Published On: Thu, Sep 15th, 2016

Icnoic Odisha masala brand RUCHI Foodline enters national capital New Delhi

14291920_867745886691538_378515379546526605_nNew Delhi: Famous RUCHI Foodline has been launched in the national capital in a big way. Taking the lovers of high quality spices and ready to eat products by storm, RUCHI is becoming a house hold name in a large of part of New Delhi.
RUCHI Foodline of Om Oil & Flour Mills Ltd of Odisha has recently completed 41 years of its operations. It makes spices, vermicelli, pasta, and big range ready to eats products. InAct (Inovative Activations) is the company responsible for the availability of Ruchi Spices in North India.
Malay Kumar Rout, the CEO of InAct says, “Being an Odiya myself , I had kept on listening friends talking about bringing Ruchi Spices from Odisha time and again, due to their non availability in Delhi NCR. We took this as an opportunity and tied with Om Oil & Flour Mills Ltd for exclusive distributions rights in North India. The idea was to make the brand available to the consumer so that at least with the home cooked food they could feel the pride of being an Odiya”.
Ruchi Foodline while maintaining the authentic taste, has over the years developed the international standard packaging too. Malay says that when we hear about any regional foodline producer, we expect overwhelmingly regional taste and flavours but in case of Ruchi Foodline, its a perfect balance. “One side we got Dalma Masala, Fish Masala, Sattu which is predominantly used in Odisha, WB, Bihar Jharkhand, we have also got Dal Tadka, Daliya,Dal Makhani, Paneer Afghani, Pindi Chana, Chole Masala, Paneer Makhani, Mutton Roganjosh which majorly have a North Indian taste. “
Also, looking at the busy schedule of metro and tier II cities, Ruchi has developed range of Ready to Eat and Ready to Cook products which are healthy and tasty too, under the banner of FROZIT. Thanks to Ruchi foodline, now enjoying Kheer is not a matter of hours of labour in the kitchen. With Ruchi Kheer Mix it’s all about frying the ready mix of vermicelli and dry fruits with ghee for two minutes and adding the same into hot milk . In next five minutes your favourite Kheer is ready for you, informs InAct CEO.
Talking about how Ruchi has made easier for city people, he says , “ Often we struggle with making good curry due to paucity of time and lack of ingredients. At Ruchi Foodline we understood the concern and developed ready -made gravies like Korma Gravy, Tikka Gravy, Brown Gravy, Bhuna Gravy and Biryani paste. So now it’s just a matter of boiling the vegetables or meat and cook that with the Frozit readymade gravy for a few minutes to get your tasty and healthy curry.”
Along with the range of blended spices like Chicken Masala, Meat masala, Fish Masala, Premium Hyderabadi Biryani Masala, Ruchi makes masala without onion and garlic too which is in big demand and known as “ RUCHi Curry Masala”. “Our Garam Masala is the best and too superior in taste amongst the competition. We are also using the best wheat for our Daliya, Sooji and sooji based vermicelli. Sun made Vermicelli is one of the hot cake today,” he says.
As per Malay, it’s not about making the SKU available but during stall promotion, the brand recognition is something to watch and that inspire us as well as push us to increase the WOD (Width of Distribution). “At InAct our priority is to make it available in those areas first where the density of Odiya population is high and followed by rest of the area. We are also looking distribution partner who are not only well connected but who can feel our emotion and carry our legacy.
Delhi, Haryana, UP, Rajasthan, Chandigarh and Punjab are the state where InAct is looking for potential local distribution partners.

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