Mumbai: Big Bowl, a bowl-format QSR brands from Lenexis Foodworks, has appointed Lyxel&Flamingo as its social and media partner. The move marks a key milestone in the brand’s next growth phase as it scales beyond the ₹100 crore annual recurring revenue (ARR) milestone achieved in 2025 and aims to cross ₹150 crore ARR in its fifth year of operations.
With over 250 kitchens across more than 50 cities, Big Bowl has rapidly established itself as one of the largest brands in India’s organised bowl-format segment. Built around hearty portions, comfort-driven consumption and a strong delivery-first model, the brand offers an extensive range of Indian, Chinese and fusion bowls. As bowl-format consumption gains traction in urban India due to portability, affordability and convenience, Big Bowl is positioning itself as a scalable format aligned with modern eating habits.
The appointment of Lyxel&Flamingo signals a strategic consolidation of social and media responsibilities under a single partner to enhance digital reach, strengthen youth-led storytelling and improve performance marketing outcomes. One of India’s largest independent digital-first agencies, Lyxel&Flamingo manages over 350 brands and oversees more than $100 million in advertising spend across data, content, creative and media services.
As part of the mandate, the agency will lead Big Bowl’s social media strategy, content ecosystem development, digital performance marketing, media planning and buying, and campaign amplification across platforms. The partnership aims to position Big Bowl as India’s most digitally discoverable and culturally relevant bowl-format brand while driving measurable business impact.
Commenting on the partnership, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “Big Bowl has scaled rapidly to cross ₹100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel&Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Adding to this, Vikas Iyer, Marketing Head, Lenexis Foodworks, said, “Big Bowl operates in a fast-paced, delivery-led category where content, media and performance must work seamlessly together. With Lyxel&Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence, but in precision while ensuring we build both brand salience and measurable growth.”
Speaking on the win, Dev Batra, CEO, Lyxel&Flamingo, said, “Big Bowl brings the flavor, and L&F brings the fire. We’re powering Big Bowl’s bold culinary DNA with a dual-engine strategy where the left brain drives data-led ROI and performance precision, while the right brain crafts thumb-stopping stories that build a brand movement. As Big Bowl scales rapidly as one of India’s leading bowl-format brands, we’re matching that momentum with our ‘Digital Powerhouse’ energy. They are a phenomenally valuable partner for Lyxel&Flamingo, and together we’re cooking up a growth chapter that’s as punchy as it is measurable.”
