California Burrito founder built $23M chain in India with 103 locations

From music to burritos

Bert Mueller’s path to founding California Burrito began with a study abroad trip to India in 2010 while completing his Bachelor of Arts in Music and Public Policy at Williams and Mary College. Before venturing into the food industry, he worked as a composer for independent films and documentaries. His transition to entrepreneurship was unexpected—Mueller initially planned to stay in India for only five years but has since built a chain with 103 locations across cities like Bengaluru, Chennai, Hyderabad, Delhi, and Jaipur.

Funding and early growth

Mueller estimated the first California Burrito location would cost $100,000 to open and raised $250,000 from friends and family to launch the business. The first store exceeded expectations, earning $500,000 in its first year—enough to open two additional locations. This early success allowed the chain to expand rapidly across urban centers in India.

Sourcing challenges and vertical integration

Adapting Mexican cuisine to the Indian market posed significant challenges, particularly in sourcing authentic ingredients. Mueller noted that Indian tomatoes, onions, and beans differ in flavor from their American counterparts, affecting the authenticity of dishes. In 2018, the company imported 500 Hass avocado trees from California to grow its own supply, but the effort faced setbacks, including crop destruction due to heavy rain and even an incident where elephants trampled the trees.

Mueller later recognized the need to grow ingredients locally, experimenting with tomatillos in Karnataka—an effort that also failed due to unexpected rainfall. These challenges highlight the complexities of vertical integration in agriculture, especially in a market with unfamiliar climate risks.

Balancing authenticity and local tastes

California Burrito’s growth required striking a balance between authenticity and approachability for Indian consumers. Mueller focused on creating food that retained the core characteristics of Mexican-inspired cuisine while being palatable to local tastes. This strategy helped the chain scale to 103 locations and achieve $23 million in revenue in 2024.

No exit in sight

Mueller’s initial plan was to stay in India for five years, but his perspective changed as the business grew. In his words: "I don’t have an exit date planned in my mind. I love India. India feels like home to me and being home, you don’t think so much about leaving." His commitment to the market reflects the potential he sees in India’s food service industry.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

California Burrito’s story is a rare example of a founder adapting a niche cuisine to a market where the core ingredients were not readily available. Mueller’s decision to vertically integrate—growing avocados and other produce—shows how startups in food and agriculture can tackle supply chain gaps, though it also highlights the risks of climate and local conditions. For founders in India’s food service sector, this case underscores the importance of localizing offerings without compromising authenticity, as well as the potential scale of fast-casual concepts in urban markets.

Key takeaways

• Founders entering India’s food service market may need to address supply chain gaps creatively, including vertical integration, to maintain authenticity.
• Fast-casual chains can scale rapidly in India’s urban centers, as shown by California Burrito’s growth to 103 locations.
• Cultural adaptation—balancing authenticity with local tastes—can be key to gaining consumer acceptance in niche cuisine segments.
• Agricultural and climate-related risks can disrupt vertically integrated supply chains, requiring contingency planning.

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