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American organic convenience food brand Amy’s Kitchen to expand operations to Mumbai next year

To invest in supply chain development in India to reduce imports

Tuesday, November 21, 2017, 13:00 Hrs  [IST]
P Krishna Kumar | New Delhi

Amy’s, American convenience food brand that manufactures organic and non-GMO convenience and frozen foods, which entered India market a year ago and operating in Delhi-NCR market since then, will be expanding their operations to Mumbai early next year. The company has also planned to strengthen its distribution network beyond the leading modern trade stores to select general trade stores as well in coming months.

As part of creating more awareness about the pioneering organic fully vegetarian convenience food from the US, Amy’s had participated in the recent World Food India exposition in Delhi organised by Ministry of Food Processing Industries (MoFPI). Speaking to Hospitality Biz on the sidelines of the mart, Paul Schiefer, Sr. Director of Business Development, Amy’s Kitchen said that they entered India introducing their signature Amy’s Frozen Meals, Pizzas  and Snacks, and has been received well by the market.  “Although we have variety of different products, we are primarily focusing on Frozen meals, snacks and Pizzas in the India market. We tested our Soups for a while, but we thought of focusing on our top signature products in India for the time being,” Schiefer said.

When asked about the decision select Delhi NCR for a brand entry, Schiefer said that they wanted to learn the market, test the right products, and get the pricing right first before spreading to other metros. “We will be expanding to Mumbai next year,” he confirmed.

Present currently in 30 international markets, Amy’s distribution model is a mix of modern trade and general trade stores, he said.
He said that the primary focus in India market currently is to invest in sales, marketing and customer relationship building. However, they will also be investing in Supply Chain Development to engage local organic farmers to produce quality ingredients in India itself. “Currently, we are fully importing the ingredients. In the long term, we wish to work with local organic farmers and procure ingredients locally to have a fully integrated business here,” Schiefer informed.

Founded in 1987 in California by Rachel and Andy Berliner, Amy’s is globally known convenience food brand with core commitment to organic food.   

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