Talk held by 5 CMOs on ‘kitchen hack’ brands


The frozen food market is  in the section of ready-to-eat, ready-to-cook, ready-to-drink, and others; by types into frozen fruits and vegetables, frozen meat and fish, frozen cooked ready meals, frozen desserts, and frozen snacks. Hence, the freezing technique into individual quick freezing and other freezing techniques by distribution channels of the supermarket, hypermarkets, convenience stores, online channels, and also the online geography.

“A chat with executives from ITC, Mother’s Recipe, id Fresh Foods, Jubilant Food Works, Nilon’s about the ready to cook segment, at CMO week -2nd edition’’.

Associated with the CMO week, there was an interview conducted for marketers from the different product groups. The first half of the interview dealt with the ‘packaged instant food’ market, ready-to-cook segment, which consists of products that could endure time -challenges. The panelist of this session includes Ashu Phakey, vice president and Business Head -Frozen and Fresh Foods at ITC. Shailesh Dev Khurana, chief operating officer at Mother’s Recipe- Desai Foods Vikran Sabherwal, Senior Vice President -New Business and Business Head – FMCG at jubilant Food Works.Rahul Gandhi, chief Marketing Officer, id Fresh Food.

During the interview, ITC phakey mentions that the frozen food category has witnessed rapid growth in the last 12 months. Growth was increased up to 3x over the last year. The freezer, today, is the new pantry. This category has shifted from being a’ one product category to one which has plenty of products. Consumers are waiting for versatile products. ITC master chef, frozen snacks range from kebabs, corn, beetroot, rajma, chicken. After struggling for the past few months, Khurana of Mother’s Recipe has introduced a portfolio of Indian chutneys (including samosa, bhelpuri, and schezwan chutneys.

We could analyze that the growth for the packaged food business was very high across various channels, modern retail, general trade, e-commerce, and government channels. Their biggest hit was in general trade, in the e-commerce section. According to the report of ID Fresh food Gandhi, nowadays, ready-to-eat parathas had a huge demand. Giradkar of Nilon stated that social media has played a vital role in the frozen food market. Most of them desire to blog on their favorite recipe, as well as, the marketers are also following the same process.

Afterward, the panel discussed the distribution and home delivery models and the need for a chiller. They have also talked about the challenges faced by them and they have planned to reduce the size of consumption packs.

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