Gujarat-born QSR chain Ajay's grows from 165 stores toward national reach — expanding outside the state in 2026 as a homegrown value dining brand thrives where foreign chains are absent

A homegrown quick-service restaurant (QSR) chain based in Gujarat state, "Ajay’s" is moving to expand nationwide. Founded in 2014 by the Solanki brothers in Navsari, the company operates 165 stores across 42 cities, and will begin expanding outside Gujarat in 2026 into states such as Maharashtra, Madhya Pradesh, and Rajasthan, aiming to reach 500 stores by 2027. In the value price segment where foreign chains like McDonald's and KFC have limited presence, this homegrown QSR is growing out of smaller cities by selling burgers and cold coffee cheaply and in high volume.

A homegrown chain with 165 stores in 42 cities expands beyond its home state

Ajay's is a vertically integrated QSR chain that manufactures its own bakery items, dairy products, and frozen foods at its production base in its home city of Navsari. Having built a store network across Gujarat with deep local roots, the company is making its first attempt at building a national brand through its expansion outside the state starting in 2026. While foreign chains dominate the major cities, this company from a smaller city is taking the opposite approach, capturing market share with accessible pricing.

A model built on value pricing and high-volume sales

The company says it sells about 20,000 burgers and about 15,000 cold coffees per day, making it a textbook value QSR built on low prices and high turnover. India's dining-out market is highly price-sensitive, and a model that moves high volume at low prices works well in smaller cities. By manufacturing in-house, the company keeps costs down, a structure that helps secure margins for its franchise expansion.

An entry perspective for Japanese companies

The trend of homegrown QSRs going national in the value segment where foreign chains are absent offers two takeaways for Japanese companies. One is to enter the supply chain, such as frozen foods, dough, coffee ingredients, or packaging, rather than competing head-on with a finished brand. The other is to partner with homegrown chains in this growth phase and add value through Japanese-style quality control and operational design. This company is worth watching as a potential partner with the speed of a business built outside the major cities.

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Source: Restaurant India / BW Hotelier