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Table of Contents
1. Background
6. Project Financials
7. Implementation Plan
1. Background
Food had been the basic need for human beings. The food habits
of human beings evolved over ages and accordingly the
preferences, the way of processing, cooking and consumption
patterns get transformed steadily over the centuries across the
globe. As a part of steady transformation, demand for food in
frozen conditions started growing during the past few decades in
the developed countries and recently in the developing countries.
Frozen foods have the advantage of being very close in taste and
quality to fresh foods as compared with other preserved or
processed foods. Frozen foods are ubiquitous in western
supermarkets, and are increasingly a part of the food industry
worldwide including in India. Fruits and vegetables are usually
frozen within hours of being picked, and when thawed, they are
very close to fresh in taste and texture. The frozen meal is
increasingly popular in time-starved western households. With
rapid urbanization and increased women work participation in
India, huge potential for frozen food requirements is building-up.
In the late 1990s, the frozen food industry was expanding both
within the western markets and other countries. The industry's
biggest push was so-called home meal replacement, that is, whole
frozen meals that took the place of cooking from scratch. More
consumers were willing to trade the convenience of a frozen meal
for the satisfaction of making their own meal from fresh foods.
This meant that the industry was challenged to come up with
more elaborate frozen dishes, which required more testing and
experimentation to pull off than the relatively simple frozen
vegetables or waffles. This has expanded the range of frozen
foods right from raw materials such as vegetables, seafood,
chicken, mutton, dairy to huge varieties of ready to cook and
ready to eat processed food items. In most cases, the raw food is
specifically cultivated or adapted for freezing and in case of
processed and semi-processed food products, the recipes must be
tested and altered so that it freezes well.
2. Why Frozen Food – Key Benefits
As discussed in the foregoing, frozen food has distinct
advantages, when compared to the conventional food.
VIII. Suitable for travel, the modern varieties of frozen foods can be
consumed, without cooking, heating just by thawing
XIV. Frozen food tends to cost less than fresh, can be stored for
much longer and offers brilliant flexibility for meal planning,
thereby reducing wastage.
XVI. Frozen food is easy to keep and easy to use, and there is little
waste, whereas two thirds of the population ditch anything up
to 20 items of fresh and chilled food a month.
Foods which are quick-frozen when they are at the peak of their
flavour retain higher nutritional value and do not require any
other method of preservation. In addition, they retain nutritional
value because storage at temperatures below -18° C slows natural
degradation processes to almost nil. Most commercially produced
fruit and vegetables are frozen immediately after harvest when
nutrient concentrations are at their highest. This is very
important as concentrations of some vitamins can decrease by 50
percent within the first 7 days after harvest when stored at
normal temperatures. Frozen foods have the advantage of being
very close in taste and quality to fresh foods as compared with
other preserved or processed foods. People often mistakenly
believe that only fresh fruits and vegetables are of benefit and
that processed produce does not provide the same levels of
nutrients, due to losses during the processing procedures. In
actual fact, some methods of food processing, such as freezing,
can actually help preserve levels of nutrients in the food, as the
nutrient concentrations are placed in ‘suspended animation’
whilst the product remains frozen. Studies have shown that
vegetables stored at room temperature over 2-3 days may lose
50-70 percent of their folate content. Most vegetables and fruit
that is to be frozen, is picked, packaged and frozen within 6 hours
of so of being harvested. Many frozen vegetables have more of
certain vitamins than the fresh ones that may have been
harvested 5 or more days before you cook them.
2.3 Preservation
3.1 The people across the globe have started recognizing the above
key advantages of frozen food and changing their preferences
towards frozen food over conventional food. The frozen food
industry has expanded rapidly because of the labor-saving and
space-saving advantages of frozen foods and because the
freezing process generally involves less loss of taste, flavor, and
appearance than do other methods. Researchers say that fresh
vegetables which have been imported from a distant country may
also have fewer nutrients. Globally, particularly in developed
countries, the acceptance and consumption of frozen food was
already established, when compared to developing countries like
India.
3.2 (a para on Indian retail market, fast growing organised retail market and its
potential)
Untapped Demand
4.1 With increasing demand, though there is huge potential for frozen food in
the Indian market, it is largely untapped due to non-realization of its’
market strength. Though there is a captive demand for the frozen
food from the high end segment of people, many of the players in the
market not able to tap the same, due to dispersed focus and giving
priority to the products with mass demand. The space allocation for
frozen food items in the currant retail stores is very limited. Due to the
above factors, the current retail formats do not offer the complete range
of frozen food available in the market to the consumers as such the
consumers are not aware of the products, varieties and range of frozen
food items and their distinct advantages.
Proposed Project
4.2. Currently there are no exclusive and dedicated retail outlets for frozen
food in India. Exclusive retail outlets for frozen food, will fill the
unoccupied space and will meet the acute demand-supply gap in the
Indian frozen food market. Fully dedicated space for frozen food would
not only meet the space requirements but also give more visibility to the
consumers. With the complete range of products available under one
roof, for the first time, the Indian market is going to witness and
experience the real world of frozen food. Exclusive outlets would only be
able to cater the complete needs of the all stake holders of the frozen
food industry, including producers, processors and consumers, with
focused approach due to its’ novel concept. The proposed project would
initially comprise 4 to 6 exclusive frozen food outlets in the high-end
markets of Hyderabad. The chain of such exclusive outlets would be
expanded to other parts of Hyderabad and later to other cities of India to
have a pan Indian footprint.
The proposed outlets, which will be first of its’ kind in the country, will
not only have the complete range of frozen food products from domestic
and international sources, but also have superior consumer friendly
environment, essentially based on value for money principle. The
proposed exclusive outlets will have high standard quality products with
accurate weighing and transparent billing. The pricing will be uniform
and competitive. The outlets will be maintained in highest hygienic
conditions with world-class standards of shopping convenience. Other
facilities that would be offered to consumers include online shopping
with payment gateway systems, acceptance of all credit/debit cards,
………………………, home delivery and making available national and
international recipe books.
Project Financials
Revenue Streams :
Expenditure:
Capital
O&M