Wow! Momo Foods will enter Sri Lanka with its QSR business by the end of 2026, marking its first overseas restaurant market. Softlogic Corporation is the master franchisee. The first three outlets are planned for Colombo, at One Galle Face Mall, Havelock City Mall and Arcade Independence Square, with a target of 20 outlets within two years.
The company is also evaluating Dubai, Abu Dhabi and Sharjah in the UAE, and is in talks with prospective partners, considering joint venture and master franchisee structures. It plans to target the US after two years, using its Sri Lanka and UAE experience to decide market, menu, format and partnership approach. Sagar Daryani, co-founder and CEO, said going global is not about assuming what works in India will work everywhere, but about listening, learning and adapting.
Its FMCG arm, Wow! FMCG, already exports to 14 countries, including the UAE, Oman, Kuwait, Qatar, Saudi Arabia, the UK, Germany and Singapore. The portfolio spans momos, noodles, cup noodles, smileys and kulfi, with more than 1,000 international touchpoints across modern trade and e-commerce. Partners include LuLu Group International, Noon, Amazon Middle East and Mustafa Centre.
Mithun Appaiah, CEO, Wow! Sales, said the next phase is about going deeper in existing markets, entering new geographies and strengthening retail, ecommerce and foodservice. The business is also in talks with global retail chains and remains focused on branded retail.
