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 The Ready-To-Eat Business (RTE) of ITC Foods has introduced its latest offering -
‘Gharana’ - under the Kitchens of India range of products.
“The Gharana Range is yet another specialty offering from Kitchens of India. So far, Kitchens of India offered signature dishes selected from the menus of well-established ITC Hotels - restaurants Bukhara, Dum Pukht and Dakshin. Gharana will now take our valued customers beyond these menus. The new Gharana Range has been created and perfected by the master chefs of ITC Hotels. The products will live up to the rich Indian culinary tradition connoted by the Gharana name,” said Ravi Naware, Chief Executive Officer, ITC Foods.
The initial offerings in
the Gharana range are:
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Paneer Darbari:
Soft cubes of fresh cottage cheese in aromatic tomato gravy, laced
with butter - Serves: 3-4 people
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Paneer
Mushroom Kofta: Mushroom and fresh cottage cheese dumplings
simmered in aromatic gravy - Serves: 3-4 people.
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Chicken Darbari: Cubes of chicken in aromatic tomato gravy, laced with butter - Serves: 3-4 people.
Gharana - the latest range of ready-to-eat Indian gourmet cuisines would be priced at Rs 150 for a single pack (450gm) of Paneer Darbari and Rs 300 for a twin pack (2x450gm); while Paneer Mushroom Kofta will be priced at Rs 150 and Rs 300 for a single pack (400gm) and twin pack (2x800gm) respectively. A single pack (425gm) of Chicken Darbari will be priced at Rs 200 and a twin pack (2x425gm) at Rs 400.
“In order to make our product more accessible across the country and facilitate information about our product offerings to consumers, we have set up a call center with a back end of
FREE home delivery within 3-5 hrs in all metros. All a customer has to do is call 1600-44-00-88 to place orders or get information about the range of offerings of Kitchens of India. For cities other than the metros, customer can place their orders, which will be fulfilled within 48hours,” added. Hemant Malik, Head - Marketing, ITC Foods.
“Kitchens of
India”, positioned as “a feast for the senses” - is a range of premium, canned ready-to-eat Indian Gourmet Cuisines from ITC’s Bukhara (Cuisines from Northwest Frontier), Dum Pukht (Cuisines from Central India) and Dakshin (Cuisines from South India) restaurants that have been perfected and authenticated by master chefs of ITC Hotels. The ready-to-eat offerings under Kitchens of India have
no preservatives and brings out the original taste and flavour of traditional Indian gourmet food.
About ITC Foods
The “Foods Division” is the most recent diversification of the ITC Group. ITC’s decision to enter the foods business is part of a strategic decision to develop new product lines by synergising its core competencies in building brands, understanding the Indian consumer’s requirements and its strong distribution network. Today ITC Foods has forayed into the ready-to-eat category with its flagship brand “Kitchens of India”, Confectionery Business with “Minto” - targeting the adult confectionery market and “Candyman” - targeting the hard-boiled sweets segment, Snacks business with its brand “I” and the staples business with its umbrella brand
“Aashirvaad”.
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