ITC, the multi business conglomerate, has entered into the forzen foods market with the launch of frozen prawns under the ITC MasterChef brand.
ITC, starting with New Delhi and Hyderabad, aims to sell its frozen prawns in seven metro cities covering 200 top retail outlets in each city, by year-end.
The company even aims to take care of the delivery if required.
The company as a part of its strategy to enter one new category every quarter, next aims to launch vegetable and fruits later this year. ITC, However, may consider creating a new brand for fresh vegetables, fruits and organic products.
The ITC MasterChef brand is going to cover only processed and frozen foods.
