Biryani Caterers is a new food brand launched by three partners that provides high quality biryani. It will initially launch in some major Pakistani cities. The brand sees opportunities in the large market and demand for biryani. However, it is not well known yet and has limited funds. The brand will target youth, professionals and families across urban areas. It will position itself based on the delicious taste and as a place for fun gatherings. The marketing mix involves selling biryani in boxes for takeaway and at franchises with dining, targeting upper-middle and upper class consumers. An event at a university received positive feedback.