Most of you must have heard about Jubilant FoodWorks through Domino’s Pizza and Dunkin’ Donuts. It is the master franchisee of Domino’s Pizza in India, Sri Lanka, Bangladesh and Dunkin’ Donuts branded restaurants in India. It has recently announced its entry into the FMCG (Fast Moving Consumer Goods) Sector with “ChefBoss”.
Firstly, What is “ChefBoss”?.
It is a company which makes ready to cook gravy, sauces and pastes, which includes eight different products across two types of cuisines (Indian and Chinese). It will initially be exclusively available for consumers across e-commerce portals. The online sale of products will shortly start with Amazon (National), Flipkart Supermart (NCR, Mumbai and Bangalore) and Milkbasket (NCR).
ChefBoss has been built on the insight that consumers are looking to explore and add more cuisines to their home cooking. The brand endeavour is to solve problems around cuisine exploration, by making this quick and easy for consumers.
Mr Shyam S. Bhartia, Chairman, Jubilant FoodWorks Limited said, “We are delighted to enter the Indian FMCG segment with ‘ChefBoss’. This brand is based on our sound understanding of the Indian consumers’ taste preferences and our commitment to provide the best quality products. Our research suggests that consumer now, more than ever before, are looking to explore and add new dishes to their cooking. We believe ready to cook products that are quick and easy to make, are the right solution to aid consumers in the endeavour to broaden their culinary expertise.”
Vikran Sabherwal, Senior Vice President – New Business, Jubilant FoodWorks Limited said, ” During COVID we have seen an acceleration of this trend and therefore an exponential growth in demand for ready to cook products. With the launch of ChefBoss, we aim to fulfil our consumers’ demand to enjoy various cuisines in a quick and easy format.“
Jubilant’s venture into FMCG comes at a time when major companies in the sector are booking higher profits Year-on-Year like Tata Consumers, ITC etc. The sector has established itself as pandemic proof. About 85 per cent of sales in pre-COVID were offline, which has been reduced to 2.8 per cent in the first quarter of 2020.
In conclusion, it is an extremely logical move to venture into the Rs 500 crore ready-to-cook segment. But, it remains to seen what effect does the product has on the Industry and how Jubilant can benefit through “ChefBoss”.