The organized retail chain of Mother Dairy, Safal is all set to foray into the frozen snacks market by introducing aloo tikki that is dominated by McCain until now. It has been announced that Safal’s aloo tikki will be made available through the modern and traditional retail stores across the country by the end of this month.
Safal appears to be all set to cash in on the frozen snacks market segment as the firm has ventured into the same when the potato prices have dropped by over half in the past month.
Regarding this, Pradipta Sahoo, business head (horticulture), Mother Dairy Fruit & Vegetables said that the frozen vegetable snacks market in the country is currently estimated to be Rs 1,200 crore and there is a potential for the segment to grow further. The executive added that adding to their frozen fruits and vegetables business, the firm has entered the frozen snacks segment with ethnic Indian taste such as methi.
The firm will be making use of its existing channel partners in order to market its frozen snacks and the executive added that they will be made available at over 400 stores in NCR andDelhi. The modern retail outlets such as Spencers, Reliance Fresh and Metro Cash n Carry will be selling the frozen snacks from Safal.
Safal is in plans to obtain large volumes of potatoes in advance to avoid the price fluctuations and they have developed an infrastructure to store potatoes. The firm has benefits as it directly procures vegetables and fruits from 10,000 farmers spread across 14 states in the country. Sahoo added that they procure 400 to 500 tonnes of vegetables and fruits everyday to meet the demand of consumers.
Safal is focusing to achieve a turnover of Rs 720 crore in the fiscal year 2015, while it is getting Rs 640 crore in the last fiscal. The executive added that the firm is growing at CAGR of 15 percent and the frozen snacks segment is believed to prompt this growth.