Page 48 - ABFI March 19 issue

News
News
Round-up-up
Round
Metro Cash & Carry base. Metro’s 800-plus sales Wingreens Farms.
promotes
team
Packaged snacks start-up
start-up
start-up links pay off products to their customers. Sattviko, which is over a year
old serves almost one million
Start-ups also receive insights
and direction on product customers every month across
pricing and placement. 25 cities with healthy Indian
now scaled up operations from Wingreens Farms, a three- snacks in a contemporary
a single city to multiple cities. year-old start-up that makes avatar. “Getting on board
Metro is currently on the verge signature dips, spreads, sauces, Metro helped us achieve this
of partnering with 8-10 more and baked snacks began its special milestone. While we
start-ups. association with Metro Cash are now present in over 3,000
“Engaging with start- & Carry in 2017 with dips and large format stores, Metro was
ups has helped us introduce now sell all its products in 22 the first large format chain we
an innovative product mix of Metro’s 27 stores. worked with,” said Prasoon
Arvind Mediratta, MD and CEO, into our 27 wholesale stores. “We get direction and Gupta, Founder Director,
Metro Cash & Carry India Pvt Ltd. Start-ups are more agile and guidance from the top Sattviko.
can introduce new products management on what kind of Metro also works with
ne of the contributors and variants much faster than products work and what do non-food start-ups like F Gear
Oto turning Metro Cash large food companies. These not, access to large spaces in that makes bags, backpacks,
& Carry’s India operations new products give customers a Metro stores for displaying and suitcases and with tech
profitable 15 years after entry, reason to visit our stores more and engaging directly with start-ups like Pazo which
is its engagement with new- often,” said Arvind Mediratta, their customers. Till now, we provides real time solutions in
age food and tech start-ups, MD and CEO of Metro Cash & were largely a consumer brand operations management. “We
according to a top executive Carry India Pvt Ltd. with small pack sizes, but with are constantly on the lookout
within the company. Start-ups benefit from the Metro’s guidance we have to partner with start-ups
In line with its motto company’s reach of 3.5 million jointly worked on our HoReCa that can pep up our product
of being the ‘champion registered businesses, each strategy and have recently assortment, help improve our
for independent business’ of which caters to 100 – 500 introduced 1 kg packs for in-store customer experience
the German multinational customers. Additionally, they this customer segment. Metro and help our customers
wholesaler is working with also have access to Metro’s Cash & Carry is among our top become more successful” said
20-25 new-age food and tech large HoReCa (hotels/ three customers today,” said Mediratta.
start-ups, many of which have restaurants/cafes) customer Arjun Srivastava, co-founder,

Marico eyes portfolio meal replacement milk shake manufacturing and packaging.
across
powders,
different
However, the key investment,
expansion in premium flavours, under the ‘Saffola he says, will be through “in-
Fittify Gourmet’ brand. The
shop advertising”.
“In any food category,
superfood category offerings, which are sold the margins are lower than
online (on Amazon and on the
company’s own website), are in the personal care segment.
expected to be taken to offline However, within the food
the ‘premium superfood’ distribution channels soon. business, the margins of Saffola
category, is planning to ramp However, the offline focus Fittify and Coco Soul will be
up its presence with new will be on premium outlets, much higher than the oils
launches and by expanding its including Godrej Nature’s business; or even the masala
distribution channels. Basket, Marico CFO Vivek oats portfolio,” Karve said.
The term ‘superfood’ Karve said. Nearly 15 per cent of the
refers to nutrient-dense fruit, “The idea is to expand Saffola portfolio is healthy
vegetables or eatables that have this portfolio (superfood) foods.
a high content of antioxidants, significantly. And the channels
protein, Omega-3, minerals, that would fulfil our needs Huge scope
Vivek Karve, Chief Financial fibres or other essential would be typically e-commerce According to an Edelweiss
Officer, Marico India nutrients with health benefits. or high-end food outlets; for Securities report, Fittify is
A while ago, Marico example, Godrej Nature’s unlikely to compete in the
ome-grown FMCG launched offerings such as Basket,” said he. lower end of the market.
Hcompany Marico green coffee, moringa green The company is open to “There is immense
Ltd., which entered into tea, high protein meal soup and reach out to third parties for opportunity at the higher

48 March 2019 AgriBusiness & Food i ndustr y