MAM
Behrouz Biryani and Daawat team up for World Biryani Day celebration
Limited edition menu runs till 5 July with premium basmati rice and 23 shahi spices
MUMBAI: When the king of flavours meets the king of grains, every serving comes with a royal invitation. Behrouz Biryani has teamed up with premium basmati rice brand Daawat to launch Daawat-e-Behrouz, a limited-edition collaboration celebrating World Biryani Day with a menu that puts quality ingredients centre stage.
Running from 27 June to 5 July 2026, the campaign introduces Behrouz’s signature biryanis prepared with Daawat Biryani Rice, combining the brand’s long-grain basmati rice with 23 aromatic shahi spices and Behrouz’s traditional slow dum cooking technique to create a premium dining experience.
The partnership brings together two brands known for their focus on quality and craftsmanship, while tapping into India’s enduring love for biryani. Rather than introducing an entirely new product, the collaboration highlights the role of premium ingredients in elevating one of the country’s most popular dishes.
To support the campaign, Behrouz Biryani and Daawat will roll out a multi-platform digital activation featuring storytelling, creator collaborations, app and website integrations, and menu communication designed around the ‘Made with the Finest Daawat Biryani Rice’ proposition.
As part of the initiative, Behrouz will also collaborate with more than 100 macro and micro influencers. While macro creators will spotlight the brand’s culinary expertise, craftsmanship and premium positioning, micro influencers will focus on celebrating World Biryani Day by showcasing the use of Daawat Biryani Rice and the royal dining experience associated with Behrouz.
The collaboration reflects the growing trend of premium food brands joining forces to create limited-time experiences that go beyond product launches, using ingredient quality and storytelling to deepen consumer engagement.
With World Biryani Day serving as the backdrop, Daawat-e-Behrouz aims to turn one of India’s favourite comfort foods into a celebration of culinary heritage, where every grain and every bite plays its part in the royal feast.
