PKM Foods plans national foray

Pune-based PKM Foods Pvt Ltd is bracing for the national launch of its range of pickles and spices.

As part of its expansion plans, the company will open distributorships in Rajasthan, Gujarat and Karnataka, Rahul Jadhav, managing director, told reporters on Wednesday.

Jadhav said the company was planning an aggressive launch of products including speciality and health pickles in addition to a range of spices and niche spices such as paav bhaji or biryani masala.

"The entire launch exercise will be complete by the end of the year after which we plan to extend our presence in a few Indian states," he said.

The company is putting in place a network of distributors in Maharashtra in the first stage of the expansion plan. PKM Foods will thus have 1,000 distributors who will support 20,000 retail outlets by the end 2007, he said.

PKM Foods has engaged Pune-based Setu Advertising for the branding and advertising of its new range.

Jadhav said the company was in talks with large format retail stores such as Reliance and Tru Mart in addition to the retail sections of upcoming malls.

The company would look at shelf space or special racks within malls to create an identity of itself.

Commenting on the broader market situation, Jadhav said the pickles market in the country largely comprised non-branded small players.

The entire market can be estimated at about Rs 7,000 crore, of which the organised manufacturers hold a share of about 10 per cent, he said.