The Hindu Business Line : ITC packaged food products launched

ITC forayed into packaged food business under the umbrella brand, Kitchens of India, with the launch of Dal Bukhara in New Delhi last year. It subsequently extended to other major cities in the country. The addition of two new products is being viewed as a `test marketing' move before taking them national.

ITC's Kitchens Of India offerings come in 450 g packs. Chicken Chettinad is priced at Rs 200, while Dal Dakshin is being rolled out for Rs 110, the company sources said. ITC's packaged food products are targeted at the premium end consumers and are currently available in 56 outlets across Bangalore city.

Meanwhile, ITC has slashed the retail price of Dal Bukhara in Bangalore from Rs 190 to Rs 150 for the 450 g pack in order to induce more trials from consumers.

If the plan works, ITC may re-work the pricing strategy for Kitchens of India in a bigger way.

The company sources also added that a move was afoot to mop up institutional sales by gaining access to corporates. Kitchens of India was poised to tap more urban markets within Karnataka, they said.

The Gurgaon-based ITC foods division is part of the company's new business group which has also started lifestyle retail business division under the umbrella brand of Wills Sport and greeting cards business under the Gold Flake Expressions brand.

Kitchens of India is based on the extensive research on different regional cuisines by the master chefs of ITC-Welcomgroup, which is brought to the consumers dining table in `keep fresh' packaging.

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ITC packaged food products launched