Vadilal will double its processed food sales in the next three years.:By Sachin Murdeshwar

Vadilal to double processed food sales to Rs 100 cr

Mumbai, November 7, 2012.(Sachin Murdeshwar):Vadilal Industries Ltd is planning to double its processed food revenues to over Rs. 100 crore in next three years on the back of growing demand for its large variety of frozen processed foods in domestic as well as export markets. Vadilal, widely known as the second largest ice cream player in India is also amongst the largest branded processed food players in the country and has been one of the pioneers in exports of Indian frozen food products.

With a brand new packaging, the company is going to aggressively grow this business in India and globally under the ‘Quick Treat’ brand. After having established a strong presence in Gujarat, Mumbai, Rajasthan and UP for domestic markets, Vadilal will soon expand in a big way in the National Capital Region (NCR). Thereafter, it will tap all the major cities in the south, north and east. For exports, Vadilal will focus on North America, Middle East, UK, South Africa and Australia.

Elaborating on the company’s plans for the frozen foods business, Mr. Rajesh Gandhi, managing director, Vadilal Industries Ltd. said, “Due to the changing lifestyle of the young generation in India, especially in case of working couples, there has been a spurt in the demand for ready to eat (RTE) frozen foods across all major cities. Vadilal is tapping this fast growing market with a wide variety of products and through optimal utilisation of modern retail. We expect our domestic sales for frozen foods to grow by around 30% annually over the next few years and our focus will be on higher margin value-added products.”

“We have been amongst the first few frozen food companies to have tied up with almost all the major organised retail format stores in India like Hypercity, Star Bazaar, Food Bazaar, D Mart, Nature’s Basket, Reliance Fresh, Reliance Mart, ABRL and Spencer’s. Understanding the future growth of cash and carry format stores, Vadilal products are also listed in Walmart’s Best Price, Reliance Market and Metro. In future, our ready to eat products will also be available at mom & pop stores,” added Mr. Devanshu Gandhi, managing director, Vadilal Industries Ltd.

“Vadilal Quick Treat’s new packaging stands for energy, dynamism, unanimity, uniformity and most importantly – convenience. The base colour, Sunshine Yellow, that flows through all the packs not only provides unanimity to the whole identity but also, stands for the energy and enthusiasm of a new beginning. We are now focusing on the lighter side of something as tedious and time consuming and at the same time, as special as cooking. The units at the front of the pack highlight the health benefits that the products offer i.e. No cholesterol, Trans-fat free, No preservatives along with being pure vegetarian,” said Mr. Rajesh Gandhi.

Vadilal with its signature font has now a new colour identity - blue stands as the category colour for frozen. However the font of Quick Treat has a distinct perky look. The three coloured bands around the logo, which also engulf the product image, signify the frozen to serve hot transition of food. With blue being frozen and red signifying the hot ready to eat product. Yellow marking the transitory phase. The unit has the three essential colours same as that of the band, each signifying the unanimity of brand elements. The three petals and a smiley like vector signify the freshness associated with food and the fulfilment and happiness it gives beyond the very obvious easy and convenience that comes with VQT and hence ‘Shortcut to Happiness’.

“Understanding the large potential and requirements of the institutional category in India, Vadilal has introduced bulk packets for its existing ready to eat (RTE) products too. This category is extremely price conscious. Without compromising on the quality of ingredients, Vadilal has come up with innovative, affordable and convenient bulk packs. ‘Mini meals’ will be a new entry into the category,” said Mr. Devanshu Gandhi.

In 2011-12, Vadilal’s frozen foods sales were around Rs. 50 crore, with exports accounting for about 70% share and rest from domestic market. The company has already invested significantly over the last few years in modernising and expanding its frozen foods manufacturing facility. From its current network of 282 active distributors and 23 C&F agents, the company is planning to grow it to 400 distributors and 40 plus carrying & forwarding (C&F) agents over the next few years so as to reach out to major cities across the country.