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-Priyadarshi Shastri (cbedit@imaws.org)
Chutneys are a beloved addition to many meals, and coconut and prawn chutneys, in particular, offer a unique blend of flavour and tradition. In an insightful interview with Ajin M P, Founder of Easy and Fresh, a leading food manufacturer, we learned about the careful process behind creating these signature condiments. From selecting high-quality ingredients to preserving authentic recipes, this company combines tradition with innovation to bring these rich, flavorful chutneys to tables everywhere.
What are the key factors driving your company’s growth in the food industry? How have you managed to carve out a niche in this competitive space?
The major factor driving growth is the regular customer base which is expanding. We have concentrated on keeping the quality, and consistency of the product. Thankfully with time, we have built a strong dedicated consumer that buys products solely from us.
How will your company expand in the next 3 to 5 years? Are you considering introducing new products, or expanding into new markets?
We plan to expand by adding new destinations within India and abroad. New products in beverage and ready-to-cook-and-eat segments are being considered in the new product segment. Lately, there has been a lot of demand for ready-to-cook-and-eat meals especially in metropolitan cities so we are hopeful that we can tap this section.
What challenges have you faced while expanding your product range or geographical presence, and how have you overcome them?
Initial issues in finding the right partners for distribution and business. Managing a manufacturing unit can be a difficult task when you struggle with finding the right people.
Where do you source the raw materials for coconut oil, prawn chutney, and roasted coconut masala? What is the importance of sourcing quality ingredients for your products?
All items are sourced from Kerala itself and from selected and tested suppliers, we look at the quality parameters which we have set and their consistency from the suppliers. Quality is what makes the USP of any food brand. If the quality is consistent then it will help you to make a dedicated customer base.
What role does local sourcing play in your business? Do you prioritize working with local farmers or fishermen, and if so, why?
We always prioritise working with local farmers and fishermen. We like to support local distributors, doing so we are enhancing their business and helping the community.
How do you balance traditional recipes with modern production techniques to ensure the authenticity and quality of your products?
We have custom-made machines and techniques that ensure the traditional recipes are preserved in bulk production.
What role does consumer feedback play in the development of your products? Could you share an example of how customer input has influenced a product or formula change?
Customer feedback plays a major role and is important, it gives us easy insights for upgrading the product. We used to pack in vacuum packs previously which were changed to nitrogen filled for some products based on customer feedback. This helped a lot in increasing production capacity and product consistency and made those products more customer-friendly.
Could you share any plans or initiatives for giving back to the community or contributing to social causes that align with your brand’s values?
We plan to associate with more local farmers.
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