GRM Overseas Limited (herein referred to as "GRM") after a successful launch of "10X Ready-to-Cook Biryani" category in December 2021, has further enhanced its Ready-to-Cook Biryani Kit portfolio by introducing two more Biryani flavours. Awadhi Biryani Kit and Lucknowi Biryani Kit are the two newly launched varieties, adding to its existing portfolio of Biryani Kits.
Biryani is known to be a royal-delicacies and is a regal treat to enjoy on special occasions. With the Induction of Biryani kits under Ready to Cook category, GRM has enhanced its presence in the evergrowing demand of Biryani by providing traditional and authentic taste to its customers. GRM's Biryani Kits contain high quality owned basmati rice with an authentic biryani masala paste made with secret ingredients and aromatic whole spices, all ready to be cooked with convenience to perfection.
According to a study by FICCI and PwC in 2018, Biryani industry has a market size of about Rs 280 bn and growing consistently in India. Out of this, the organised biryani segment has a size of Rs 30 bn (~11% share) providing enough growth potential for the company. The product appeals to the urban millennials for its convenience and taste which makes it a great choice for social gatherings due to its universal appeal.
Sharing his views on this important development, Mr. Atul Garg, Managing Director, said: "We are delighted to introduce new flavours under our Biryani Kit portfolio which has enlarged our space in the fast-growing packaged food industry domestically. Our focus has been to reach a wide consumer base with varied range of products to strengthen our 10X brand. We are confident to gain strong momentum going forward in Ready-to-Cook Biryani Kit, as people liking has been changing consistently along with the growing urbanisation and increasing percentage of working women pushing the need of these Ready-to-Cook products."