Venture-funded, hot idlis in your kitchen
Summary
The company which started with ready-to-cook idli and dosa batter now sells ‘heat-and-eat’ chappatis and parathas and is also expanding in western and northern India. “Traditionally, Indians have been fond of home-cooked food but when life became hectic they slowly shifted to restaurants,” said Harish Bijoor, a brand consultant. Cashing in on the opportunity, players such as ITC, MTR Foods, Maiyas and Mothers’ Recipe have launched products in both the RTE and RTC segments. “Our experience is that both RTE and RTC are growing at a faster rate than the overall business growth, though on a smaller base,” said Seshu Kumar, National Head - Buying and Merchandising, bigbasket.com. However, cultural preference for traditional cooking and home-made food may be the obstacle to surmount for market players eyeing the large scale that India promises most businesses.