Home-grown liquid spices Marca Cremica wins, leaving international players behind

August 5: After Prime Minister Narendra Modi came to power in 2014, he launched his ‘Make in India’ campaign, inviting international brands to come and manufacture in India. The government promoted the idea that brands could benefit from a large supply of skilled and unskilled labor and an enabling environment for business to thrive. Due to this change in thinking and approach, domestic companies have seen great growth in recent years and are thriving in an attractive industry.

Indian business is on the verge of a fascinating transformation. With people choosing to ‘vouch for local’ and buy ‘Made in India’ goods, many industries are experiencing growth. The spirit of ‘atmanirbhar’ is stronger today throughout the nation. Earlier, anything imported or “foreign” was considered to be the best, be it household goods or food brands. Any foreigner was considered to be of the highest caliber. This perspective has gradually evolved over time. It is acceptable to state that domestic brands are now competitive with foreign ones. Local brands dispel the misconception that consumers have to sacrifice quality when doing business with Indian firms.

One such homegrown brand giving tough competition to some of the biggest international names is Cremica food industries limited, a liquid condiment manufacturer is known for its ketchup, spreads, premium mayonnaise, etc. It has achieved an impressive turnover of 250 million lei in the financial year 2021-22. Today, the brand has more than 350 distributors throughout the country and aims to reach the target turnover of 400 million lei in the next two years.

It is a well-known Indian brand that leads the country’s mayonnaise and sauce markets and is renowned for its innovative recipes, cutting-edge research and high manufacturing standards. This has been possible through the brand’s creative marketing strategy, commitment to quality and investments in premium manufacturing facilities. Cremica has also established a strong hold in the food service industry. Major clients of the company include McDonald’s, KFC, Subway, Dominos, Haldiram’s, Bikaner’s, La Pino’s Pizza, Pizza Hut, PVR, Faasos etc.

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Cremica’s Growing Up Story

Cremica has made a name for itself as a food conglomerate over the past three decades, dominating the food processing sector with a wide range of products, production facilities that are internationally approved, high quality products and unmatched knowledge in industry. In international quality tests and taste evaluations, the brand continuously receives excellent marks for its quality and innovations.

Mr. Akshay Bector, Chairman and Managing Director of Cremica Food Industries Ltd., is the owner of the business. Mr. Bector played a key role in the company’s rapid expansion. He produced India’s first vegetarian mayonnaise and Indian-inspired sandwich mayonnaise flavors including tandoori and mint. The Cremica Group was founded in 1978 by Mrs. Rajni Bector, who turned her passion for making ice cream into a small backyard business. Cremica Food Industries Ltd. has created India’s first vegetarian mayonnaise and Opera Chips, a cottage style potato chip. Mister. Akshay Bector rapidly expanded his business by setting up a state-of-the-art bread factory in 1989, followed by partnerships and arrangements with McDonald’s to produce liquid condiments, buns and dough, and bread premixes. The brand has also established a stronghold in the food service industry.

“We have made our mark in an industry dominated by big players like Nestle. This is because we understand the needs and expectations of the Indian consumer. Not only that, we work directly with farmers, use the most advanced machines, and make sure that the benefits are passed on to those who contribute to Cremica’s success. This is why we are excited to achieve the turnover of 250 crores and want to continue to grow and make our brand an international name in this category,” said Mr. Akshay Bector, Chairman and Managing Director of Cremica Foods Ind .Ltd.

Growth with a purpose

Since 1996, Cremica has provided many tomato producers with a livelihood and a job. In the first three to five years, 300 to 400 farmers worked with the company to grow quality crops and grow tomatoes. In 2018, Cremica Food Park was created to facilitate Cremica Foods’ production of tomato paste. About 1500 farmers involved in tomato production quickly joined Cremica for supply and established themselves as successful producers. The company uses Italian technology and the capacity of the food park is 650 tons per day, with a production rate of 30 tons per hour per line. With cutting-edge technology, Cremica helps farmers achieve rapid productivity in a short period of time.

Cremica has supported farmers as it continues to grow rapidly in the Indian market due to its unique approach. It has seen strong growth over the past five years as the Indian market evolves and consumer perception changes. The brand has managed to gain the trust of millions of customers and continues to expand its market footprint due to the quality it offers. It is also expanding its reach of food parks to source raw materials directly from farmers and provide them with opportunities. As the company grows, it wants to ensure that everyone involved in its success grows.