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Variety is the spice of life. Much more so in India where regional, local and personal tastes determine food choices. It makes an extremely difficult market for new and organized brands in the food service business to scale up beyond ₹100 crore, says a report Redseer. Not only is a brand expected to scale beyond a city, it must also expand its food options to bring in more customers that allows them to scale. The best way for organized players is to take the ‘House of Brands’ route, the report suggests.