SAJ Masterchef Food Products was founded in 2005 with the aim of introducing the concept of convenient cooking in India. Driven by a high demand for ready-to-eat (RTE) products, among the urban population, this Thiruvananthapuram-based company forayed into the RTE segment.
Within a short span of time, SAJ Masterchef has created a name for itself in the Indian market. Its diverse product range includes both north Indian and south Indian delicacies, manufactured by using the licensed technology, and as per the food safety guidelines of the Defence Food Research Laboratory (DFRL) Mysore. The products offered by the company score high when it comes to a longer shelf-life and quality.
Dr Sherly (in pic, left), Director, SAJ Masterchef Food Products, who is at the helm of company affairs, shares her experience in the food and beverage (F&B) industry. In addition, Dr Shirley speaks about the scope of growth for small and mid-sized players in this domain in an exclusive interview with Shubhomita Bose.
What challenges did the company face in the initial years of its operation?
The biggest challenge for us was to convince consumers about the merits of retort processing technology. With the objective of spreading awareness, we conducted several lectures and demonstrations at various outlets and malls in Thiruvananthapuram. In addition, identification of target groups and developing smart packaging designs to attract consumer attention were additional challenges that we encountered during our initial years in the business.
How does SAJ cater to the diverse preferences of its consumers?
We conduct frequent market research studies on changing preferences, practices, needs, perceptions and buying behaviour of consumers. The aim of such studies is to introduce innovative products, which suit consumer demand. Such studies enable us to upgrade ourselves from time to time.
What sets SAJ apart from its contemporaries?
The exceptional taste, quality, appearance, consistency of our products and hygiene standards that are maintained during processing and packaged set us apart from our contemporaries. Our company has received a ISO 9001 and HACCP certification for its meticulous care in maintaining the highest level of quality while the procurement of raw materials and processing. We also ensure that every element of flavour is sealed at source and that exceptional taste is offered to our esteemed customers.
Is innovation vital to a player’s survival in the food industry?
Consumer preferences have undergone a sea change in the past few years, and an increasing number of buyers are becoming health conscious. In view of this changing trend, innovation has become inevitable to survive. Innovation in both technology and ingredients is a must in this highly competitive arena. Moreover, it is extremely important to experiment to achieve the best results.
What is the scope of growth for SMEs in the food industry, especially in view of the current market crisis?
In comparison to other industries, the ongoing economic meltdown has not had a major impact on the food industry. This is largely due to the fact that the demand for necessary commodities such as food items has not recorded a significant drop. However, purchasing power has reduced significantly, which can be offset if government provides more subsidies and tax relief to this sector. This coupled with a clear market vision, sound technological base and innovative solutions can help SMEs ride out the current uncertain times.
A TIMES GROUP INITIATIVE