Basmati rice brand Kohinoor announced on Wednesday its entry into the ready-to-eat foods market with the launch of its range of India dishes.

Mr Gurnam Arora, Joint Managing Director, Kohinoor Foods Ltd, said, “In India, ready-to-eat category behaves quite differently from the way it does internationally. Our research among consumers indicated three basic insights about the category.

“First, the consumers have a mind block about the category as they often consider the foods not being fresh, secondly, people are often dependant on food from outside. Finally, there’s also a trend of going healthy.”

The new range from Kohinoor claims to have low content of cholesterol and no trans fats in the dishes that it offers. Mr Arora added,

“According to our internal estimates the ready-to-eat category in India is around Rs 70-80 crore and with our new range we expect to capture at least Rs 10-15 crore share of the market.”

The new range of Kohinoor ready-to-eat is branded “India on Platter” and offers 16 varieties of dishes including different curries, rice dishes and desserts.

The entire range is priced in between Rs 50 and Rs 60 and is available at all major retail stores.

Source : Business Line