Being known for it’s tasty sambar alongside idli and roast (Dosa, as it is called in the Coimbatore region), Annapurna Restaurants is a household name for the past 5 decades in the state of Tamil Nadu. Most regular visitors to the city for leisure or work would never leave the town without splurging at their iconic restaurants formerly known as “Sri Annapurna Sri Gowrishankar”, over 25 of them currently across the city. The brand has now launched a large operation to serve spices and masalas in packed form which can be consumed at home with the parent brand on its packs.
Annapurna Spices’ FMCG wing took a big shape in 2012 when the third generation scion Vijay Prasad returned to India after his education and employment stints in the US and Australia. From a 3 Cr turnover pa in that year, the company is in the range of Rs. 40 Cr. for the time being and plans to reach Rs. 90 Cr in the FY 21-22. With a wide range of masalas that cater to the taste of vegetarian and non-vegetarian home cooked food varieties, the company has 35 SKUs in various pack sizes and retails through traditional trade (Kirana shops) as well as Modern Trade (Chain stores).
“Yes, the market is cluttered, but our products will stand out as they cater to the local palette“, said Vijay Prasad, Executive Director, Annapurna Foods, in a recent interview to The Hindu Businessline. He’s perhaps right. The masala and spices consumption market in India is estimated to be Rs. 70,000 Cr pa and over 40% of this is from South India. Barring 20-25% market share among top branded players, the rest is localised or home made.
The company employs over 200 people across various levels and plans to add 100 more this FY. The factory is located in Coimbatore spread over 25,000 sft which can produce 30 tons of Masalas every day. Annapurna spices and masala products are available across TN, Karnataka and Andhra as well as e-commerce portals.