In the past
ready-o-eat meals was purchased by bachelors and those who travel frequently.
But, due to the rise in cost of vegetables more and more people have turned over to this quick-fix solution
to cut costs.
Economists
still believe that home cooked would be more economical but the Assocham study
maintains that the steep rise in prices of vegetables has over 58% middle and
low income group families swiching over to pre-cooked food.
The study pointed out that with prices of kitchen staples such as garlic and
ginger (Rs 160 to Rs 200) and tomatoes (Rs 40 to Rs 60) increasing, the demand
for their ready-to-use version has shot up. And local grocers corroborated the
survey's findings. Ashok L Mankar, a grocer in Vimannagar said, "Of late
we have had to increase our stock of ginger-garlic paste and tomato
puree." Kanahaiya Jadhav, another grocer said that in the last couple of
weeks he has seen a rise in sales of products such as aloo methi, aloo palak,
bhindi masala, navratna korma, gobhi matar.
Most ready-to-eat food products are priced Rs 35 and upwards and serve 2-3
adults. In fact, with the boom in the packaged food industry, many
companies have launched products that target the middle income group. A walk in
any well-stocked grocery store in the city throws up countless options - from
readymade vegetable cutlets, methi vadas, theplas to aloo tikkis, green pea
tikkis, and the all-time favourite, gobhi/mooli paratha, priced appropriately
to suit the middle-class pocket.
Another Assocham survey says that consumption of such products is much higher
in urban areas, especially metros, where life is fast-paced and stressful. The
report says urban areas account for 72% sales of such products, with the north
and west responsible for two-thirds of the sale.
The survey, 'Rising prices of fruits and vegetables', polled 5,000 people to
evaluate the impact of rise in price of fruits and vegetables. Published in the
first week of July, the survey was conducted in major cities such as Pune,
Mumbai, Delhi-NCR, Kolkata, Chennai, Ahmedabad, Hyderabad, Chandigarh, Dehradun
and Bengaluru. The maximum impact was felt in Delhi, followed by Mumbai,
Ahmedabad, Kolkata, Chennai, Hyderabad and Pune.
Assocham's secretary general D S Rawat said the sudden spurt in vegetables
prices had seriously hit the ordinary consumer, especially in metro cities. He
added that consumers were now being forced to avoid fresh fruits and vegetables
and turning to packaged foods. The study, conducted under the aegis of Assocham
Social Development Foundation (ASDF), cited the rise in sales of packaged food,
canned/dried processed food, frozen processed food, meal replacement products
and condiments. Several households are stocking up on packaged juices, unable
to afford fresh fruits (fresh apples priced anywhere between Rs 150 to Rs 180 a
kg).
The last couple of weeks has seen a rise in sales of products
such as aloo methi, aloo palak, bhindi masala, navratna korma, gobhi matar.
Most ready-to-eat food products are priced Rs 35 and upwards and serve 2-3
adults. In fact, with the boom in the packaged food industry, many companies
have launched products that target the middle income group. A walk in any
well-stocked grocery store in the city throws up countless options - from
readymade vegetable cutlets, methi vadas, theplas to aloo tikkis, green pea
tikkis, and the all-time favourite, gobhi/mooli paratha, priced appropriately
to suit the middle-class pocket.
Another Assocham survey says that consumption of such products is much higher
in urban areas, especially metros, where life is fast-paced and stressful. The
report says urban areas account for 72% sales of such products, with the north
and west responsible for two-thirds of the sale.
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