India’s Frozen Food Mkt Witnessing Rapid Growth, Driven By Increased Focus On Health: Sumeru Chief

Sumeru has been a pioneer in India’s food processing industry since 1989, renowned for its premium ready-to-eat vegetarian and non-vegetarian offerings. With an extensive portfolio that includes breaded snacks, grilled specialties, and frozen vegetables, the brand is a trusted name in retail, exports, and manufacturing. Committed to the highest standards of hygiene and food safety, Sumeru ensures freshness in every product.

With a strong presence across India, Sumeru caters to consumers in cities and towns while also expanding its footprint in international markets such as the USA, Singapore, Mauritius, and the UK. Headquartered in Bangalore, the brand seamlessly blends traditional values with evolving food trends, customizing products to meet the unique needs of leading food service companies.

Driven by a commitment to quality, innovation, and sustainability, Sumeru continually expands its product range while embracing eco-conscious practices. Whether it’s a quick meal at home or a gourmet experience at a restaurant, Sumeru delivers the authentic flavours of India with consistency, freshness, and excellence.

In an exclusive interview to Bizz Buzz, Saurabh Saxena, President & Executive Director of Sumeru, says that with growing awareness on health and nutritional factors, the frozen food industry is focusing on improving the parameters to take advantage of growing demand as the industry is fast diversifying and adapting to technological advancements

What is your perspective on the future of the frozen food industry in India, and what factors will shape its growth over the next five years?

India's frozen food business is increasing quickly as a result of new technologies, shifting consumer preferences, and expanding retail options. With customers placing a greater emphasis on their health and well-being, the market is optimistic and the future appears bright. In response to this change, manufacturers such as ourselves are keen on innovation to develop healthier alternatives.

Regional cuisines are also gaining popularity, which is anticipated to have an impact on the range of frozen goods offered. The market for high-end and gourmet frozen food products is expanding as well, thanks to burgeoning middle class and disposable incomes. Growing reach is another important aspect driving this increase. By giving customers access to a greater range of items, this is further expanding the frozen food market. Furthermore, in line with worldwide sustainability trends, the frozen food business is anticipated to place an increasing emphasis on ecologically friendly procedures and sustainable packaging. Improved taste, texture, and nutrient retention are anticipated as a result of technological advancements in freezing and packaging, which will increase the allure of frozen foods in the Indian market.

Sumeru has been a prominent name in the Indian frozen food market since 1989. How has the brand evolved over the years to adapt to changing consumer preferences?

Sumeru has successfully navigated the shifting tides of consumer preferences by continuously innovating and adapting to changing trends. Over the years, Sumeru has expanded its product portfolio significantly from a handful of products. Today, Sumeru offers a wide variety of frozen food, including frozen veggies, snacks, parathas, and cold cuts. This expansion has allowed us to cater to a broader range of taste and consumer needs.

How does Sumeru plan to further expand its presence in international markets like the USA, Singapore, and the UK?

We are aggressively looking to expand our footprint in the USA keeping in mind the Indian diaspora in the country. We are focusing on driving business in countries with a high percentage of Indian diaspora and by focusing on launching new products and driving distribution through appointment of new distributors.

How does Sumeru maintain its competitive edge in the frozen food market, especially with increasing competition from both local and international brands?

Yes, the frozen food market is becoming increasingly competitive and being agile is the most critical factor in any growing industry. Sumeru has shown the ability to pivot and introduce new products or adjust existing ones based on market demand. Whether it’s launching new flavours, packaging formats, or healthier alternatives, we have been quick to respond to market shifts and that has allowed us to weather all the storms and stand alongside our competitors.

What are the biggest challenges and opportunities in balancing traditional Indian flavours with global food trends in frozen food products?

Traditional Indian dishes are known for their intricate preparation methods, complex spice combinations, and slow-cooked processes. Replicating these in a frozen format while maintaining authentic taste and texture is hands down challenging and more so in a market where food delivery formats are also providing finished goods within a short span of time.

Having said that, there’s potential to innovate in techniques that can preserve the integrity of these flavours. For instance, using flash-freezing or vacuum-sealing methods to better lock in freshness can help maintain the authentic taste. Maintaining consistency while ensuring the product's availability may be possible by utilizing local and sustainable sourcing methods in conjunction with substitutes and concentrated forms of conventional ingredients that are freeze-dried. The key is to maintain the integrity of Indian cuisine while adapting it to fit global tastes, health preferences, and convenience demands.

What strategies are most effective for maintaining a competitive edge in the frozen food industry, given the rising competition from local and global brands?

Maintaining a competitive edge in the frozen food industry, especially with rising competition from both local and global brands, requires a multifaceted strategy that combines innovation, operational efficiency, and strong customer relationships. A few key focus areas could be: Product Innovation & Differentiation, Focus on Health-Conscious Options, Innovate Gourmet and Ethnic Offerings, Sustainability and Clean Label Products, Cost Efficiency & Supply Chain Optimization and Streamlining Production. Sourcing and distribution is the key. Local sourcing and regional focus will be advantageous in terms of quicker delivery times.

Consumer awareness & engagement are also very vital.

Frozen Food in India still has a long way to go when it comes to consumer perception. It is imperative that we change the narrative. Adapting to consumer preferences and trends, understanding the market trends and identifying the emerging shift, focus on convenience and meal solutions need a lot of attention.

How your leadership experience in diverse industries, such as consumer durables and food & beverages, contribute to driving growth in the frozen food sector?

Having worked in various sectors like consumer durables and liquor and a decade long experience in food and beverage companies has given me a very sound understanding of distribution strength in India. Also over the last decade I have seen very closely the changing consumer buying patterns in the F&B sector which helps me in developing strategy which is very focused towards the end customer. And more importantly have been part of the ecosystem of smaller set ups and having seen them grow to large organizations – give me an edge in sailing through internal challenges of the organization and driving the growth with limited resources.

What are some of the key challenges, leaders face in driving growth within the frozen food market, and how can these be addressed?

While frozen food is a growing segment and the adoption has seen a surge over the last few years, the perceptions surrounding frozen food are still a deterrent. Consumers, largely, still view it as less fresh than traditional options. There is competition from India’s expensive fresh food market. Add to that, the underdeveloped cold chain infrastructure and logistical issues, which can impact the quality and delivery of frozen products. However, Sumeru has been proactive in addressing these challenges by focusing on quality-controlled processes, strengthening regional cold storage facilities, and leveraging government initiatives and emerging start-ups in the logistics space. Thankfully, a lot of government initiatives have helped in scaling up the category specially by focusing on growing the cold storage infrastructure in various states and also, quite a few start-ups have proffered in cold storage logistics which is actually helping grow the category.