HyFun Forays into Retail Sector to Strengthen Reach Among Indian Consumers
HyFun Forays into Retail Sector to Strengthen Reach Among Indian Consumers

HyFun, one of India’s largest producers and exporters of premium frozen potato products, has entered into the retail sector with an aim to strengthen its reach to consumers across India. The frozen snack brand has made significant inroads into HoReCa and QSR segments, in both domestic and export markets.

In 2015, HyFun had set up a state-of-the-art potato processing plant in Mehsana, Gujarat.

The company will be expanding its overall manufacturing capacity of 80,000 tons to 200,000 tons by 2022. This expansion is aimed at increasing the company’s presence in the international markets and catering to the rising demand in the Indian market.

Commenting on the announcement, Haresh Karamchandani, CEO, HyFun, said, “During the ongoing pandemic, we are seeing consumers look for good quality and convenient food options that cater to their diversified taste preferences. Working professionals and homemakers are now more inclined towards simple food that is hygienic, safe, and easy to prepare. That is where HyFun products will deliver convenience and provide easy solutions for daily meals. We are excited to launch many more disruptive products in the pipeline that will entice the Indian consumer’s palette and offer a wide variety to choose from.”

“We are investing Rs 300 crore for our expansion plan, and with this, we aim to create more local employment opportunities in Gujarat. We will be taking utmost care of the involved processes to ensure the highest levels of food safety as per the food hygiene and safety guidelines issued by FSSAI,” he further added.

Varun Malik, Marketing Head, HyFun, stated, “We are planning an integrated marketing strategy with a digital-first approach. While digital platforms will be the primary medium for building up the brand and driving reach towards consumers, we will also focus on trade marketing programs & sampling drives to activate the consumers across multiple touchpoints. To build our presence online, we will also be associating with Key Opinion Leaders like Chefs, food bloggers, and other fitting influencers to make the brand more relevant.”

HyFun provides over 25 ready-to-cook frozen snacks like French Fries, Aloo Tikki, Burger Patties, Nuggets, and many more. These snacks are available through its esteemed Indian and international channel partners/distributors in Food Service/HoReCa channels.

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