In fact, the RTC segment was one of the rare categories which saw surging sales during the peak of the first lockdown when sales of most other segments declined. For instance, Azim Premji-backed iD Fresh noted that the sale of its parotas overtook flagship idli batter revenue for the first time. India's ready-to-cook segment saw brisk sales every month since the pandemic-led lockdowns last year as people ordered in a variety of foods-from iD Fresh Food’s malabar parotas to ITC’s rajmah galouti kebab and Mumbai vada pops-to bring the dining-out experience home. Last year, the consumers were not prepared but this year they are prepared and are beefing up their pantry accordingly,” added Bist. “This year, the growth of snacks and RTE will perhaps be more due to the second wave as people continue to stay indoors. The company had conducted a study about its brand with consulting firm Kantar Worldpanel which highlighted the growing positive mindset about RTC and RTE segments amid the pandemic prompting the New-Delhi headquartered company to launch the sub-brand. “Research showed that consumers are not going out and are reproducing the same consumption of products, like pasta and pizza, at home,” said Shardul Bist, chief marketing officer of Modi Naturals. The product expansion comes as the brand expects to widen reach and compete with rivals such as Del Monte and Di Sano as Indian consumers switch to home-cooked food with the second wave of Covid-19 rapidly spreading in India. The edible oil and snacking products company will sell peanut butter spread and RTC pasta under the new brand. Modi Naturals, the maker of olive oil brand Oleev, is launching sub-brand Oleev Kitchen in June to enter the trending Ready-To-Eat ( RTE) and Ready-To-Cook (RTC) segments.
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