Vadilal enters into RTE category
Ice cream major Vadilal Industries Limited has forayed into ready-to-eat (RTE) snacks category.
September 27, 2011 | comments ( 0 ) |
Ice cream major Vadilal Industries Limited has forayed into ready-to-eat (RTE) snacks category. The high quality ready-to-eat snack items include plain and stuffed parathas, samosas and kachoris. Soon, it will be launching spring rolls. These frozen foods, which were being largely exported to NRIs in the USA, Europe and elsewhere in the world, are now witnessing strong demand from Indian consumers with the spread of organised retail chains and change in lifestyles with the rising number of working couples and higher incomes.
Due to constraints in availability of cold storage logistics, Vadilal’s frozen foods under ‘Quick Treat’ and ‘Garden Fresh’ brands are currently available in the states of Gujarat, Maharashtra and Rajasthan at the outlets of Reliance, Food Bazar, Hypercity, D Mart, Star Bazaar and other organised F&B stores. Over the next few months, the company will expand its reach to Delhi in the north and Bangalore in the south as these are two big markets for frozen foods.
Rajesh Gandhi, Managing Director, Vadilal Industries Ltd says, “Sale of frozen parathas have zoomed from 100-200 cartons per month some time back to over 1000 cartons a month today. Similarly, samosa volumes have shot up from 400-500 in the past to 1500 cartons a month now. R&D is on to also make paneer, cheese and Malabar varieties of parathas. To cater to the strong demand for parathas in the domestic markets, Vadilal is going to invest in a new fully automated paratha line - right from encrusting, paratha-pressing to cooking and packaging.”
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