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“We have over 100 products on the market”
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Monday, 08 May, 2023, 08 : 00 AM [IST]
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 Meisterwurst, an authentic German sausage manufacturer that offers premium pork/chicken products, creates a variety of mouthwatering traditional German treats for India.
Arthur Maurer, founder, Meisterwurst, shares his insights on processed meats, clean label, cold storage units, vegan foods, and more, in an email interview with Kimberley Almeida. Excerpts:
How has the company managed to make a mark as the innovative leader in German processed meats across India?
Meisterwurst has over 100 products in the Indian market, and what distinguishes us is that we do not compromise on quality. Quality is very important to us; it's what we're known for, and we don't cut corners. We have experience of 12 years in this industry and we can't compromise with the quality. We also educate our employees in European style and educate them.
Increase in demand for clean label and natural products are propelling the growth of the low-fat sausage market. Comment.
Sausages and cold cuts are clean label products with low fat and only natural ingredients. We highly lookout for quality and I believe people are going towards a more hygienic outlook.
Tell us about the high-tech equipment, and state-of-the-art cold storage units used by the company to guarantee the freshest products.
I believe modern machines are computer controlled to be efficient in production and it minimises human error and contamination. We lookout for quality and these machines help us in achieving that. All our cooling elements are 1 plus 1 redundant, so if one fails another unit takes over.
Describe the company’s vision for sustainability.
We take sustainability very seriously, we help farmers in providing us with the best meat and we try to use as many Indian products as possible.
What was the last fiscal like and what are you looking for in the next fiscal?
We hope to have doubled our current revenue by 2023. The brand has been growing at a rate of 25% per year on an annual basis through online and offline orders. Both our market penetration and product selection are expanding. We regularly churn our product offerings and have a strong R&D staff to cater to the diverse tastes of our consumer base.
What are the different types of products offered by the company, and which are most popular among consumers?
We currently have over 100 products on the market, we regularly change SKUs, and we even have different flavours for each state. Meisterwurst can be found in major cities throughout the country. What motivates me is a desire to provide the best products to customers while scaling the brand to new heights by expanding into new markets with our dark store partner and becoming a household name. The demand for high-quality food is increasing, and we are responding by offering customised products and a unique specialty range. In terms of quality and dependability, we rank first in the chicken and pork categories.
How has the company progressed since its launch in Bengaluru in 2017?
Beginning with B2B, the company expanded into B2C by opening five Meisterwurst stores, primarily in Bengaluru. While direct to customer (D2C) business is difficult in India, Meisterwurst founder claims that they have overcome it by maintaining tight control over the entire value chain.
What are the key driving factors and challenges in the pork sausage market in India?
We provide a variety of ready-to-cook products such as cold cuts, sausages, bacon, meat loafs, and tenderloins. Because of current market demands, the products on this list are top trending product categories. We will continue to innovate and add other popular items to the list. We bring European know-how to India and adapt it to the local environment! This will benefit both India and us. Despite having one of the world's largest markets, professional processing is rarely used there. As a result, the possibilities are astounding! Anything is possible in this country; just make sure to work hard and without cutting corners.India being considered a vegetarian country it sometimes gets difficult to sell pork meat.
Give us details about the R&D that goes into perfecting every product.
We regularly churn our product offerings and have a strong R&D staff to cater to the diverse tastes of our consumer base.
I always look for ways to improve my research methods and processes. Recently I read an article about how companies are using virtual reality technology to test their products before going into production. This got me into thinking about how we could use similar technology at our company to create better products. I think implementing these type of strategies would benefit both our customers and businesses.
Are you planning on introducing new products in the near future?
We are gearing up to put our vegan food to the test in India. We believe that there is no better place than India to capture the vegan market, given its large vegetarian population and centuries of vegetarianism. We're getting ready to launch a dedicated brand, Veganya, to sell vegan food. We intend to expand Meisterwurst in both the online and offline markets.
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