How food brand Gits is finding its way in rapidly changing marketplace

A ready-to-cook food brand looks to stay relevant, even as its core promise of convenience is knocked over by a host of new players

New recipes, healthy alternatives and national pride—it is a broad sweep of narratives that the 55-year-old home-grown convenience foods brand is experimenting with, as it plots its way through a rapidly changing marketplace. A shift in customer perceptions and needs and the aggressive expansion of food-delivery apps are forcing Gits, the home-grown convenience foods brand to rethink its value proposition.

The brand has a long history in the country. It came into being in 1963 when Gits Food Products, a privately held company launched instant and ready to cook food mixes under its name. The company is currently managed by