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Business EconomyPosted at: Mar 3 2021 3:31PM


Ajinomoto India to dish out seasoning for veggie dishes

Chennai, Mar 3 (UNI) Japanese food processing and seasoning
company Ajinomoto has chalked out expansion plans in the Indian
domestic market under the popular Hapima brand, besides
strengthening its distribution network.
Having its manufacturing facility at Mahabalipuram near Chennai,
it showcased Hapima Veg Masala Mix Varuval, an all in one
seasoning mix.
"This is first pure vegetarian masala mix for Tamil Nadu
consumers. We have started expansion of Varuval mix'',
Company Marketing Manager in India Govinda Biswas said.
The company besides serving the Tamil Nadu market, will
also launch the mix in Karnataka.
The company is the distributor of Ajinomoto (mono sodium
glutamate) and manufactures seasoning for fried rice and
crispy fries under its brand Hapima.
In Tamil Nadu, the product has a presence in 30,000 retail
outlets and is looking to scale up its distribution network
in Bengaluru from 3,000 outlets and three distributors due
to increasing demand for Hapima products.
The new product, which is in research and development stage,
is likely to hit the market in another two years and will be
produced in the same manufacturing facility, which is on an
expansion mode, Company Managing Director Atsushi
Mishuku said.
Asked on the production capacity of the new product, he
said, the plant in Mahabalipuram was operating at 50-60
per cent of capacity and with the launch of Vegetarian
masala mix it can be increased to 80-90 per cent.
On the expansion of retail network, he said the company
was having 70 distributors in the State and it has been
expanded to 110.
The company has so far invested Rs 30 crore, which includes
the investment for expansion and will have the total capacity
of 2,000 tonnes.
"Our focus is on kirana shops. We are focusing on rapid
expansion. We are planning to expand distribution to
210 across Tamil Nadu by next year," he said.
UNI GV 1530
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