Amrit Group rolls out processed meat products 2010

mydigitalfc.com - 06 Jul 2010
The Kolkata-headquartered Rs. 850-crore Amrit Group, which operates in diverse verticals such as dairy products, animal feeds, breeding farms and hatcheries, is now foraying into the ready-to-eat segment. The company has begun rolling out products like chicken salami, sausages, seekh kabab, shammi kabab, roasted chicken among others under the brand name Fresco Pollo.

"In India, a meagre 2.2 per cent of the meat output is processed, even though consumption of processed meat products is growing at 150 per cent. Therefore, there is enormous potential for Fresco Pollo products. All the products will be positioned as fresh chicken and retailed through outlets of Spencer's, Metro Cash & Carry, Reliance Fresh and other leading retail stores to start with," Harish Bagla, managing director, Amrit Group said.

The company also plans to set up a few exclusive outlets to retail its processed meat products. The outlets may come up in 2011, Bagla indicated.

He said other players who operate in this segment include Arambagh in the eastern zone, Godrej Agrovet, Venkateshwara Hatcheries and Suguna.

Company officials informed that the products were already being test-marketed in Kolkata. They will also be test-marketed in Delhi and its neighbouring areas, Guwahati, Bhubaneswar, Jamshedpur, Siliguri, Bangalore and Darjeeling.

It's not just the domestic market that the company is targeting. The group has chalked out plans to tap overseas markets-initially Asian countries like Japan, China, Malaysia, Nepal, Bhutan, Bangladesh and Myanmar, and subsequently West Asia and Europe.

They however clarified that the company would first consolidate its position in the domestic market. The export market would be tapped in eight to nine months' time. As much as 50 per cent of its processed chicken products would eventually be exported, they added.

Fresco Pollo products are being made at the company's new state-of-the-art abattoir in Durgapur, which has come up at an investment of Rs 40 crore. The plant and machinery have been imported from the UK, Germany and Spain and the products will meet global food safety standards, claimed Bagla.