How a 22-year-old American brought Mexican food to India and built a $23 million burrito chain

Speaking to Forbes, Mueller described his entrepreneurial journey in India as 'a new American dream'.

At the age of 22, American entrepreneur Bert Mueller left the United States and moved to India with two friends, a chef, and a vision. Over a decade later, Mueller stands as the founder of California Burrito, a highly successful restaurant chain that has played a pivotal role in popularising Mexican cuisine across India.

Mueller’s inspiration took root during a college study programme that brought him to India. Speaking to CNBC Make It, Mueller recalled how a fellow student had introduced Mexican food to her Indian host family. The enthusiastic reception the cuisine received left a lasting impression on him.

“Something clicked in my head that maybe this was something I could do — I could bring Mexican-inspired cuisine to India,” he said.

Upon returning to the United States and sharing his idea with friends and family, Mueller was met with scepticism. According to Forbes, some questioned whether he had lost touch with reality. One friend bluntly told him, “Wake up. It’s not Alice in Wonderland.”

Unshaken by the doubts, Mueller relocated to Bengaluru in 2012 and launched the first California Burrito outlet. At the time, he was just 22. Since then, the business has grown significantly. As of 2024, the chain operates over 100 stores across India and recorded annual revenues of $23 million, according to CNBC Make It.

However, the journey was not without setbacks. The COVID-19 pandemic delivered a severe blow to operations, forcing the closure of 19 out of 37 stores. Despite these challenges, the company rebounded and resumed its growth trajectory in 2021.

Reflecting on the early stages of the business, Mueller admitted to underestimating the importance of marketing. “Marketing was something we totally underinvested in and really didn’t start spending on until Covid,” he told CNBC Make It. “I wish we had done this earlier — done marketing earlier.”

The company’s renewed focus on marketing has since paid dividends. When California Burrito celebrated the opening of its 100th outlet in India, the company hired influencers to promote a special deal — everything on the menu priced at Rs 100. The campaign drew an overwhelming response.

“We wound up with these incredible lines out of the stores because too many people had showed up,” Mueller said.

Speaking to Forbes, Mueller described his entrepreneurial journey in India as “a new American dream”.