Behrouz Biryani's Golden Spoon Returns for Dhanteras

This Dhanteras, Behrouz Biryani resumes the joyful Golden Spoon of Fortune, turning every meal into a celebration of prosperity and family togetherness. Last year, the campaign resonated nationwide as customers each found a golden-plated spoon in their delivery. The symbol of new utensils bringing good fortune sparked extensive social sharing, with families embracing the festive shagun.

When stock ran low for late-night orders, the Behrouz team acted swiftly, scouring cities for availability and arranging deliveries via Genies, Ubers, and Borzos to ensure every missing spoon reached its home. The gesture underscored the brand’s care, connection, and joy.

This year, the Golden Spoon returns, by popular demand, for 24 hours only on Dhanteras, October 18. Each spoon arrives wrapped in a royal blue sleeve bearing the message “A Golden Spoon, for your Khushhali and Good Fortune.” The spoons symbolise abundance and happiness to be shared with family and friends. Customers may place the Golden Spoon on their festive or celebratory table or keep it as a decorative reminder of abundance, underscoring that love and consideration form the bedrock of cherished family customs.

Nishant Kedia, CMO of Rebel Foods, commented, “Building on the Golden Spoon tradition, we’re bringing it back this festive season to deepen our connection with customers and families. The Golden Spoon is more than a symbol—it represents prosperity, togetherness, and the joy of sharing meals with loved ones. Through this campaign, we aim to honour age-old customs while creating new memories around the table, reminding everyone that every meal can be a moment of celebration. It’s our way of adding a touch of festivity and meaning to the dining experience, making this season truly special.”

Divya Divakaran, Brands Comms & Social Media Lead at Rebel Foods, added, “Some ideas begin as marketing, but end up touching hearts—the Golden Spoon was one of those. What started as a simple nod to Dhanteras last year became a moment of connection between us and our customers. Families unwrapping their biryani and finding a small fortune symbol inside—it was incredibly wholesome. This year, bringing it back felt less like a decision and more like an emotion we owed to everyone who made it special.”

The campaign will run across all digital platforms for one day on October 18 in Mumbai, Pune, Hyderabad, Bengaluru, Chennai, and Delhi NCR, giving customers the chance to take home a slice of festive prosperity with their biryani.