The company manufactures natural, fully cooked,
ready-to-eat entrees, curry sauces and intermediary
Bite Eatables Ltd (TBEL), is a 13 year old
company having state of the art facility to manufacture
ready-to-serve Indian entrees. The products were
launched in India as well as US, the Middle
East and Russian markets. But as the products
and the concept itself was way ahead of it's times,
the company did badly in all the markets. Meanwhile
the company changed hands to move to Pepsi
and later to HLL and finally Preferred
Brands International (PBI). PBI undertook
major restructuring operation both at the plant
and the market place in order to create competencies
for global markets.
According to the present
President of the Company Ravi Nigam the
reason for the Company not doing too well in the
beginning was the existing negative perceptions
in the mind of the people about processed foods.
TBEL’s turnaround story is nothing less
the able guidance of PBI the company got out of
BIFR in 1998 and in 1999 the company declared
profits for the first time ever. The rest, as
they say is history.
Today it is the largest
Indian food brand in the US and it has significant
presence in Europe, Japan, Canada and Australia
too. According to Nigam, the
US has been its mainstay with 75% of the companies
products being exported to that region.
The company with its
state-of-the-art factory at Bhandgaon near
Pune manufactures fully cooked, ready-to-eat
entrees, curry sauces and intermediary pastes.
The unique features of Tasty Bite's entrees are:
they are all natural, have a shelf life of 18
months, don't require refrigeration and are fully
cooked and ready-to-eat. The secret behind these
features is the unique 'Retort' packaging technology
developed by NASA, which keeps food as fresh as
the day it was packed.
Tasty Bite has ambitious
plans for the Indian market, the coming months
will see the launch of Tasty Bite's products in
32 cities across India. This growth will be supported
by many new product launches during the year.
Tasty Bite is on the way of becoming a truly national
The company has done
a soft launch of its products in the country but
has limited this to the A category stores only.
The company is also planning to take its products
to Australia, South Africa and the Gulf States.
Address: R4 Kohinoor Estate, Near
Kamal Nayan Bajaj Udyan, Mumbai-Pune Road, Pune
- 411 003.
Phone: 582 0185
By Rahul Surkund
Photo Courtesy: Tasty Bite Eatables