Monday, February 24, 2020


Vegit expands ready-to-eat range; Launches pav bhaji for retail Horeca
Saturday, 25 January, 2014, 08 : 00 AM [IST]
Our Bureau, Bengaluru
Vegit, the agro division of the $165 million-Merino group and one of the leading players in the ready-to-cook segment, has gone in for the expansion of its product portfolio in the Bengaluru market with the launch of Vegit Pav Bhaji Mix for the retail and hotel, restaurant and catering (Horeca) segment.

The unique selling proposition of the product, which is priced at Rs 60 for the retail sector and comes in clutter-free packaging, is that it involves just ten per cent of the time and effort taken to prepare the dish without compromising on its traditional taste. Moreover, it contains essential vitamins and nutrients.

The company plans to target more general stores, modern trade outlets, hyper- and supermarkets and mom-and-pop stores across the city. It has a network of over 5,000 dealers and outlets. Bengaluru’s share in Vegit’s overall business is about ten per cent. Manoj Lohia, the company’s director, said consumers were now willing to experiment.

“Our research has shown that consumer prefer authentic Indian cuisines. However, cooking the same is a huge challenge. Hence, we strongly feel that there is a huge opportunity to tap this growing market,” he added. Lohia stated that Vegit was equipped to cater to this segment with its products.

The company wants to strengthen its presence in the Indian market, as evidenced by the launch of flagship product, Aloo Mash (potato flakes), and a range of eight other snack mixes, including Burger Patty; Aloo Tikki; Aloo Bonda; Soya Rolls; Cheese Balls; Hara Bhara Kebabs; Shammi Kebabs, and Vegetarian Cutlets.

The tagline of this range is Hamara Mix, Aapka Twist. This implies that it could either be prepared as it were, or modified to suit individual tastes. Chef Sanjay Tyagi used Vegit’s Pav Bhaji Mix to prepare a couple of innovative dishes, Pav Bhaji Pulao and Pav Bhaji Kulcha.
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