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Interview
frequency of shopping trips. Due to shortage of yEt tO bE IntRODuCED In thE FROzEn
product availability of established brands in the FOODS CAtEGORy?
market, we took the opportunity in the pandemic Ready to Eat frozen foods in India is limited to very
to enter newer markets such as Australia, New few categories and cuisines with Potatoes and
Zealand and USA. Meat- based products having majority of the share.
Q Indian population has plethora of options from
While frozen foods abroad in countries with high
WhAt ChAnGES DO yOu SEE In thE
FROzEn FOODS InDuStRy nOW?
North Indian Snacks of Kachori and Samosa, to
We see a spike in demand of Frozen foods due
Eastern flavors such as Momos, to Gujatri Dhokla
to the pandemic, in the retail segment. Due to
of Idli, Sambhar and more. I believe slowly the
Covid-19, consumers are preferring to consume and Maharashtrian Vada Pav, to Southern Delights
food at home rather than go to restaurants. This has demand for these Indian Foods will start increasing
given a rise in demand of both Frozen Vegetables in India as well.
and Frozen Ready to Eat category. We believe
the frozen industry will keep on growing backed DO yOu bELIEvE thAt FROzEn FOODS
hAvE LOnG WAy tO GO In tERMS OF
by increase in working couples, more nuclear Q
families, demand of convenient healthy foods and tEChnOLOGy AnD vARIEty OF FOODS?
loss of cooking knowledge in newer generations. There is always a scope of improvement in
technology and introduction of new variety of
Q products. Most of the manufacturing plants
yOu hAvE vARIEty OF PRODuCtS In
thE FROzEn FOOD’S CAtEGORy? ARE
established before 2010 was made using old
yOu PLAnnInG tO IntRODuCE MORE
technology. Most of the newer plants have adopted
PRODuCtS
In thE MARKEt?
We have over 75 items in our portfolio under the the latest technologies leading to an increase
in output and better-quality product. As it is a
“Home Roots” brand. Our range includes Frozen very new industry in India, there is a shortfall of
Vegetables (Drumsticks, Green Peas, Toovar skilled manpower which hinders the progress of
Lilva), Vegetable Blends (Undhiyu Mix, Sambhar the industry overall. Some segments like Frozen
Mix), Fruits (Chikoo, Amla, Mango), Pulps (Mango, Desserts and Frozen Bakery products is still
Jamun), North Indian Snacks (Samosa, Kachori), unexplored markets in India.
Gujatri Snacks (Patra, Dhokla), South Indian Snacks
(Idli, Sambhar, Vada), Indian Breads (Paratha, GRADuALLy thE InDIAn POPuLAtIOn hAS
StARtED tO SWItCh tO FROzEn FOODS.
Naan), Gravies (Dal Makhani, Paneer Tikka Masala) Q
and Indian Desserts (Kaju Katli, Motichoor Laddu). DO yOu SEE Any DIFFEREnCE In thE
We cater to the complete palate from Starter to COnSuMER bEhAvIOuR FROM WhAt It
Desserts and anything in between. WAS WhEn FROzEn FOODS WERE nEWLy
IntRODuCED In thE InDIAn MARKEtS?
Our R&D team is always working on developing Frozen Food in India was either related to French
new and existing products which will give our Fries or Meat-based products. Things have
customers the real taste of India while having the changed now, with Amul and ITC making heavy
convenience of the food being ready in minutes. investments and trying to promote frozen food
We try to introduce atleast 3 products every sector. If more and more education is imparted
quarter with our latest offering being a range of to the consumers on frozen foods, then there will
Frozen Indian Condiments. We saw a gap in the be a huge demand in the retail industry. With
market for Indian Condiments which were clean lack of time and knowledge to cook traditional
label, 100% natural, free from preservatives or dishes and multiple entertainment options –
artificial colours and introduced Frozen Pani Puri consumers are looking for healthy and convenient
Concentrate, Khatti Meethi Chutney and Mint foods. Improved cold supply chains and more
availability of products across retail segment will
Coriander Chutney.
Q increase the purchasing options of these products
WhAt DO yOu thInK AbOut thE
and eventually lead to regular customers buying
DIFFEREnt InDIAn CuISInES thAt ARE
behaviour.
Food Marketing & Technology 42 December 2020
