Big Bowl, a bowl-format QSR brand from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner. The move comes as the brand has scaled beyond the Rs 100 crore ARR milestone achieved in 2025 and has been on track to cross Rs 150 crore ARR in its fifth year since inception.
With more than 250 kitchens across 50+ cities, Big Bowl has expanded its presence in India’s organised bowl-format segment. Built around delivery-first consumption, the brand offers a range of Indian, Chinese and fusion bowls. As bowl-format consumption has increased across urban India due to portability, affordability and convenience, Big Bowl has positioned the format for high-frequency consumption aligned with changing eating habits.
The appointment of Lyxel & Flamingo has consolidated the brand’s social and media mandate under a single partner to strengthen digital reach, youth-focused communication and performance marketing efficiency. According to media reports, Lyxel & Flamingo manages more than 350 brands globally and oversees over $100 million in ad spend across digital campaigns.
As part of the mandate, Lyxel & Flamingo will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, and campaign amplification across platforms. The partnership has aimed to strengthen the brand’s digital discovery and cultural relevance while supporting business growth in the organised food delivery market.
With this appointment, Big Bowl has strengthened its focus on digital marketing as it continues to expand in India’s organised food delivery ecosystem.
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.”
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.”
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.”
