Wow! Momo Foods is preparing to enter Sri Lanka by the end of 2026, marking its first international market for its quick-service restaurant (QSR) business. The company is also exploring expansion opportunities in the UAE, while targeting the US market in the next two years.
For its Sri Lankan entry, the company has partnered with Softlogic Corporation as the master franchisee. It plans to open three outlets in Colombo, including a Wow! Momo Asia outlet at One Galle Face Mall, a food court outlet at Havelock City Mall and a standalone restaurant at Arcade Independence Square.
Wow! Momo Foods aims to expand its presence in Sri Lanka to 20 outlets within two years. The initial rollout will also help the company understand local consumer preferences and refine its operating and partnership models for international markets.
Sagar Daryani, co-founder and CEO, Wow! Momo Foods, said the company intends to take its brand beyond India while remaining open to adapting its offerings and operations to local market requirements. He described Sri Lanka as the first opportunity for the company's QSR business to learn and establish a model for overseas expansion.
In the UAE, the company is evaluating Dubai, Abu Dhabi and Sharjah as potential markets and is in discussions with prospective partners. It is considering both joint venture and master franchise arrangements for the expansion.
The company is looking at entering the US after two years, with its experience in Sri Lanka and the UAE expected to inform decisions on market selection, menu offerings, restaurant formats and partnership structures.
Alongside its restaurant business, Wow! Momo Foods has an established international presence through its FMCG arm, Wow! FMCG, which exports products to 14 countries. These include the UAE, Oman, Kuwait, Qatar, Saudi Arabia, Bahrain, Russia, Singapore, the UK, Ireland, Germany, Mauritius, Sri Lanka and New Zealand.
Its FMCG portfolio includes momos, noodles, cup noodles, smileys and kulfi, distributed through more than 1,000 international touchpoints across modern trade and e-commerce. The company works with partners such as LuLu Group International, Noon, Amazon Middle East and Mustafa Centre in Singapore. Its products are also supplied to overseas restaurants, cafés, catering businesses and commercial kitchens.
Mithun Appaiah, CEO, Wow! Sales, said the FMCG business has expanded through market-specific distribution partnerships and an understanding of local consumer behaviour. He added that the next phase will focus on deepening its presence in existing markets, entering new geographies and strengthening its retail, e-commerce and foodservice networks.
The FMCG business is also in discussions with international retail chains to widen distribution, with its current strategy focused entirely on branded retail.
