Making rapid strides in the ‘Ready-to-Fry’ segment is Ambica. On March 25, at Ravindra Bhavan, Margao, Ambica launched its Ready-to-Fry products in three new segments - Ambica Farms (vegetarian), Ambica Seafood and Ambica Meat.
“The last one year has been big for Ambica,” explains Ambica’s Managing Partner, Sameer Kuncolienkar as Ambica commenced with this very new business vertical - the ‘Ready to Fry’ range. Sameer claims Ambica picked up its threads from the area of its domain - the chicken range. A host of products under the chicken range were then launched. Chicken nuggets, crispy boneless strips, popcorn, garlic fingers, burger patty, cheese and onion sausages, chicken sausages, hot dog, chicken salami and seekh kabab. Ambica then spread its wings over a larger canvas - not just restricting itself to chicken but getting under its wings three new segments, Farms (vegetarian), Seafood and Meat, obviously in the ready-to-fry business vertical.
“Apart from the households, these products are also aimed at the HORECA (Hotels, Restaurants and Caterers) market,” Kuncolienkar explains. “These products nullify the chances of wastage. The products also enjoy a long shelf life, ranging from nine to twelve months and are assured of consistent quality,” states Kuncolienkar.
The proverbial bait for the HORECA market comes in the form of a scheme. Kuncolienkar claims these products need to be stored at temperature of minus 18 degrees centigrade. “Hence, we have introduced the Own Your Fridge scheme for the HORECA market,” he adds.
Ambica’s origins were humbler. The traditional brick-and-mortar form of business in the form of a small shop since 1983 as an itinerant outlet selling eggs and chicken in the traditional business format has now grown into an edifice. “Ambica started its production in a rented slaughter house,” he informs Kuncolienkar.
“Ambica now has its own automated conveyorised plant located at Quepem which can cater to 200 tonnes per month,” informs Kuncolienkar. “Ambica is also a ISO certified company and follows strict hygiene practices.”
As Ambica has more plans of expansion over the business horizons, Kuncolienkar claims to have roped in Marathi TV actress Prajakta Mali as its brand ambassador. The official ad was launched on March 25. “Ambica has a legacy of three decades. We do not want to restrict ourselves only to Goa but are looking to expand pan India. We have identified a few distributors across the country,” states Kuncolienkar.
To begin with, the commercial ad featuring Mali will be screened shortly at Inox screens in Margao, Panaji and Porvorim and also on Goa’s local TV channels.
Kunkolienkar claims Ambica is dedicated to producing healthy and convenient food products for its customers. “We use advanced, innovative technology to meet the highest standards of food safety and are committed to delivering high quality products at competitive prices,” observes Kuncolienkar.
The product, which finally finds the pride of place on the marketing shelf to attract the buyers’ attention as well as his palate, undergoes stringent tests. “The Food Testing Campaign we undertake as a prelude to the launch is where we make people taste our products and seek their feedback. It is only after the products are endorsed by six to seven of the ten such customers who taste the product that the final nod is given for introducing the product in the market. This is our USP,” adds Kuncolienkar, who also informs that the company spends time on R&D,
including the roping in of acclaimed tasters to testify the product on the taste parameters.
