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Pakistan's most-loved food brand 'National Foods' now in India
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Saturday, 21 July, 2007, 08 : 00 AM [IST]
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Meghanadan S, Mumbai
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f masalas named 'National Recipe Masala' in vegetarian and non-vegetarian variants especially for Indian palate, National Foods Limited, a Pakistan based food company and one of the largest in the business, is now all set to charm the Indian market.
The whole new range of exotic products represents Pakistani cooking at its best. Each pack is an easy-to-use 'Complete Recipe Masala' containing whole as well as ground spices - simply add the recipe masalas to fresh vegetables or meat, and cook up your very own Pakistani delicacies. While Pakistani food is primarily a vivid blend of masalas for non-vegetarian meals, each recipe has a vegetarian option, especially for Indian consumers.
The products will be available at good A and B category outlets and also at high quality meat/chicken shops. They are priced at Rs 25 and would be offered initially in 10-12 different variants covering each of the major styles of Pakistani cuisine. National Food is imported and distributed by Rai & Sons in India.
Speaking on the products, Zahid Majeed, corporate director-marketing, National Foods Limited said, "Over the last two years we have been overwhelmed by the warmth, openness and curiosity of Indian consumers towards our products. We began by testing our products at consumer exhibitions like ICE and Aahar, and then test marketing in selected retail outlets in Delhi and Mumbai. Inspired by the response we have extensively studied the Indian market and our product development team has tried to create products with variants that will hold tremendous appeal to the Indian consumer."
Zahid is not worried about the existing competition from Indian companies. "Based on our test marketing in stores in Delhi, exhibitions and also the consumer research we are very optimistic that a healthy niche exists for Pakistani specialty Recipe Masalas in India. Assisting us, our consultants Rabo Bank India have developed an excellent, detailed business plan for us to make sure that we can compete in the Indian market," he said.
So, will there be a rush of Pakistani food and beverage companies into India? "Only companies who carry a conviction that in the near future the Indian sub-continent will become one giant market will venture in at this time as the costs of entry are high in terms of market research, finding the right partner and trade barriers. At National Foods we are confident that trade between India and Pakistan will flourish in future and we are willing to invest based on that conviction."
The company is planning to roll out their products over the first year into selected A & B Class Retail outlets and gradually expand our coverage of this vast, challenging, diverse market.
"Finally, we would welcome Indian brands to work with us as partners in Pakistan as I am sure that the warmth and desire for Indian brands is equally strong in Pakistan," he said.
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