Reliance Industries, a $50-billion-plus oil and gas giant, will enter the fast-food business with its own brand next year, opening yet another front to do business directly with India’s growing young population after retail and 4G wireless services.

Mukesh Ambani has roped in Rishi Negi, COO of multiplex operator Fame India, which is partly owned by his younger brother Anil Ambani, to develop a quick service restaurant (QSR) concept within 3-4 months, two senior Reliance executives said.

Negi will spearhead Reliance’s entry into a segment that is growing at least 25% a year and where international brands such as McDonald’s and Domino’s jostle to introduce Indianised cuisines to take on popular local chains such as Jumbo King and Saravana Bhavan.

Reliance is exploring a scaleable model like McDonald’s and Domino’s, complete with a standardized menu and express delivery, the executives said. It plans both independent outlets and presence in food courts.

“The company is looking at anything suitable for Indian palate, be it Chinese, Italian or Indian cuisine,” one of them said. The Reliance Industries spokesman declined to comment. The executives said the company has zoomed in on Delhi, Mumbai and Bangalore as the tentative locations to launch the business.

“With a hypermarket format already attracting a large number of consumers, it makes sense to bundle in food as well,” one of the executives said. The company has already experimented with a fresh bakery at its hypermarkets, Reliance Mart.