German sausage manufacturer brings European flavour to India

MeisterWurst is an authentic German sausage manufacturer that brings fresh authentic flavors of Germany to India and is now set to expand its presence in Pan India via MeisterWurst mobile application and Dark stores. MeisterWurst was conceived in the year 2017 with a retail presence in Bangalore.

In an interview with Bizz Buzz, Arthur Maurer, Founder, MeisterWurst, says, "we are bullish that the company will stand as a leader in the food processing markets, bringing our years of expertise and state-of-the-art innovativeness to every store shelf, on every top restaurant table, in every home kitchen, and of course, in every flavorful bite!"

The brand supplies top-quality processed meats, cold cuts, and a variety of authentic German spreads. Designed to distinguish itself as the cutting-edge pioneer in German processed meats. The brand utilizes cutting-edge machinery and the best of cold storage facilities to bring top-quality products to its consumers. The brand offers top-notch cuisine that can be experienced similarly to the flavors from Europe but made in India.

What can you tell us about MeisterWurst?

Traditional German Cuisine is shaped by multicultural immigrants. There is so much more to German foods than Beer, Pretzels, Sauerkraut, and Schnitzels. You don't need an occasion or festival to enjoy the very best of German treats, there is meat on every occasion! With an emphasis on meats and potatoes, German foods focus on sweet and savory, using old-school techniques of combining vinegar, sugars, and fruits.

Meisterwurst India creates a variety of mouthwatering traditional German treats. Our objective is to ensure that all our products are made from the freshest meats, purest seasonings and spices, and perfectly cooked, cured, smoked or simply plain processed as the case may be. Produced just right in accurate proportions of flavour components – both Indian and European, mixed with flawless meat consistencies, you can enjoy the tastes of Bavaria, Austria, Italy, America, India and a whole lot more. Our products make perfect wholesome meals or ideal appetizers with chilled beer…take your pick.

How has the company evolved over the last five years?

India is the biggest upcoming market, especially in food. I have been doing business here since the mid 90s and know the place! We offer high-quality food products in India and customized according to the local palate. The authenticity of the flavour which is available in European countries is served to the Indian people. We offer products from Europe but made in India. We are now set to expand our online presence by introducing our products Pan India. One of the most obvious ways is the evolution of social media for the company and an explosion of Direct to consumer (DTC) business.

What are the meats you offer and what are the different product offerings that are available in India?

MeisterWurst offers a range of ready to cook products that includes cold cuts, sausages , bacon , meat loafs and tenderloins. The products on this list are top trending product categories owing to current market needs. We will continue to innovate and add other high demand products to the list.

What has been the response in the Indian marketplace given that India is seen as a vegetarian country?

In order to meet the growing demand for high-quality prepared food in India, both merchants and home delivery services require dependable suppliers. 37 per cent of Indians consume meat on a weekly basis, with the market for Indian processed meat products valued at $29 billion and expanding at a rate of 9–10 per cent annually.

At Least 70 per cent of Indian adults eat meat at least occasionally and hundreds of millions do so weekly. There has been a recent trend toward consuming processed food products rather than home cooking, especially in the growing middle class. India has a great catch-up potential for consumption of processed meats. Competition generally focuses on the low end, but there is a premium market that is greatly underserved.

What has been the year-on-year growth for the company?

The brand has been growing at a rate of 25 per cent year-on-year through online and offline orders.

What is your target audience like and what is the age group of your consumers?

The company has observed an increase in consumer demand for premium food products. MeisterWurst aims to cater to consumer demographics who are not willing to compromise on taste and are focused on convenience in the age group of 18-40 years.

Do you plan to increase your range of products?

We are expanding both our reach and product portfolio. As for products we have a strong R&D team and are constantly churning our offerings to appeal to the diverse palates of our customer base.

Are you looking at only organic growth?

We are looking at both organic and inorganic growth.

Which are the major States you are focusing on and the new States you plan to enter?

To be more precise in terms of major cities we are focusing currently on Bangalore, Mumbai, Chennai, Delhi/NCR, Kolkata, Guwahati, Goa, Coimbatore, Cochin, Trivandrum, Pune, Hyderabad, Mangalore, Bhopal, Salem, Kodaikanal, Madurai, Nashik. We are looking at expansion into Jaipur, Ludhiana, Uttarakhand, Shillong, and Pondicherry.

What are your projections for the next three years?

While the company has built a brand and network in the metros and tier-1 cities the next stop would be tier 2 & 3 cities.