Expat Daily Spotlight: Brijesh Agrawal on Expanding Belgian Le Pain Quotidien with 100 Outlets Across India

In this edition of Expat Daily Spotlight, we speak with Brijesh Agrawal, Director at Bake & Brew and the Master Franchise partner for Le Pain Quotidien (LPQ) in India. Known globally for its artisanal breads and mindful dining concept, Belgian bakery-restaurant is staging a carefully planned comeback in India.

Brijesh shares why now is the right time, how the brand is adapting to India’s evolved food scene, and what sets LPQ apart in a competitive and health-conscious market.

Q: Le Pain Quotidien had to pause operations in 2020. Why does it feel like the right time now for a comeback?

Le Pain Quotidien, with its strong presence across 20 countries including India, has built a loyal global following for its authentic bakery-cum-all day dining concept focused on wholesome, mindful eating. In India, we see a very clear opportunity now. Post-pandemic, consumer behavior has shifted - there’s a rising demand for better-sourced, health-oriented dining experiences where quality, authenticity, and community connection matter.

There is a visible need-gap for global formats that combine healthy, artisanal food with a welcoming atmosphere. After the earlier exit, which was largely due to an undercapitalized partnership, Le Pain Quotidien was carefully seeking the right strategic partner. At the same time, we at Bake & Brew, backed by the Nalanda Group, were looking to diversify into the premium food and hospitality sector.

It turned out to be a perfect match - a coming together of shared vision, long-term commitment, and operational capability. With a strong financial foundation and professional management team, we are confident that the time is right to reintroduce the brand to a much more mature, appreciative Indian audience.

Q: India’s food scene has changed a lot in the last few years, especially in metros. How are you approaching it differently this time?

We are approaching the market with a far more evolved understanding of today’s Indian consumer. When Le Pain Quotidien first came to Mumbai around 2010's, the brand was loved for its fresh artisanal approach, but the broader market wasn’t as ready for mindful, healthy dining experiences. Today, the consumer is far more aware, discerning, and values authenticity deeply.

We are retaining the soul of Le Pain Quotidien - the artisanal breads, wholesome meals, and community-driven spaces - but also localizing smartly to fit contemporary Indian lifestyles. Our focus is on thoughtful menu adaptations, intelligent store formats, and creating dining spaces that feel global yet intimately relatable.

The biggest change is also in our operational model - with a strong, professionally managed team on the ground, ensuring consistency, quality, and brand integrity at every touchpoint.

Q: What’s your expansion plan for India over the next few years?

We are starting with a clear, focused plan. In 2025, we will have two flagship restaurants in Mumbai - one at Phoenix Palladium in Lower Parel and another in the neighborhood that reflects Mumbai’s cosmopolitan and aspirational spirit. These two locations will set the tone and standard for what we want Le Pain Quotidien to represent in India.

Following Mumbai, we plan to expand carefully into Pune, Bengaluru, Delhi NCR, Hyderabad, and other major urban centers. Over the next decade, the vision is to build about 100 outlets across India by 2035, ensuring that every location upholds the brand’s global values while adapting meaningfully to local contexts. Our expansion is designed to be sustainable, experience-driven, and strategically phased - not a rush to just add numbers.

Q: The Indian dining scene is full of strong local players now. How will Le Pain Quotidien carve its space?

Le Pain Quotidien stands apart by offering something deeper than just a meal - it offers a way of living better. Our differentiation comes from the quality of our ingredients, the artisanal nature of our food, the warmth of our spaces, and the sincerity of our brand story. In a crowded market where many brands compete on trends, flash, or pricing, we are building something more timeless - a place where consumers can trust the food, enjoy honest ingredients, and experience a real sense of community.

The professional management team at Bake & Brew is fully aligned with the brand’s global vision and is focused on operational excellence to ensure that every guest experience is consistent, authentic, and memorable. Our belief is that loyalty will come not through marketing noise but through real, meaningful experiences.

Q: Will Indian consumers see any changes in the menu or experience this time?

Yes, while staying true to the Le Pain Quotidien spirit, we are thoughtfully adapting parts of our offering for Indian consumers. About 80% of our menu will retain the brand’s global favorites - artisanal tartines, bakery classics, nourishing bowls, and wholesome breakfasts - while 20% will be localized to feature regional ingredients and flavors that suit the Indian palate.

We are significantly expanding our vegetarian and plant-forward selections to align with local preferences. Importantly, while we are adapting, we are not compromising on the brand’s core principles of best-sourced, high-quality ingredients and artisanal preparation. Even in the restaurant design, while the rustic Belgian charm remains, there will be subtle touches to make the spaces feel both global and relatable to Indian sensibilities.

Q: Indian consumers are getting serious about health, sustainability, and plant-based eating. How will Le Pain Quotidien address that?

Sustainability and mindful eating have always been at the heart of Le Pain Quotidien, and that commitment will be even stronger in India. Our menu will prominently feature plant-based options and nutritionally balanced dishes, supported by a “Better Choice” marker to help guests make healthier selections easily.

We are committed to responsible sourcing practices - selecting the best ingredients wherever possible and minimizing our environmental impact through eco-conscious packaging and waste reduction initiatives. For us, these are not marketing strategies; they are part of how we believe a modern, responsible brand should operate.

Our goal is to offer Indian consumers not just great meals, but meals that they can feel good about - good for them, and good for the planet.