Bigbasket Partners With Chef Sanjeev Kapoor, Elevating Frozen Food With IQF Technology

Tata Enterprise’s Bigbasket collaborated with renowned Chef Sanjeev Kapoor and launched a new frozen foods brand, Precia on Tuesday.

The brand has been experimented and tested by Chef Kapoor and showcases a fresh business strategy utilising the new technology known as individual quick freezing (IQF) to safeguard foods genuine taste.

IQF technology aids in swiftly freezing products at extremely low temperatures, ensuring they remain distinct. In a statement, Bigbasket said the groundbreaking method contrasts with conventional techniques that frequently result in clumping or diminished quality. The technology maintains the original texture, colour, taste and nutritional value of every single food item, establishing a new benchmark for food preservation.

Speaking about this partnership Hari Menon, CEO and Co-Founder of Bigbasket told BW Marketing “This highlights our objective of reaching Rs 100 crore in online sales by 2026, showcasing our faith in Precia's potential and our dedication to consistent growth.”

He emphasised with Chef Kapoor's culinary skills and Bigbasket's strong infrastructure, we are ready to transform the frozen foods industry. Our goal is to reshape the market by providing convenient, top-notch meal options to meet the increasing consumer demand.

Furthermore, Menon illuminated the origins of the brand, which commenced a year and a half ago following a thorough series of recipe experiments and evaluations. He underscored that Precia represents a significant advancement in addressing changing consumer demands and exploring fresh market prospects.

In a similar vein, Chef Sanjeev Kapoor said “Precia is the result of my passion and dedication, where every single product reflects the essence of my culinary expedition.”

 He stressed with the vast reach of BigBasket and my culinary vision combined, our goal is to establish Precia as a renowned brand, offering delectable and convenient meal solutions to families all over India.

Bigbasket stated that Precia emphasises ethical sourcing by directly collaborating with farmers for vegetable procurement, guaranteeing fair compensation through a same-day pay policy.

Additionally, it said the brand's manufacturing partners also adhere to legal norms, maintain good manufacturing practices, and promote gender equality with an average of 27 per cent of women employees.