Quick Service Restaurant operator Devyani International and multiplex chain PVR-Inox on May 21 announced a strategic partnership to jointly establish a firm in India for the purpose of development and operation of food courts in shopping malls. This partnership will enable Devyani and PVR-Inox to reach a wider audience and expand their market presence.
Ajay Bijli, managing director of PVR-Inox, said that the venture would help the multiplex chain to pivot into pre-ticketed F&B revenue as opposed to the current post-ticketed F&B revenue. The new firm will co-promote both, films and food.