Mumbai-based Godrej Tyson Foods, a joint venture of ‘Godrej Agrovet’ and ‘Tyson Foods, U.S.A’, has been a leading player in the frozen foods space since 2008. With a revenue generation of Rs 784 crore during FY 21-22, Godrej Tyson Foods recently expanded its portfolio with more ready-to-eat and ready-to-cook (RTE/RTC) food products under its brand Yummiez. Mohit Marwaha, Assistant Vice President – Yummiez, Godrej Tyson Foods, in conversation with nuFFooDS Spectrum,, shares details about the company’s growth plans in the RTE/RTC food segment and the industry trends. Edited excerpts;
What are the future plans for the company in the RTE/RTC food segment? Are you planning to diversify your RTE/RTC product portfolio?
The RTE and RTC are one of the fastest growing segments today. During the pandemic, the market witnessed the rise of “convenience-driven consumers”. These cohorts were focused on experiencing the best of fine dine experience and taste at the convenience of their home. Thus, the segment has been witnessing double-digit growth during this period.
For our brand, Godrej Yummiez, this has been a pivotal moment to accelerate growth. As a result our revenues grew by over 40% during this period owing to higher demand and consumption across Tier 1 and 2 cities.
We continue to grow our range; and expand our vegetarian and meat-based products offerings to the consumers. From launching our Chicken Tandoori Nuggets, Murg Malai Tikka to the recently announced Chicken Galouti Kabab, we are continuously working towards sharpening and strengthening our market presence.
Who are your competitors in the Ready-To-Eat/ Ready-To-Cook (RTE/RTC) food segment and how has your marketing strategy evolved with changing times for RTC foods? How is the company using digital platforms to market the products?
The RTE and RTC has several key players; which is a fantastic news for customers. Unlike in the European and American markets, Indian consumers have been recent inductees to this segment. Culturally, we have a predisposition towards home cooked food. However, in the last few years, this phenomenon has undergone a shift. Consumers are exhibiting a flight towards value. The value perception— the combination of price, quality, and service by which consumers judge whether they’re getting a good deal – has altered; especially amongst millennial and Gen Z customers.
With the trust of being part of a conglomerate that has been serving Indian consumers for the past 125 years, Godrej Yummiez has a high recall value amongst its TG. What’s needed is to engage the cohorts of young customers to experience the brand’s value. There are two key components of our strategy to approach this changing market – variety and availability.
Digital avenues are at the fulcrum of our strategy to reach this audience. From digital market, performance marketing, and influencer engagement to utilisation of our owned media platform which reach out to over millions of customers – we are present where our customer is.
Another key aspect is that of variety. Today, we have one of the most diverse product portfolios available to Indian customers in the RTE /RTC segment. The sheer range that Godrej Yummiez provides is immense – from desi kababs-tikkas to exotic sausage-salamis that melt in one’s mouth, to smooth cheese corn nuggets to spicy masala burger patty which are like little slices of heaven, there is something for everyone from Yummiez!
All Yummiez products are frozen with the IQF or individually quick-frozen technology. How does IQF help in keeping all these frozen foods fresh?
Interesting and a very important question. With IQF or individually quick frozen technology, there is a minimal formation of ice crystals, and this helps the product to keep its texture until first defrost. As the name suggests it like individually each piece of the product is frozen. The freezing provides a protective layer, preserves the nutritional value of the food, and at the same time, the original flavour is locked-in. Thus, frozen is one of the best form of fresh.
What do you think are the unique features of Godrej Yummiez’s RTE/RTC foods vis-à-vis other RTE/RTC foods available in the market?
Though it sounds very cliché but three things which make us stand out are: Taste, quality and variety suited to Indian palate.
What kind of measures do you take to ensure the health and nutritional components of the RTE/ RTC dish?
The Indian household and palates are still recalibrating post the pandemic. Mealtimes and snacking are more and more turning into bonding time. By providing a convenient meal solution that takes only a few minutes for preparation without an iota of compromise on the taste and texture of the food served at their favourite fine dine restaurants, Indian consumers are looking at relishing their favourite recipes and snacks at home. Our mission is to deliver the best culinary experience to our customers in terms of quality, taste, and nutritional value. Our recipes are prepared according to Indian consumer palate and nutritional needs.
What is the current size of the RTE/ RTC food market in India? What are your thoughts on the growing RTC and RTE trends in India? What are the factors driving the demand or likely to yield more demand for RTC foods?
According to analysts and research, the frozen food market is estimated to be an Rs 3500 crore market. RTE/RTC is a sub-segment of this pie which is estimated to grow at double-digits in the next few years. As mentioned, this is a fast growing and developing market. The pandemic and the subsequent lockdown acted as the unexpected catalyst for this market. In addition to this, consumers today are more aware and exposed to global trends. Consumers are now upwardly mobile, have lesser time to invest in cooking, but renewed aspiration to try newer cuisines and enjoy food experiences. This enhances the desire to experiment with the category, variants, and brands in the RTE/RTC segment.
In comparison with other countries, is the RTE/ RTC market in India facing any major challenges?
From the consumer’s side, perception war is the biggest impediment of this segment. Indian customers were never so akin to the concept of RTC/RTE. Today, this is changing at a fast pace – not just in metros but also Tier 2 and 3 cities. There are of course logistical, supply-chain and manpower challenges that persists in the market, but the industry is working to resolve them.
Mansi Jamsudkar
(mansi.jamsudkar@mmactiv.com)