How a US Student Turned a College Trip to India into a $23 Million Business

When Bert Mueller picked India instead of Europe for his study abroad program, people were hardly placing bets that it would lead to the establishment of a company worth millions. While many of his fellow students chose the well-trodden paths of Spain and Italy, Mueller opted for the narrow, less-frequented roads of India, the places not covered in the guidebooks. Aside from kindling his personal passion for India, his years there also sparked the idea for a chain of Mexican-inspired restaurants he calls California Burrito, which now has more than 100 locations across India. Back in Bengaluru, where he runs the operation, he's plotting the company's next move. 

The concept of bringing Mexican gastronomy to India germinated in 2011 when Mueller, with childhood friends Dharam Khosla and Gaelan Connell, established their first outlet. At the time, the Mexican flavor profile was mostly a mystery to Indian diners, making our launch a rather daring and risky proposition.

From Modest Beginnings to a $23 Million Revenue Stream

The venture began with an initial investment from close family and friends of the founders, who together invested around USD 250,000. Their first-year revenue, close to USD 500,000, was a promising start for a brand-new concept in a competitive market. Fast forward twelve years, and the brand now generates around USD 23 million annually. This figure is even more impressive when you consider the devaluation of the rupee over the same period (from approximately INR 44 to about INR 85 to the dollar).

Even with the remarkable figures he has posted, Mueller has remained down to earth. He lives on a budget that is modest by American standards but puts him in a pretty comfortable place. He spends around $150 to $200 monthly on groceries, and about another $100 dining out, with a lifestyle focused more on building the business than on making himself too comfortable.

Navigating Challenges in a New Market

Accomplishing success was not without its hurdles. It meant steering through an unfamiliar legal system, building a supply chain from scratch, and convincing consumers in a diverse marketplace to embrace a never-before-seen cuisine.

Mueller's ambition for California Burrito goes well beyond the present 103 outlets. He sets his sights on reaching 300 locations by 2030, and in the methodical way he has built the company so far, there's little reason not to expect he'll hit that target. In the same stretch of time, he hopes to make the brand a household name across India. Following that expansion, an initial public offering is very much in the cards, which should grease the wheels for the next phase of the company's growth.