bigbasket, a TATA Enterprise, announced the launch of a new brand of culinary delights called Precia. The revolutionary frozen foods brand is an outcome of bigbasket’s collaboration with Padma Shree Awardee Sanjeev Kapoor. Every recipe under Precia has been tried, tested, and curated by Chef Sanjeev Kapoor himself using the latest technology called individual quick freezing (IQF) to preserve its authentic flavour.
According to statistics, India’s frozen food sector is projected to reach $4.5 billion in the next five years, at a CAGR of 16%. This growth can be attributed to urbanization, busy lifestyles, increased disposable income, and the demand for quick, hassle-free solutions. Recognizing this trend, bigbasket and the culinary maestro have joined hands to provide consumers with healthy, tasty, chemical-free, and convenient food solutions through Precia. Precia will encompass three distinct product categories, including Frozen Vegetables featuring items like green peas and mixed vegetables, Frozen Snacks showcasing delights such as momos and golden sweet corn, and Frozen Sweets offering indulgences like Gajar ka halwa and Purani Dilli Rabdi.
Speaking about the launch, Hari Menon, CEO and Co-Founder, bigbasket, said, “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. Our goal of INR 100 crore in online sales by 2026 underscores our belief in Precia’s potential and our commitment to continuous growth.”
IQF technology helps in rapidly freezing items at ultra-low temperatures, maintaining their separation. This innovative approach differs from traditional methods that often lead to clumping or degraded quality. The technology preserves the natural texture, colour, flavour, and nutritional integrity of each individual piece of food, setting a new standard for food preservation.
Adding further, 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.”
Precia prioritizes ethical sourcing, directly engaging with farmers for vegetable procurement, ensuring fair compensation with a same-day pay policy. The manufacturing partners adhere to legal norms, maintain good manufacturing practices, and promote gender equality with an average of 27% women employees. The brand’s commitment to environmental sustainability is evident through partners holding PCB licenses.
