Strictly Private & Confidential.
The Franchisee-Owned, AI-Integrated Kabab & Biriyani Ecosystem.
Own your outlet. Own your supply chain. Earn from both.
EK DUM MAST ! is a Bengaluru-first, franchisee-owned kabab & biriyani network where each Franchise Entrepreneur (FE) owns outlet cash flows and a pro-rata stake in the central supply company — supported by a flat-fee AI stack, not opaque supply markups.
Displaced professionals want ownership, not royalty-heavy franchises with hidden supply costs.
KHPL 10% · SOC 90% (100 FEs × 0.9% each) · FE outlets at cost-plus supply.
100 FEs × ₹37.88L → ~₹19 Cr SOC equity for kitchen, tech, launch.
~₹1.22L/mo outlet profit + dividends; ~2.6 yr payback (base).
QSR growth, kabab/biriyani frequency, capital-ready operators in Bengaluru.
FE-majority governance, crisis menu, own-app mix, arm's-length training.
Document v1.1 · May 2026 · Illustrative — not a public offer of securities.
EK DUM MAST ! transforms displaced IT professionals into micro-entrepreneurs who own their outlet AND a share of the supply chain — not just a franchise licence.
Operate a branded kabab & biriyani outlet and keep 100% of profits after supply cost and local expenses.
You and 99 other FEs collectively own 90% of the State Operating Company — 0.9% per FE in Phase I. KHPL holds the remaining 10%. Earn dividends on your stake.
Demand forecasting, IoT inventory, logistics engine, and a consumer app — all for a flat ₹5,000/month subscription.
₹19L · 0.9% SOC stake · dividends · no outlet ops.
Screening → training enrolment → franchise + shares → outlet.
Protects brand and FE shareholders.
Full bios in data room after screening. Roles reflect Phase I operating structure.
Brand, franchise design, investor relations.
SOPs, pilot QA, menu engineering.
App, dashboard, AI, IoT.
Kitchen, procurement, logistics.
Placement, franchise, FSSAI, related-party policy.
Training; no KHPL/SOC equity.
A massive, fast-growing market with an untapped pool of entrepreneurial talent ready to act.
| Type | Typical | EK DUM MAST ! |
|---|---|---|
| Franchise | Fee + 40–50% markup | ₹19L equity; cost-plus 8–12% |
| Cloud kitchen | Limited ownership | Outlet profit + 90% SOC |
| Aggregator brand | 18–28% commission | 40%+ owned app/fleet target |
Sources: NRAI; RedSeer QSR; Karnataka Economic Survey (indicative).
~1.2 km radius (board-adjustable).
1 outlet / ~8k–10k households.
FSSAI layout; SOC reach <45 min.
Three legally distinct entities working as one seamless system — and one fully independent training partner.
Ek Dum Mast IP Holdings Pvt. Ltd.
Brand · Recipes · AI/ML Software · Consumer App
SOC ownership (Phase I): KHPL 10% · 100 FEs 90% combined · 0.9% per FE (90% ÷ 100). Each ₹19L subscription = one 0.9% stake.
e.g., ABC Karnataka Pvt. Ltd.
Central Kitchen · Procurement · Logistics · QC
FE operates · Buys from SOC at Cost-Plus
FE operates · Buys from SOC at Cost-Plus
FE operates · Buys from SOC at Cost-Plus
All follow identical structure
100% Independent Training Partner
No promoter link to KHPL or SOC
4-mo training + 2-mo launch + 6-mo mentoring
KHPL licenses brand, recipes & technology to SOC. Receives ₹5,000/FE/month tech subscription + 2–3% royalty after Year 1.
SOC supplies raw materials at transparent Cost-Plus pricing (overhead capped at 8–12%, voted annually). Surplus becomes FE dividends.
FE keeps 100% of outlet operating profit after supply cost, OPEX, and tech fee. Plus SOC dividends on top.
After screening: Step A — sign training T&C and pay fee to Smaart Square (together) · Step B — sign Franchise + Share Subscription (together), pay ₹19L directly to SOC, receive shares.
FE ↔ Smaart Square. Terms signed and ₹18,88,000 incl. GST paid at enrolment — immediately after screening.
FE ↔ SOC. Signed simultaneously with share subscription. Outlet operations activate after training completion.
FE ↔ SOC. Signed with franchise in the same step. ₹19,00,000 remitted directly to SOC; 0.9% equity stake allotted per SHA (100 FEs × 0.9% = 90%).
Two completely separate buckets — one is a real equity investment, one is a professional service fee.
Buys 0.9% of SOC in Phase I (90% ÷ 100 FEs; KHPL holds 10%) with full voting rights. Earn dividends. Exit via pre-agreed fair valuation formula. Not spent — invested.
4-month intensive training + 2-month launch support + 6-month mentoring. Genuine GST invoice. 80% refundable if you exit in the first 2 weeks.
| Use | ₹ Cr | % |
|---|---|---|
| Central kitchen | 7.5 | 39% |
| Tech & IoT | 2.0 | 11% |
| Working capital | 4.0 | 21% |
| Logistics | 2.5 | 13% |
| Governance & launch | 1.5 | 8% |
| Contingency | 1.5 | 8% |
Signing order: After weighted screening, sign Smaart Square training terms and pay ₹18.88L together. Next, sign the Franchise Agreement and Share Subscription Agreement together and pay ₹19L directly to SOC to receive your shares. The training fee is separate from the share price. Outlet operations begin after programme completion.
Two income streams working simultaneously: outlet cash profit + SOC dividends from the supply company you own.
Based on ₹1.22L/mo outlet profit + SOC dividends on ₹37.88L total outlay
~₹1,22,100/month. 100% retained by you after all local expenses.
Your share of the central kitchen's annual surplus, distributed pro-rata to each 0.9% SOC stake (₹19L per FE in Phase I).
As the SOC scales, your 0.9% SOC stake (₹19L) appreciates. Exit via fair valuation formula.
| Driver | Assumption | Output |
|---|---|---|
| Orders/day | 140 (ramp 90→120→140 in Y1) | — |
| AOV | ₹285 blended | ~₹3.5L sales/mo |
| Channels | 40% owned · 35% aggregator · 25% corp | ~22% fee on aggregator slice |
| Food cost | ~32% cost-plus | Per illustrative P&L |
SOC dividends (illustrative): At ₹2.4 Cr/year surplus and 100 FEs at 0.9% each, ~₹25,000/year per FE (~₹2,100/mo) — subject to audit and board declaration.
₹95K/mo · 110 orders
₹1.22L/mo · 140 orders
₹1.55L/mo · 170 orders
| Item | Typical Franchise | EK DUM MAST ! |
|---|---|---|
| Upfront | ₹5–15L fee (expense) | ₹19L equity (asset) |
| Supply | 40–50% markup | Cost-plus 8–12% cap |
| SOC ownership | 0% | 90% FE-owned |
| Tech | Per-order fees | Flat ₹5,900/mo |
Clear sequence: screen → enrol in training (T&C + fee together) → franchise & shares together (₹19L to SOC) → programme → launch → operate.
₹2,950 incl. GST. Aptitude + CV scored: Aptitude 30% · Capital 25% · Location 20% · Leadership 15% · Fit 10%. Top 100 (+ 5 buffer).
Sign training terms & conditions and pay ₹18,88,000 incl. GST to Smaart Square in the same step.
Sign Franchise Agreement and Share Subscription Agreement simultaneously. Pay ₹19,00,000 directly to SOC; receive 0.9% SOC shareholding (allotted per SHA).
16-week delivery: entrepreneurship, food ops, tech, brand, outlet setup.
Site, equipment, staff, trials, soft launch.
Outlet live; 6-month dedicated mentor.
Outlet profit, SOC dividends, equity growth.
Full-time commitment; ₹50L+ liquid net worth; Bengaluru residency or relocation.
Aptitude 30% · Capital 25% · Location 20% · Leadership 15% · Fit 10%.
NBFC MOUs in progress for equipment/WC; equity must be own funds per SHA draft.
KHPL's entire technology stack bundled into one flat monthly subscription — no hidden per-use fees, ever.
All 5 tools, unlimited access, 24/7 support — one flat fee, always.
ML models predict tomorrow's orders — never over-prepare or run out of stock.
IoT sensors track stock in real-time and trigger automatic daily replenishment.
Real-time route optimisation reduces delivery time and cuts fuel costs.
AI recommendations, loyalty programme, corporate ordering, and catering booking.
Live P&L, real-time alerts, and performance benchmarks vs. network average.
The SOC uses AI to plan procurement schedules, production volumes, and QA checks — reducing waste across all 100 outlets simultaneously.
Temperature sensors, storage tracking, and automated FSSAI compliance alerts from central kitchen to customer plate.
The consumer app learns individual preferences, suggests combos, and delivers targeted loyalty offers to increase repeat orders.
FE-majority board control, transparent supply pricing, and independently auditable financials at every level.
Elected by FEs
Elected by FEs
Elected by FEs
Brand Co.
Brand Co.
FE-elected directors and COO review the Cost-Plus formula every year. KHPL directors recuse. FEs can commission an independent cost audit by simple majority vote.
Shareholders' Agreement provides a pre-agreed valuation formula (book value or multiple of average net profit) with first right of refusal for other shareholders.
All contracts disclosed and approved annually by the Board. KHPL directors abstain where they have an interest. Smaart Square is fully unrelated to all project insiders.
Private placement (max 190 FEs), no public advertising of equity, board-approved supply formula, training fee classified as genuine professional service per GST invoice.
Pre-agreed mediation and arbitration clauses. Shareholders' Agreement includes tie-breaker provisions to prevent governance deadlock.
Every new state clones the Bengaluru model — KHPL retains 10% stake and uniform brand standards in each new SOC.
ABC Karnataka Pvt. Ltd. — Pilot SOC. Central automated kitchen, 100 outlets, full AI integration, ₹19 Cr equity from FEs.
Separate SOC per state, each capped at 190 FE shareholders. Clone the Bengaluru operating playbook with local customisation.
10+ state companies across India. Uniform brand standards with local FE-majority ownership in every SOC. KHPL asset-light IP engine.
Full agreements in data room. Order: training enrolment (Smaart Square) then franchise + share subscription (SOC) signed and paid together.
Sign T&C and pay ₹18.88L incl. GST to Smaart Square together after screening; 80% refund if exit within 14 days of programme start.
Signed simultaneously with share subscription; territory, cost-plus; outlet ops after training completion.
₹19L paid directly to SOC; 0.9% stake on allotment; exit via SHA formula.
FSSAI central + outlet, fire NOC, labour registers, GST, KHPL trademark licence, annual SOC audit.
Outlet profits as business income; dividends per shareholder regime; GST on supplies; TDS on professional fees.
Every major risk has been identified and structurally mitigated in the legal and operational design.
Fee paid to an independent company — could be misunderstood as a hidden share cost.
Separate contract, detailed deliverables, benchmarked fair value, proportionate refund policy, arm's-length provider with zero promoter link.
Too many outlets in one area may split customer demand.
AI-based territory optimisation, menu diversification, corporate subscription channel to supplement retail.
Private equity placement with a training service attached.
Closed-door placement (max 190), no public advertising, board-approved supply formula, training is genuine professional service per GST invoice.
AI system downtime can disrupt ordering and supply operations.
Fallback manual systems, dedicated 24/7 technical support from KHPL included in subscription.
Some FEs may struggle despite training and support.
5 buffer candidates per cohort, buyback provisions, performance improvement plans, 6-month post-launch mentoring.
Board unable to reach consensus on key decisions.
Pre-agreed mediation and arbitration clauses, Shareholders' Agreement tie-breaker provisions.
Swiggy/Zomato fee or policy changes erode delivery margin.
Target 40%+ owned-app/fleet; loyalty; corporate bulk channel.
Input or lease costs rise faster than menu pricing.
Menu engineering; annual cost-plus audit; rent caps in site playbook.
Cook/rider attrition hurts consistency.
HR SOPs; incentives; cross-trained backup per outlet.
Stock loss, liability, or interruption uninsured.
SOC group policies; FE local extensions; BI on central kitchen.
Available to screened candidates under NDA. Status updated quarterly.
4.2/5 avg taste score (n=120)
500 kg/day design; RFQs issued
Order, loyalty, corp booking
Whitefield corridor LOI in progress
Pre-registration; target 100 by Q1 2027
KHPL incorporated; SOC in progress
The model is designed so everyone benefits only when the customer is happy and comes back.
| Stakeholder | What They Put In | What They Get Out |
|---|---|---|
| 🧑💼 Aspiring FE (You) | ₹19L investment + ₹18.88L training fee + hard work | ~₹1.22L/month outlet profit + SOC dividends + wealth creation + skill upgrade |
| 🎓 Smaart Square | High-quality training programme & mentoring team | Professional fee income — no equity stake, no supply-chain kickbacks |
| 🏭 State Operating Company | Central kitchen, bulk procurement, logistics infrastructure | Stable demand from franchisees; Cost-Plus surplus shared as dividends in ₹ to FE shareholders |
| 🏛️ KHPL (Brand & Tech) | IP, AI platform, brand trust, standardised recipes & SOPs | Monthly tech subscription (₹5,000/FE) + future royalty + long-term brand equity (fixed 10% SOC stake; FEs share the other 90%) |
| 🛍️ Customer | Money and trust | Fresh, consistent, hygienic food at fair prices + smooth app experience + direct accountability |
No. Standard franchises charge a non-refundable upfront fee and mark up supplies by 40–50%. Here, ₹19L buys your 0.9% stake in SOC — 100 FEs hold 90% together; KHPL holds 10%. Supplies are cost-plus. The ₹18.88L training fee is a separate professional service to Smaart Square.
Step 1: Application & screening (₹2,950; weighted scorecard). Step 2 (together): Sign Smaart Square training T&C and pay ₹18,88,000 incl. GST. Step 3 (together): Sign Franchise Agreement + Share Subscription and pay ₹19,00,000 directly to SOC — you receive your 0.9% stake. Then training delivery and outlet launch follow.
Phase I: KHPL holds 10%. The 100 Franchise Entrepreneurs hold 90% in aggregate — 0.9% per FE (90% ÷ 100). Each ₹19L subscription maps to one 0.9% stake with voting and dividend rights per the SHA.
This model is for hands-on entrepreneurs. The FE is expected to actively manage the outlet (with hired staff). Passive investment without operating is not the Phase I design.
Training: 80% refund if you exit within 14 days of programme start (Training Agreement). Equity: Your 0.9% SOC stake may be sold to SOC or other FEs per the SHA fair-valuation formula, subject to transfer lock provisions. Training and equity are separate contracts.
Expect 12–14 hour days during launch. Family may assist operationally, but the FE must be the primary manager named on the Franchise Agreement.
Subject to audited surplus and board declaration — typically annual once the network stabilizes (Year 2+), with interim dividends possible thereafter. Dividends are pro-rata to your 0.9% stake.
90-day performance improvement plan, mentor support, and territory/menu adjustments. Persistent failure may trigger cure periods or buyback provisions per the Franchise Agreement and SHA.
Right of first refusal to SOC and/or other FEs at the pre-agreed valuation formula in the SHA. Transfers are restricted during the lock period after launch.
The ₹19L SOC equity must be own funds per draft SHA. Partner NBFC MOUs (non-binding) may cover outlet equipment and working capital — not the share subscription itself.
Q3 2026 — SOC close & kitchen build · Q4 2026 — FE cohort 1 training · Q1 2027 — first 30 launches · Q3 2027 — 100 outlets live · Year 2 — 2% royalty on sales (12-mo waiver in Year 1).
Tech: 100 FEs × ₹5,900/mo ≈ ₹59L/mo · Royalty (Yr2+): 2% × ₹3.5L × 100 ≈ ₹7L/mo at base volumes.
₹1–2L launch per outlet; target CAC <₹120 on owned app; promo payback <60 days at 140 orders/day.
Outlet: 5–7 days finished goods from SOC. SOC: 45-day raw material buffer from equity. Prepaid corp contracts improve cash conversion.
"Ek Dum Mast !" trademark filing in progress; recipes trade-secret; SOP version control via KHPL portal.
₹18.88 Cr cohort (incl. GST): 35% residential/mock kitchens · 30% faculty & curriculum · 20% launch field teams · 10% technology simulators · 5% contingency. Audited separately from KHPL/SOC.
Franchise Entrepreneur. The micro-entrepreneur who invests, trains, and operates the outlet while owning equity in the SOC.
State Operating Company. Central kitchen (e.g., ABC Karnataka Pvt. Ltd.): KHPL 10%; 100 FEs hold 90% in aggregate (0.9% per FE in Phase I).
Ek Dum Mast IP Holdings Pvt. Ltd. The primary brand and technology company that licenses the IP and AI software to the SOC and outlets.
Independent Training Partner. An arm's-length entity responsible for the 12-month training, launch, and mentoring program for FEs.
Supply Pricing Formula. The transparent pricing model where the SOC sells raw materials to FEs at actual cost plus a small, board-approved overhead margin.
100 Bengaluru slots · Rolling interviews · Response within 5 business days
Or email [email protected]
Only 100 slots available for the Phase I Bengaluru rollout.