Modi Naturals Ltd Forays in Ready-to-Cook and Ready-to-Eat Segments

The foray into RTE and RTC segment will see Modi Naturals expand in the food category with a robust plan to invest up to Rs 100 crore in the next few years
Modi Naturals Ltd Forays in Ready-to-Cook and Ready-to-Eat Segments

Modi Naturals Ltd, which is an FMCG company, has announced its foray into the ready-to-eat (RTE) and ready-to-cook (RTC) segment. The company has launched its first peanut butter range under the sub-brand, Oleev Kitchen. With this launch, the brand affirms its idea ‘good health is at the center of happy living’ by offering healthier products with no compromise on taste to appease the Indian taste palate. 

“The pandemic has resulted in a drastic change in consumption patterns and perceptions of people. With the growth in at-home consumption and emphasis on consuming healthy products, there has been a massive surge in demand for ready-to-eat products that are healthier. We aim to create a product with a focus on taste, nutrition, and convenience,” Akshay Modi, Managing Director, Modi Naturals Ltd, said.

The pandemic-induced lockdown saw Indian households experiment and reinvent their culinary habits and lifestyle. Taking this opportune time, the company conducted a study with the Kantar World panel that shared insights on the growing positive mindset about healthy eating, conscious cooking but with less time consumption. This gave birth to the idea of expansion in the RTE and RTC category and paved the way for the company to enter the segment.

Entering New Segments

The foray into RTE and RTC segment will see Modi Naturals expand in the food category with a robust plan to invest up to Rs 100 crore in the next few years. The new RTE peanut butter line will boast two variants - crunchy loaded with chunky, crunchy bits and creamy.

In addition, the company plans to launch new products and categories that will be leveraging their FMCG distribution in general trade along with modern trade stores and e-commerce. For launching their food range, it has roped in Chef Kandla Nijhowne.

“For the first year, we are looking to generate about 3 percent of our business from Oleev Kitchen. Going forward, the target is 5-10 percent.  Our decision to launch a sub-brand was to meet the current consumer needs and provide the necessary nutrition along with a delicious taste. The brand launch will also help us enter the ever-growing market and create our presence,” Modi said.

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