Comments
Export-oriented companies in the ready-to-eat segment see an opportunity at home, in the space vacated by Maggi.
Companies such as Gits Food and ADF (American Dry Fruits) India, which already comply with FDA (Food and Drug Administration) norms in other countries, are hoping to fill the vacuum in the noodles category with their own ready-to-eat brands.
“While Maggi is a black dot on packaged food companies, there is also an opportunity… We can fill the gap in noodles with our ready-to-eat brand under Gits.
“Almost 40 per cent of the Gits brand is exported and it is FDA compliant in countries like the US and Japan and the same products are offered to Indian consumers. If all the packaged food players come together, we can break this myth,’’ says Sahil Gilani, Director, Sales and Marketing, Gits Food Products.
The ready-to-eat segment may be much smaller than the noodles category in packaged food, yet the fact that most of these brands are exported would give them better credibility amongst Indian consumers wary of buying packaged food.
“Maggi may be a much bigger brand than Gits, but the fact that we are FDA-compliant in overseas markets gives us more credibility among Indian consumers,” adds Gilani.
According to Bimal Thakkar, Managing Director, ADF Foods, an export-driven company that offers Soul brand of ready-to-eat packaged food in India, “Unlike noodles, ready-to-eat foods as a category is still evolving in India. We are FDA-compliant in 45 countries and offer the same packaged ready-to-eat brand Soul in India as well. There is an opportunity to grow this segment as there will now be no ambiguity and the FSSAI will come out with clear rules for this segment.”
Healthier optionBesides, it is not just about building credibility due to their export status but also the fact that healthier options are being included to build faith among consumers.
“Benchmarks and standards will go up among packaging companies. In our case, we have not lowered our standards for the Indian market and will continue to have less sodium and provide hygienic ready-to-eat food products for Indian consumers,” added Thakkar.
Comments
COMMENT NOW
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.