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September 1, 2001
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Money > Business Headlines > Report September 1, 2001 |
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ITC to launch cuisine items from its Hotels' stableBS Corporate Bureau ITC will follow up on the launch of 'Dal Bukhara' with the introduction of ready-to-eat packaged ethnic cuisine items from its other famous heritage cuisine restaurants in ITC Welcomgroup hotels. According to corporate sources, items that are being considered and tested for launching during the next few months include a dal from the famous Dakshin restaurants, 'Kundan Kalia' from Dum Phukt, and other vegetable kormas and non-vegetarian dishes. The heritage cuisine restaurants of ITC-Welcomgroup hotels enjoy popularity among the global business travellers. ITC's food business will, therefore, tap the existing export potential that exists for these ready-to-eat ethnic cuisine items. In addition, India's foods market alone is estimated to be of the order of Rs 1000 billion a year. According to the sources, many other players in the hotels and restaurants business will be eyeing to get a slice of this market by retailing their products. Packaged food products are already being retailed by players such as Wimpy's and Nirulas. Several FMCG companies have also stepped up focus on the ready-to-eat segment. This includes Dabur, Tasty Bite, south-based MTR and so on. ITC is entering the packaged gourmet foods business as a part of its strategic endeavour to develop new product lines by synergising its proven competencies. These packaged foods will be marketed under the umbrella brand of 'Kitchens of India'. At present, canned Dal Bukhara (also known to be the signature dish of ITC) is being retailed at major supermarkets in New Delhi. The company tends to gradually launch 'Dal Bukhara' in other major cities in the country. According to an ITC official, an in-house expert team comprising of a food technologist and a master chef personally supervise the entire process of manufacture of these packaged foods. State-of-the-art technology, backed by highly developed processes and stringent quality control, ensures that the packaged food retains its original aroma and taste, he says. In addition, no preservatives are added to the packaged food items. Powered by YOU MAY ALSO WANT TO READ:
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