Ruchi Soya Enters Ready-to-cook Category

Ruchi Soya Industries has marked its foray into the ready-to-cook (RTC) food category under its flagship brand Nutrela. The new RTC Ruchi soyaproduct range offers instant soya chunks and instant ready mixes in four variants- soya upma, soya khaman, soya dhokla and soya kheer.

With this launch, the company aims to strengthen its position in the soya segment and capture a market share of 10 percent by 2019 in the Rs 500 crore RTC category. The constantly evolving RTC market in India is growing at 20 percent in volumes and 25 percent in value annually. This is expected to grow at a CAGR of around 20-25 percent over the next five years.

“We have entered into RTC business with an aim to provide consumers a perfect balance between health and taste. With this new line of products, we expect our flagship brand Nutrela to generate Rs 2000 crore over the next five years,” said Dinesh Shahra, Founder & Managing Director, Ruchi Soya.

Sarvesh Shahra, Business Head- Consumer Brands Division, Ruchi Soya adds, “We have planned to invest Rs 20 crore in this new business. The investments are primarily being made to make these products accessible to our consumers and make them aware as well.”

Nutrela Instant Soya has been launched in Delhi and the National Capital Region (NCR), Mumbai and Bengaluru, and would soon be made available across top 20 cities in India, whereas Nutrela Soya Ready Mixes have been launched in Delhi, the NCR and Mumbai, and within a couple of months, would be made available throughout India.

The new product launch will be supported with high decibel marketing and promotions.

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