouries, The Cheesecake Factory and Mad Over Donuts.

Expansion model

According to the companies, the rollout now covers 77 cloud kitchen sites nationwide. Naturals has also launched in Chennai, Hyderabad and Punjab in 2026, with further expansion planned in those markets.

For Rebel Foods, the agreement strengthens an operating model built around shared infrastructure, supply chain integration and centralised technology for restaurant and food brands. Instead of building their own kitchens in every city, partner brands can use Rebel's network to enter new areas and test demand through food delivery channels.

The model is designed to reduce upfront expansion costs and shorten the time needed to enter new neighbourhoods. It also uses order and operational data to help partners adjust menu availability and distribution across a city.

Ankur Sharma outlined Rebel's view of the partnership model.

"Rebel Launcher signifies our desire to establish a collaborative food brand development ecosystem. Through collaborations with well-known brands such as Naturals Ice Cream, we help them operate in new geographies without wasting resources by providing the infrastructure, technology and extensive operational experience of Rebel Foods," said Ankur Sharma, Co-founder, Rebel Foods.

Delivery growth

India's food delivery market has become an important route for restaurant groups and consumer food brands looking to reach new customers beyond traditional high street locations and shopping centre outlets. Cloud kitchen operators have sought to position themselves as a lower-cost route into those markets by handling production space, logistics support and digital order management.

This has also opened the door for brands with strong regional recognition to pursue a broader national customer base. Naturals, which built its reputation around fruit-based ice cream recipes, is one example, using the partnership to enter or deepen its presence in cities where delivery demand may support a broader footprint.

The companies said the partnership has allowed Naturals to maintain brand consistency while scaling distribution. They described the relationship as a long-term strategic arrangement rather than a short-term listing agreement.

Siddhant Kamath said the tie-up had helped the company extend its reach while retaining the identity customers expect.

"Our association with Rebel Foods has helped elevate the Naturals Ice Cream experience. We have expanded effectively across the country with the support of its large cloud kitchen network and technology-driven operating systems, while preserving the brand reputation our customers expect. This partnership has enabled us to reach more people than ever, and we see it as a strategic relationship that we will continue to build on over the long term," said Siddhant Kamath, Director, Naturals Ice Cream.