Tata-owned Bigbasket partners with culinary maestro Sanjeev Kapoor to launch Precia

BigBasket, a Tata Enterprise, has partnered with Padma Shree Awardee Sanjeev Kapoor to introduce Precia, a new brand in the frozen foods market. 

The company said the partnership aims to blend Kapoor's culinary expertise with BigBasket's extensive distribution network to offer consumers healthy, tasty, and convenient food solutions. Precia utilizes the innovative Individual Quick Freezing (IQF) technology to ensure the preservation of the food's authentic flavour, texture, and nutritional value.

The future of frozen foods

The launch of Precia comes at a time when India's frozen food sector is expected to grow significantly, reaching $4.5 billion in the next five years.

The growth is driven by urbanization, busy lifestyles, and an increase in disposable income, leading to a higher demand for quick and hassle-free meal options. Precia aims to cater to this demand with its range of frozen vegetables, snacks, and sweets, all curated under the watchful eye of Chef Sanjeev Kapoor.

What did Chef Sanjeev Kapoor say?

Chef Sanjeev Kapoor said, "Precia is a labour of love, where each product carries the essence of my culinary journey. We have harnessed the power of individual quick freezing to preserve the authenticity of flavours and nutritional value. Food is an emotion and we have ensured that consumers are able to enjoy the delectable flavours in the comfort of their homes."

"With Bigbasket's extensive reach and my culinary vision, we aim to make Precia a household name, providing families across India with delicious, hassle-free meal solutions," he added.

Ethical sourcing and sustainability

Precia prioritizes ethical sourcing and environmental sustainability. The brand directly engages with farmers for vegetable procurement, ensuring fair compensation with a same-day pay policy. 

Moreover, its manufacturing partners adhere to legal norms, maintain good manufacturing practices, and promote gender equality. The brand's packaging is designed to be easy to use, mess-free, and sturdy enough for reuse, catering to households of all sizes, as per the statement. 

Achieving Rs 100 crore in online sales 

Hari Menon, CEO and Co-Founder of BigBasket, highlighted the strategic nature of the partnership with Chef Sanjeev Kapoor and the ambitious goal of achieving Rs 100 crore in online sales by 2026.

"The inception of Precia began a year and a half ago after an extensive process of recipe trials and testing. Our partnership with Chef Sanjeev Kapoor marks a decisive leap forward in meeting evolving consumer needs and tapping into new market opportunities. By combining Chef Kapoor’s culinary expertise with bigbasket's robust infrastructure, we are poised to revolutionize the frozen foods sector. Together, we aim to redefine the landscape, meeting the growing demand for convenient, high-quality meal solutions," he added.