The award-winning and critically acclaimed Harlem Shake is set to enter the Indian market through a strategic partnership with Franchise India, with advisory support from FranGlobal, the international arm of Franchise India. The New York-born burger and shake brand known for its signature smash burgers, handcrafted shakes and distinctive neighbourhood-inspired dining experience.
The partnership marks a new chapter in the brand’s international expansion. The brand has entered into a Master Franchise Agreement and aims to open 75 units across multiple Indian markets, providing opportunities for regional master franchise partners and area developers across multiple Indian markets.
Founded by Jelena Pasic in 2012 and officially opened in Harlem, New York, in 2013, Harlem Shake has built its identity around classic American comfort food, nostalgic diner-inspired design and a strong connection to the community it serves. The brand’s menu features signature burgers, chicken sandwiches, hot dogs, grilled cheese, sides and handcrafted milkshakes, bringing together familiar American flavours and a distinctly New York-inspired dining experience. Through its India entry, Harlem Shake aims to introduce its signature concept to Indian consumers while exploring growth opportunities in the country’s evolving foodservice and organised dining sector.
Jelena Pasic, Founder and Chief Executive Officer,Harlem Shake, commented “India represents an important growth opportunity for Harlem Shake as we continue to expand our presence internationally. We are excited to partner with FranGlobal and Franchise India to introduce our brand to a new market. Harlem Shake has always been about more than burgers and shakes; it is about creating a welcoming experience rooted in culture, community and great food. We look forward to exploring the opportunities India offers and building meaningful connections with consumers and franchise partners.”
Gaurav Marya, Chairman, Franchise India Brands Limited, added “Harlem Shake brings a distinctive New York dining concept to India, combining a recognisable American menu with a strong brand identity and an experience built around community and culture. Through FranGlobal’s international franchising expertise and Franchise India’s understanding of the Indian market, we aim to connect the brand with suitable franchise partners and support its expansion across key Indian territories. This partnership also reflects the growing opportunity for international food and beverage brands to enter India through structured franchise-led growth.”
The India partnership aligns with Harlem Shake’s broader growth ambitions, leveraging strategic franchise relationships to reach new markets while retaining the brand’s distinctive identity. Through Franchise India and FranGlobal, the brand will explore regional development opportunities and connect with entrepreneurs and investors interested in bringing the Harlem Shake experience to India.
Harlem Shake is exploring franchise-led expansion opportunities in India through regional master franchise and area-development models. Prospective franchise partners and investors interested in exploring opportunities to bring the brand to their respective markets can connect with Franchise India and FranGlobal for further information on partnership and development opportunities.
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