Rebel Foods and Naturals Ice Cream are expanding their partnership across India, using an established cloud-kitchen network to bring the Mumbai-founded ice cream brand to more delivery markets without depending entirely on new standalone outlets. Through Rebel Foods’ brand development initiative, Rebel Launcher, Naturals Ice Cream is now available across 77 Rebel Foods cloud kitchens nationwide, with further expansion planned in markets including Chennai, Hyderabad and Punjab.
The collaboration combines Naturals’ established product identity with Rebel Foods’ kitchen infrastructure, supply chain, technology and delivery operations. For Naturals, which built its reputation through physical stores and a focus on simple recipes, the arrangement offers a way to reach customers in cities and neighborhoods where it has limited store presence. For Rebel Foods, the partnership adds another established Indian food brand to its growing portfolio of businesses using its operating network.
The relationship began with a pilot in Delhi in 2020 and has since extended into markets including Bengaluru, Gujarat, Hyderabad, Kolkata and Delhi NCR. Naturals has also expanded its presence in Chennai, Hyderabad and Punjab during 2026 through the partnership. Its products are available through Rebel’s digital ordering ecosystem, with the menu growing beyond the limited selection introduced during the early phase of the collaboration.
Ankur Sharma, co-founder of Rebel Foods, described the initiative as an effort to build a collaborative ecosystem for food brands. “Rebel Launcher signifies our desire to establish a food brand development ecosystem that is collaborative,” he said. He added that the program allows partner brands to enter new geographies using Rebel’s infrastructure, technology and operating experience, without having to build those capabilities independently.
For Naturals, the partnership addresses the economics and operational complexity of expanding a perishable product category. The brand is known for its approach of using three core ingredients—fruit, milk and sugar—and maintaining product quality is central to its proposition. Ice cream distribution requires careful inventory planning, temperature management and delivery processes, making access to an established operating network particularly relevant when entering new markets.
Siddhant Kamath, director at Naturals Ice Cream, said the partnership had helped the brand expand while preserving the customer experience associated with its products. “Our association with Rebel Foods has helped in propelling the Naturals ice cream experience a notch higher,” he said, adding that the network and technology-led systems had enabled Naturals to reach more customers while maintaining its brand reputation.
