"The absence of household help has helped fuel demand"

Sachid Madan, chief executive - frozen snacks, fruits and vegetables, ITC, talks about how the frozen food market will change after lockdown.

Earlier this year, ITC introduced a new range of over 50 frozen food products under the ITC Master Chef brand. This included Hara Bhara, Beetroot, Dahi, Rajma ki Galouti, Falafel (vegetarian) and Chicken Galouti Kebab, Chicken Mediterranean Kebab - targeting both retail and food service players. During an interview then, Sachid Madan, chief executive - frozen snacks, fruits and vegetables, ITC, told us that the traditional target audience for the brand has been families with kids. And, this is why the focus of most players has been on French Fries and other kid-friendly snacks. Madan said ITC’s frozen snacks repertoire is a complete food solution for professional chefs as well as homemakers.

During these trying times, we reached out to Madan again to get his take on how the frozen foods market is affected by the lockdown, and what will change for it once all this is over. Here’s what he had to say.

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