"Instant Indian" is Ready to Make the Frozen Food Category More Exciting

Efforts have been made to design Instant Indian range as natural, meaning these foods contain natural ingredients. Besides, Instant Indian does not alter the taste of home-cooked food in any way.

30 Dec 2009 --- Neesa Agritech P Ltd (NAPL), a leading agri-biotech company, has announced its foray into the Frozen Foods Business with the brand name of "Instant Indian". NAPL has planned to launch all major category of the food i.e. Curries, Breads, Rice, Snacks & Desserts. "We are targeting Indian market as well as overseas ethnic market in US, UK & Gulf to harness the new consumer trend and to make the category more relevant and exciting for consumers and channel partners", said Mr Sanjay Gupta, Group Chairman. The Instant Indian ranges are designed to suit the ethnic Indian pallet. Products are slated for market introduction by early 2010.

Today's hectic and fast lifestyle, long working hours and the growth of double-income families have drastically changed the way a family eats. Designed keeping in mind Indian cooking habits and the Practice of home cooked meals, Instant Indian can be easily incorporated in the daily diet with the minimum of effort.

Mr. Gupta added, "The greatest challenge of modern living is to strike a balance between coping up with 'hectic & fast schedules' on one hand and eating proper on the other hand. NAPL, as an agri-biotech company has realized this and have focused on providing the products to address this consumer need. With the new Instant Indian range, the Indian housewife can now have much better control over the family's well being ".

Efforts have been made to design Instant Indian range as natural, meaning these foods contain natural ingredients. Besides, Instant Indian does not alter the taste of home-cooked food in any way. So it involves no compromise in one's eating habits either on time or convenience or taste! In addition, Instant Indian provides versatility and can be incorporated into any home-cooked meal.

"NAPL has decided to look for new ways to drive value in the frozen ready to eat food category", said Mr. Devesh Rastogi, Business Head of the Food Division. "Initial product trials have got a good appreciation by the trendy consumers. Company is looking forward to create a good value preposition for channel partners as well as trendy consumers." Mr. Rastogi added.