The growing Tamil appetite for biryani has kept cash registers jingling across the State, with a fourfold increase in the number of restaurants serving the rice and meat (or vegetables) favourite. According to analysts who track the industry, the organised biryani business in the State is pegged at ₹1,500 crore per year while the unorganised segment records a healthy ₹4,000 crore per year. Currently, there are over 300 brands including well-known names — Anjappar, Buhari, Junior Kuppanna, Aasife Biryani, Dindigul Thalappakatti and Behrouz— that comprise the organised segment.