At Indusfood 2025 in Delhi-NCR, ITC showcased Aashirvaad’s frozen ready-to-cook food range. The company’s highlight was the frozen parathas range, cooked and presented for visitors to taste and sample.
The marketing team attracted more visitors with an interesting point of sale (POS) at the stand. Aashirvaad, a brand trusted for quality pantry essentials, has also launched awareness video campaigns promoting the scanning of QR codes in its packaging.
“Aloo paratha is among the most popular dishes in India loved by people of all ages and can be enjoyed as breakfast, lunch, or dinner. This dish is now readily available at your convenience. The product replaces tasks such as boiling the potato for stuffing, kneading the dough, rolling it out, and going through the cooking process,” said a team member, while IndiFoodBev tasted the product.
The product has multiple SKUs. Aashirvaad’s ready-to-cook range comprises parathas and naans. The frozen paratha and naan range includes garlic and coriander naan, tandoori naan, paneer paratha, and Malabar paratha. “These parathas are made with the best ingredients with no added preservatives. They have a potato filling between the soft layers of wheat dough. All one needs to do is heat and eat.”
ITC’s intent to make a dent in the frozen foods segment can be seen with the signing of definitive agreements to acquire Prasuma, a leading player in the frozen, chilled, and ready-to-cook foods space in India. Frozen food, according to Prasuma, is the category of the future. With Prasuma’s strength in manufacturing and innovation combined with ITC’s expertise in distribution and building new-age brands, the markets are estimating the potential of this partnership.
“We believe this collaboration will create significant value for stakeholders and consumers alike in India and globally — revolutionizing the frozen food industry with quality, convenience, and most importantly tasty food,” said Siddhant Wangdi, COO, Prasuma and Meatigo.
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Naresh Khanna – 10 February 2025
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