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Veetee Fine Foods storms into RTE segment with 15 products
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Friday, 01 May, 2009, 08 : 00 AM [IST]
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MV Chandrashekar, Bangalore
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Veetee Fine Foods Ltd has stormed into the ready-to-eat space with a range of products. The company has made substantial investment of Rs 15 crore and is expected to sell 20 lakh pouches in the first year of operation.
The company has launched 15 products which include seven curries like dal makhani, dal tadka, channa masala, pav bhajji, kadhi pakora, shahi dum aloo and rajma masala. There are also two paneer dishes, palak paneer and darbari paneer makhani. Three rice dishes are jeera rice, pulao and veg biryani. There are also three combo packs: rajma masala with basmati rice, kadi pakora with basmati rice and dhal tadka with tadka rice which are available in packages of 250 grams (rice) and 300 grams (curries). Each pouch is priced between Rs 45 and Rs 49.
The production facility at Sonepat in Haryana is a state-of-the-art HACCP, BRC, ISO 22000 and KOSHER certified unit. The production capacity is 90 lakh pouches annually. The product goes through stringent quality control from procurement, production to final dispatch, to ensure the consistency in quality and taste at all levels. All ingredients are 100% natural and free from any preservatives. The entire RTE range is low cholesterol and zero percent trans fat, the company claims.
The company offers microwaveable retort packaging. It has invested Rs 10 crore for the packaging technology. It has a research and development wing focusing on highest quality parameters, taste and packaging offering, according to Aayushman Gupta, CEO, Veetee Fine Foods.
"With the retail boom, change in modern lifestyle and emergence of nuclear families, the Indian food industry is expected to grow exponentially. There is no impact of the slowdown on this sector. Convenience foods is catching on fast and becoming more relevant," he added.
According to the Neilson Retail Audit, the market for RTE is valued at Rs 80 crore and registering a growth of 30% annually.
Offering innovative and quality foodstuff to its consumers globally had been the strength of Veetee Fine Foods and hence the new "Curry Collection" in its RTE range was a step in this direction. The rationale was to offer authentic taste of Indian cuisines that were distinguished by their sophisticated and delicate use of spices and herbs, said Gupta.
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