I Left The U.S. For India And Built A $23M Burrito Business

For entrepreneurs, moving to a new country can be both exhilarating and daunting, a fact that is especially true for those venturing into the bustling landscape of India. Bert Mueller, a 35-year-old American who has spent over a decade in Bengaluru, knows this all too well. He describes India as not merely a destination for business but as a profound learning curve—one that continually challenges and reshapes individuals. In sharing his journey, he offers valuable insights into the unique relationship between culture, business, and personal growth in one of the world’s most dynamic economies.

India is a land rich in diversity and complexity, effectively serving as an extensive classroom for all who seek to understand its intricacies. “If you find monotony dull, if you find comfort boring, then India is a perfect place to be,” Bert states, encapsulating the country’s unpredictable charm. In India, every day can lead to new experiences, forcing individuals, especially foreigners, to adapt quickly and think on their feet. The chaos of its streets, the vibrancy of its marketplaces, and the commotion of its social fabric create a backdrop that requires resilience and flexibility from anyone looking to thrive.

When Bert decided to dive into India’s culinary scene by opening a Mexican-inspired restaurant in a country dominated by a handful of fast-food chains, he faced skepticism. “At that time, Taco Bell was the only notable name in Mexican cuisine,” he recalls, reflecting on the challenges his venture, California Burrito, would soon encounter. Over the past twelve years, he has grown the brand from a single establishment to an impressive network of 103 stores, generating $23 million in revenue—an incredible leap from the half-million generated in the first year. This remarkable growth trajectory is a testament to the allure of Mexican cuisine in a market hungry for new and diverse food options.

Bert’s journey into India began long before his business aspirations took root. Originally from Silver Spring, Maryland, he studied music and public policy at the College of William & Mary. His inclination towards adventure and a desire for a radical cultural shift led him to India during a study-abroad program. Unlike his peers who opted for European destinations, Bert was undeterred by the unfamiliarity of India, which only fueled his eagerness to explore, learn, and eventually settle. “I remember my first trip—everything was so crazy and different,” he says, with a gleam of nostalgia. As he navigated through India’s complex landscape, his adaptability set him apart from others, many of whom struggled with the stark contrasts compared to their American upbringing.

Over time, Bert has managed to turn the challenges he faced into learning experiences. Living in India certainly comes with its frustrations—be it bureaucratic hurdles or the unpredictability of daily life. “Patience is the right strategy here,” he advises aspiring entrepreneurs, emphasizing the importance of remaining calm and resilient amidst the chaos. This philosophy reflects an overarching theme in Indian culture, where spontaneity and flexibility often lead to unforeseen opportunities.

However, relocating to India did not come without its health challenges. After a remarkable thirteen-year stint without major health issues, Bert encountered dengue and typhoid in quick succession. These experiences are a stark reminder that while the cultural journey may be enriching, life in India can present unique health challenges that might not be as prevalent back home. Nonetheless, these obstacles have not deterred his commitment to his vision. In his words, “I never doubted that I had made the right decision.” The personal growth he has experienced while interacting with this vibrant culture has only strengthened his resolve.

One of the most pivotal moments for Bert came from observing the joy his friends’ families found in food. Inspired by the rich tapestry of Indian flavors, he saw an opportunity to introduce Mexican-inspired cuisine to the market. Gathering support from friends and family, he successfully raised $250,000—well above the estimated $100,000 needed to open their first store. This financial backing laid the groundwork for what would soon become a culinary sensation appreciated by both locals and expatriates alike.

As California Burrito expanded, Bert discovered that growing fresh ingredients was essential to creating authentic recipes. In 2018, they imported 500 Hass avocado trees from California to sustain their dishes. Yet, the journey wasn’t without its hiccups. Wildlife interference—specifically elephants trampling a portion of the fledgling avocado farm—required quick thinking and adaptation, as is often needed in Indian business. “We have worked hard to make the food taste like it is from California or Mexico,” Bert notes. This determination extends to building a supply chain that can deliver flavors familiar to both Mexican and Indian palates.

By dissecting the financials behind the business, Bert reveals key insights into the operational challenges he navigated over time. With food costs comprising around 37%, labor at 12%, and real estate at approximately 9%, understanding the economics of operating in India remains critical for any business owner. Their profitability model, riding on efficient cost management and a strong brand presence, sets a benchmark for food entrepreneurs across the country. Bert’s ambitious goal is to grow California Burrito to 300 stores by 2030, with an eventual Initial Public Offering (IPO) on the horizon.

Throughout his journey, Bert has embraced the multifaceted nature of life in India, viewing it as part of an incredible growth story that is continuously unfolding. “Witnessing the transformation and change in people’s lives is powerful,” he shares, emphasizing the profound connection between personal experience and larger societal shifts. As India continues to emerge on the global stage, those who choose to immerse themselves in this ever-evolving narrative find both challenges and rewards waiting at every turn.

For those inspired by Bert’s story, diving into a new venture in India means embracing the unpredictable with open arms. It requires an open mind, a willingness to learn, and above all, a readiness to adapt to a culture that is rich, colorful, and ever-changing. Whether through culinary exploration, innovative business practices, or personal growth, those who venture here often leave with not just stories of professional success but enriched lives steeped in vibrant experiences.