“Events like AAHAR fair helps us to network, learn, and grow in the Indian food market”

Rajiv Jaisinghani, Managing Director, Meatzza

The size of the processed meat market in India, specifically the consumer side of the business where direct consumers purchase and consume the products, is estimated to be in the range of about Rs 800-1000 crore in the organised market. Various players are exploring this market with both vegetarian and non-vegetarian offerings. One such company is Delhi-based Meatzza, a frozen food company specialising in meat-based products. Meatzza has recently launched ready-to-cook packages of Mughlai chicken and mutton biryani. In conversation with NUFFOODS Spectrum, Rajiv Jaisinghani, Managing Director of Meatzza, discusses this recent development and the future plans of the company.

What are the challenges that the meat-based frozen food market in India has faced, and how have you overcome them?

The major challenges for the meat product market in India have been logistics and customer awareness. There have been instances of food safety concerns, such as the use of additives or antibiotics in meat products, which have led to a mistrust of the industry among consumers. To overcome these challenges, Meatzza has focused on educating consumers about the quality and safety of its products. We have also invested in better logistics infrastructure to ensure that its products reach customers in a timely and efficient manner. Additionally, we have implemented quality control measures to ensure that our products meet regulatory standards and consumer expectations.

How do you ensure the integrity of your supply chain and cold-chain logistics?

At Meatzza, our supply chain management team works closely with our suppliers to ensure the timely delivery of raw materials and ingredients to our production facilities. To maintain the quality and safety of our products, we use various technologies, such as temperature sensors and GPS tracking to monitor our cold chain logistics in real time. This allows us to quickly identify and address any issues that may arise. We also maintain a strict cold chain logistics system to ensure that our products are transported and stored at the optimal temperature. Our temperature-controlled trucks and warehouses ensure that our products remain fresh  and free from microbial contamination. Overall, maintaining a strong supply chain and cold chain logistics are crucial to providing our customers with high-quality and safe products. 

Microbial contamination is a significant concern in the frozen food industry. How does Meatzza maintain its quality standards and safety parameters to prevent contamination?

We use advanced technologies and equipment to ensure the hygiene and cleanliness of our production facilities. Our products are packed in airtight packaging material to prevent contamination during transportation and storage. Overall, our commitment to maintaining high quality and safety standards is evident in our products, and we continue to invest in research and development to improve our processes and technologies to ensure that our customers receive safe and high-quality frozen food products.

Could you provide an update on the freezing technology used by Meatzza.

Meatzza is currently using two different freezing technologies for its products. The first one is Individual Quick Freezing (IQF), which is used for freezing products such as chicken nuggets. In this process, each piece of meat is individually frozen, ensuring that they remain separate from each other. As soon as the product comes out of the fryer, it goes into the machine, where it is individually frozen. The product is then subjected to blasts of extremely cold air at about minus 40 degrees celsius. The product remains in the freezing air for about an hour until it is frozen right to the core at a temperature of minus 18 degrees Celsius. The second technology used by Meatzza is blast freezing or batch freezing, which is used for products like sausages and Seekh Kebab. In this process, the product is packed and then placed in a blast freezer, which freezes it. Blast freezing also ensures that the product is frozen quickly and remains frozen until it reaches the consumer.

The brand recently introduced Ready-To-Cook Meatzza biryani variants. Please update us on this and other products in the pipeline.

The company focuses on developing products that are more challenging to produce and have a longer shelf life. One such product that was recently launched is the ready-to-cook biryani variant, which took over two years to perfect. The challenge was to ensure that the rice was not sticky and did not break. Additionally, the meat used in the biryani had to be juicy and tender. The company is currently working on several other projects that are aimed at maintaining the same level of excellence in its products. Creating a frozen biryani that looks and tastes as good as freshly cooked biryani is a significant challenge that requires a lot of effort and time to perfect. We are working on various new projects that are being refined until they reach the desired level of satisfaction. You may see new products launching in the next month or two.

Being a retail product, how can Meatzza’s frozen biryani open up opportunities in the B2B space, and what are the brand’s other focus areas besides retail?

Frozen biryani can open up opportunities in the B2B space for Meatzza by catering to businesses that operate in the reselling space, such as hotels, restaurants, caterers, food halls, food stands at transportation hubs, courts, colleges and cash and carry stores. The product is convenient, hygienic, and nutritious, making it a popular choice for a variety of businesses. Additionally, the brand already focuses on all segments, including flight kitchens, QSR brands, individual restaurants, restaurant chains, cloud kitchens, and retail presences. Therefore, the brand already has a diverse focus beyond retail.

Please update us on the recent developments in the sister brands of Meatzza, Oasis, and URO.

The recent developments in Oasis and URO include the introduction of fresh chilled delicatessen products made from the finest meat and chicken, including imported pork. To achieve this, the company has imported a skin pack line, making them the only company in India with skin packaging technology. Skin packaging offers superior packaging and extends the shelf life of the product to one month. These new products are available across India, and the company is even airlifting them to distant locations such as Bangalore, Hyderabad, Kolkata, Guwahati, and Mumbai.

The brand recently participated in the AAHAR fair. What do you think is the significance of such events for the Indian food market, and what initiatives are the Indian government taking to boost the frozen food sector?

The AAHAR fair is a very significant event for the Indian food market. It provides a platform for brands like ours to showcase our products and services to a wider audience, including both retail and business customers. This helps to increase customer awareness about our brand and our products and allows us to interact directly with our customers, understand their requirements and feedback, and offer them a better product range. Apart from that, it also helps to identify potential suppliers and partners for our business. Overall, it is a great opportunity for us to network, learn, and grow in the Indian food market.

What are the brand’s future plans for expansion, product development, and international business?

In terms of expansion, we are looking to increase our production capacity to meet the growing demand for our products in India and abroad. We also plan to expand our distribution network to reach more customers and increase our market share. As for product development, we are constantly innovating and introducing new products to meet the changing tastes and preferences of our customers. We are also focusing on developing healthier and more sustainable products to cater to the growing demand for healthier food options. Overall, we aim to become a leading player in the Indian food industry and expand our presence globally.

Mansi Jamsudkar


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