Veetee Fine launches food products in UP

Veetee Fine Foods Ltd, one of the country's major producers and marketers of fine-quality Basmati rice to over 50 countries globally, has entered into a strategic partnership with a health and slimming centre company in Lucknow for the promotion of the company's recently launched Ready-to-Eat (RTE) food products in Uttar Pradesh.

"The entire range is low-cholestrol and has no trans fat. We have an arrangement with 'Body Care', a slimming and health centre, which will help us in the promotion and visibility of our products within their clients across the state," Aayushman Gupta, chief executive officer of the company, told Business Standard. The company launched its RTE products in the state last week.

"Packed in microwavable pouches, the current range comprises 18 Indian curries such as aloo choley, dal makhani and three rice-based dishes (vegetable biriyani, cumin rice and pulao). Another 17 dishes are under development and we intent launching them within a month," said Gupta.

The RTE market is worth Rs 250 crore in the country and expected to be around Rs. 500 crore in 3-4 years.