Page 16 - ABFI March 19 issue

INtervIew

A Bridge from Farm to Fork

– Delivering to the HORECA

Holyland Marketing (P) Ltd. was incorporated on 21st March 1995, a quintessential entrepreneurial
venture started in a small corner office on the outskirts of the wholesale market of Sadar bazaar.
Vijay Kumar Budhraja, an idealistic entrepreneur, created the enterprise - a brand - a vision that
today outshines in the canned fruits and vegetables industry.
The company has recorded landmark figures for sales and growth. Holyland is one of the first Pan
Indian brand to both sell and source across the country. The company's marketing with its flagship
brand Golden Crown is the most widely available product with over 300 Stock Keeping Units & a
National foot prints.
The largest and the most revered brands in hospitality like The Taj Group, The Oberois; best of food
service companies like Lite Bite foods, Kwality group and specialty franchises like Chicago Pizza,
Mainland China and TGIF deeply trust the product quality and the service excellence delivered by
Holyland.
Recently during an interaction on Agribusiness and Food Industry, Mr Vijay Kumar Budhraja
(Chairman and MD of Holyland Marketing Pvt Ltd) shared his outlook on the industry and the single
minded dedication of his company to deliver what delights the customer.

From a small corner office on the economy growing and are in. The segment and we to the brands specifications,
the outskirts of the wholesale government’s thrust on agro- will greatly benefit from the the farmer grows the
market of Sadar Bazaar in processing vigorously, what entry of newer and more produce in the quantity and
1995 till date, how has your are your thoughts on this knowledgeable companies, it quality as desired by the
entrepreneurial venture been sector going forward? will make the market and the processor taking risk and
so far? The sector naturally has product and services become with innovations at farm
Amazing, when I began a huge size, look at the core mature. level practices . Holyland as
the journey I had no clue how need – food processing is the brand, processor, and
far and how big this drive to looked at as convenience or as Talk to us about the promotor of the products
make a mark in the processed packaging or as standardizing business model at beings it all together, with
food industry would be – I am – it is definitely all of this, Holyland... over 150 products, 350 SKU’s,
happy to note that it has been yet it is far more – it is the Holyland is a bridge 30 vendors - national and
spectacular, the contributions ability to match the supply from the farm to the fork international.
from our team at Holyland, and demand mismatch that – we link the farmer to the
the vendors, and the dealers exists naturally – we need processor, the processor How's the road ahead for
and distributors – we so fruits and vegetables year to the brand, the brand to Holyland looking like?
proudly call team Holyland round , yet mother nature the distribution network, We will expand our
and treat as one family produces them in season – the network delivers to the manufacturing base, we
have all made this journey lychees in May, cherries in HORECA – the chefs serve it are looking at setting up an
Amazing. Holyland has June, tomatoes in March and to the consumers. Each link agro cluster, we will expand
become the largest in India in November, our festivities are in the chain adds immense backward and open more
several verticals it operates in. the consumption periods – value in making the chain farm collection centers, we
This has also bestowed on us with 25000 marriages in a day work. the consumer wants a will expand our portfolio
several responsibilities; being in NCR where would one find good, hygienic, standardized range from 150 today to
the leader we are looked upon so much tomato ready for use and replicable dish on his over 500 in the next 3 years,
for guidance and action to – instantly in one grade and table, the chef need the same Our customers base from
safeguard and be benchmarks colour? it is this mismatch that qualities in the ingredients Domestic to exports also – we
in spheres – from quality to exists today and will continue he uses to deliver and recently added Indian army
best practices to tax reforms to exist that makes the real standardize and ensure as a customer and are proud
and policy. I am thankful to size of this industry HUGE – replicability or franchising to be in service of the Indian
God that he made us worthy and there is a long way to go of his business, the brand farmer, the Indian workers
of delivering the amazing in this with internationally 50 assures this stability identity especially the large number
results that we have. to 80% processing happening, and communication both at of women workers in our
compared to under 15% in front end and at the back end industry and the Indian
FDI in food processing sector India – and even lower in to the vendor , the vendor fauji now – that gives us the
rose by 24% in 2018. With perishables segment that we makes the product tailored JOSH!!!

16 March 2019 AgriBusiness & Food i ndustr y