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Jeet Hirpara, the owner and founder of Home Roots.
The Home Roots brand was always founded by
home with an urge to have access to food cooked
at home. He has spent over 6 years away for home
and wanting to have the food cooked at home is
something everyone would love to have access
to. This urge of accessing the Indian flavour gave
birth to frozen foods with natural flavour and no
added preservatives, no artificial food colouring, or
chemicals to store food for longer period. Mr. Hirpara
speaks about the growing needs of the ready-to-cook
foods and how his aim of keeping the food safety and
health has served many non-residents.

Q We follow the most stringent global hygiene and

WhAt WAS thE IDEA bEhInD LAunChInG
hOME ROOtS?
food safety norms. We are a BRC A grade certified
Home Roots is an ode to the Indians away from
Home but craving the same home taste wherever and USFDA approved facility, which are the
highest and most recognized food safety standard
they are. I was away abroad for 6 years and the in the World. We use the latest freezing technology
biggest thing I missed other than family and – IQF (Individually Quick Frozen), which freezes
friends was the food cooked at home. The food the products within minutes rather than hours.
abroad is very localized and does not contain the Quick freezing leads to smaller ice crystals during
flavor and taste of local herbs, vegetables and freezing and keeps the texture intact for fresh
spices in India. consumption, even when thawed. The major QSR’s
like McDonalds, Burger King, Subway, Dominoes
So, we wanted to create products which were etc. use the same technology to preserve the taste
truly authentic in taste and flavour while being of the food that comes to its store from central
all natural. Our aim was also to not have any locations.
preservatives, additives, or artificial colors. Food
hOW hAS yOuR bRAnD FOuGht
which can be prepared in an easy and convenient Q
form so it can be cooked in minutes rather than thROuGh thIS GLObAL PAnDEMIC?
take hours to prepare. Food is something that This pandemic has affected everyone to some
unites us all. India has diversified foods, and each extent. Due to being in the food industry, we
place has its own specialty whereas, we wanted to were very quick to start our operations, taking
create those recipes in frozen form.
necessary permissions from local authorities, and
Q maintaining Covid-19 prevention controls. Due
WhAt ARE thE DIFFEREnt MEthODS
to covid-19 there has been a surge in demand for
OR tEChnIquES yOu uSE FOR KEEPInG
processed foods as consumers prefer to stock on
FROzEn FOODS SAFE?
products with higher shelf life and decrease the
Food Marketing & Technology 41 December 2020