How has been the journey of Cremica growing your brand portfolio?
Cremica has been in the business of manufacturing quality products over more than 30 years. Our commitment for quality and innovation has given Cremica a cult like following for our products. Cremica food service business started in 1996 wherein we formed a JV with Quaker Oats and later we bought the stakes. Since then Cremica embarked on the Journey of innovation and quality unmatched by anyone else in India starting with Veg Mayonnaise to developing a unique recipe for Ketchup made us the supplier of Mayonnaise and 3rd largest supplier of Ketchup in the country.
As you are constantly adding new products into your portfolio. How are you managing the multi business at a time?
Cremica Foods has established itself as a huge food products conglomerate, leading the food processing business through its range of products, innovative flavours; it’s internationally certified production facilities, the consistency of its quality, and its unmatched expertise in the industry. Cremica Food has always stood for unparalleled quality, great taste and world class innovative products, customized for local taste buds.
What is your presence in India (distribution network, retail partners and cities)?
We are having Pan India distribution of our products.
What about entering into Global markets?
We are exporting our products to Europe Africa, Middle East, US and Australia.
HORECA today is the major section for the development of brands like yours. What is your contribution to them?
We are known for customizing products as per the palate of consumers. We are known for innovation and quality consistency and that’s our legacy since last 3 decades. We are one of the largest food service suppliers. The company works at strategic levels with various Food Service brands like McDonalds, Dominos, Subway and host of other key players in Food Service category in India. We have been working closely with these chains and developing a wide range of ingredients and host of ethnic solutions for them. We have both capabilities and expertise to create path breaking solutions for our HORECA customers.
What is the expansion plan?
Projected growth rate is 35 -40%. On the basis of very aggressive plan for expansion, 150 cr has been invested in our backend to manufacture tomato paste and build other infrastructure in our food park in Una (Himachal Pradesh) and another 50 cr. is planned to set up a new line for ketchup and mayonnaise manufacturing. Besides we have introduced Desi Express – Ready to cook gravy concentrate range and French Fries with Ketchup in snack category in India.
We have seen brands like Veeba expanding in India. Do you see any competition from them?
Inspite of intensifying competition in the category, the business of the company has grown ahead of the market, while overall business has been reporting negative growth both retail and HORECA segments, at Cremica we grew aggressively and we are now poised to grow at 30% rate.