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Godrej Tyson Aims for 24 Per Pent Share in Fresh Chicken Market

24 June 2014

INDIA - Poultry and vegetarian products manufacturer and marketer Godrej Tyson Foods is aiming to have 24 per cent market share in the fresh chilled chicken category and 10 per cent in ready-to-eat chicken delights within the next three years.

The company which markets fresh chilled chicken under Real Good Chicken (RGC) brand and ready to eat under Yummiez brand, has invested Rs 600 million on expansion of plant capacities, reports The Economic Times.

"We are expecting RGC to achieve 24 per cent market share in fresh chilled chicken (amongst organised players) and 10 per cent for Yummiez in two to three years," Godrej Tyson Foods COO Arabind Das said.

The company is getting over all retail growth of up to 12 per cent every year, he said.

"RGC business is growing at 18-20 per cent and Yummiez is growing at 24 per cent. In coming years we plan to grow yummiez at 30 per cent & RGC at 20 per cent," Mr Das said.

Last fiscal, the company had expanded its plant capacity by 80 per cent keeping in line with the future growth strategy. The company plans to expand business by investing in the chillers and freezers.

"We would be investing around Rs 10 crore in next two to three years in chillers and freezers. Last financial year, we have invested 5 crore and," he said.

The company follows October-September financial year. Godrej Tyson, a 49:51 JV between Godrej Agrovet Ltd and US based Tyson Foods Inc, has launched Rs 48 pack of 400 gm chicken and is expecting a good sales from it.

"This is aiming to provide a protein-rich meal to economy class people. It is sufficient protein-rich diet for a small family at an affordable price," said Mr Das.

According to Mr Das, consumption of protein-rich food is declining in the country due to rising food inflation and its Rs 48 pack may help in providing nutritious food to the mass at an affordable range.

Presently, RGC is available in five cities - Mumbai, Pune, Bangalore, Hyderabad and Chennai - and Yummiez in 60 cities, would be expanded to 200 in next three to five years.

"RGC is available in 1,200 outlets and Yummiez in 4,000 outlets," he said, adding that it would be expanded further.

TheMeatSite News Desk

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