Pamma Biryani, a brand by Sandoz, has entered the food scene as India’s first Punjabi Biryani brand, bringing the bold flavours, generosity and warmth of Punjabi kitchens to one of the country’s most loved dishes.

Created as a delivery-first brand, Pamma Biryani combines traditional dum cooking with rich Punjabi flavours. At the heart of the brand is its philosophy of ‘Seva Before Sales,’ which reflects its belief that food should be prepared and served with care, generosity and authenticity.

The idea carries beyond the kitchen, with Pamma Biryani looking at food as an act of care rather than simply a transaction. The biryani menu takes inspiration from the way food is prepared in Punjabi homes, with a focus on patience and traditional cooking methods. The preparations begin with overnight marinades, followed by bhuna masalas that are cooked slowly to bring out their full flavour. Mustard oil, black cardamom, dried plums and white butter add a distinct Punjabi character to the biryani. The handi is then sealed for dum, allowing the rice, spices and protein to cook together slowly.

Along with its biryani, Pamma Biryani serves every order with raita, pyaaz, chutney and a Gulab Jamun, turning the meal into a complete spread. The menu includes both vegetarian and non-vegetarian options, with each dish following the brand’s signature cooking style.

Pamma Biryani has started its journey as a cloud kitchen, allowing the team to concentrate on recipes, consistency and the quality of every order. The brand currently delivers freshly prepared biryani across Delhi NCR through leading food delivery platforms, while also working towards future dine-in experiences.

Speaking about the launch, Gurmeet Singh Ahluwalia, Founder, Pamma Biryani, said:

"At Pamma, we commit entirely to two things at once: the craft of biryani and the soul of a Punjabi kitchen. We see absolutely no contradiction in that. The dum is real. The technique is honoured. But the personality in the pot, the audacity of the masala, the sheer quantity of ghee, that is ours and no one else's. Not because Punjab never cooked biryani. Of course it did. It just never planted a flag. Never said, this is ours, this has a name, this deserves to be known. Today, Pamma Biryani is India's first Punjabi biryani brand, and we're proud to finally give that legacy the name and identity it deserves."

The launch is the first step in Pamma Biryani’s larger vision of giving Punjabi biryani its own place alongside India’s well-known regional biryani styles.

With its focus on bold flavours, traditional cooking and the warmth associated with Punjabi food, Pamma Biryani aims to build a brand that gives diners a new answer to a simple question: what would biryani taste like if it came straight from a Punjabi kitchen?