The Hindu Business Line : Veetee Foods enters ready-to-eat segment

Kochi, July 25 Veetee Fine Foods Ltd, producer and exporter of Basmati Rice, has announced its strategic entry into ready-to-eat segment (RTE) by launching a range of products in the Kerala market.

Mr Aayushman Gupta, Chief Executive Officer, Veetee Fine Foods, said the company had strategically tapped the RTE segment considering the gaining acceptance of Indian cuisines worldwide. The Indian food industry is expected to grow exponentially with the retail boom, change in modern lifestyle and emergence of nuclear families, he said.

The company has introduced a range of curry collection, which includes 30 dishes, 16 curries, seven rice dishes, two soups, two desserts and three combo meals. Research is being conducted on another dozen dishes. There are also plans to add healthy dishes in the existing repertoire, Mr Gupta said.

The products will be retailed at all modern retail formats and traditional outlets that have premium imager. The company has made a substantial investment of $ 3 million and expects to sell two million pouches in the first year of operation, he added.

More Stories on : Strategy | Foods & Food Processing | Kerala

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