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growth 2014-12-04

Television has fuelled RTC growth

MA Tejani, MD, Gits Food is the man behind the success of Gits Ready to Cook (RTC) products across the globe. Gits Food started its operation in 1963 in Pune. Talking to Restaurant India, he traces his journey into the convenience food segment.

By Deputy Features Editor
Television has fuelled RTC growth

When Gits Food was started and how has been the journey so far?

The company was started in 1961 by my father and he is the founder chairman today. He could foresee the change in the society which came with the economic development, spread of education and the increase in number of working women. So, he realised that cooking in home will no longer be possible and it was necessary to launch convenient products. Hence, we developed the line of convenience food. Television has further fuelled the growth in this space.

What are the product ranges that Gits Food offers?

We make ready-to-eat mixes and ready-to-eat foods that are possible to keep in ambient temperature and are sterilised so that they are completely safe. We also care to preserve the traditional taste of food by not adding any artificial preservatives, colours and flavours.

Trace the growth of the company in all these years?

We are one of the major players in the segment. Our yearly turnover is approximately Rs 200 crore. Over the years, we are trying to set up manufacturing unit so that we can cater to the need of the increasing demand of the customers which is not only growing in India but worldwide.

What is the innovation happening in the segment?

The ready-to-eat and ready-to-cook product is gaining popularity these days. Not only major cities, but tier-II and tier-III have also developed a taste for this convenient food.

What is the investment procedure at your company? Is it internal or have you taken any external support?

By and large, all the investments are done internally. We feel it very uncomfortable borrowing money and we prefer to use internal resources and minimise the borrowing process.

In food business what is tough - to reach the top or to sustain your position?

I think both of them have their own paradigm. But you have to build your reputation with customers in terms of product quality and taste and to maintain the consistency is very important. We have not only maintained that consistency, but have improved technology for betterment.

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