How FSIPL works with its customers to become their innovation think tank and supply chain partner

The brainchild of Ajay Jaysinh Mariwala, Food Service India Pvt Ltd (FSIPL) is today the leading Food Service Distributor in India. While the food industry was growing at a remarkable 10% CAGR and was valued at INR 3.5 lakhs crores, FSIPL identified the unique opportunity to create an ecosystem to fuel this momentum. Today, after years of concerted efforts, it has become the go-to destination for all HORECA needs and the first choice of chefs for building an innovative and profitable menu. FSIPL has grown significantly over the years with a 400+ distributors base, reaching more than 20k active outlets. After reaching out to all major cities in India, the brand is now expanding to Tier III cities.

Market leaders in bringing out the very best

Food Service India Pvt Ltd is a leading provider of culinary solutions and services to restaurants, offering a comprehensive 360-degree approach to optimise backend processes, menu development, product training, and ongoing support until the staff can handle operations independently. Another strong pillar of FSIPL service is the menu development and customised  kitchen solutions, where the brand co-creates with their customers, unique menu additions based on the market study and food sensory test. FSIPL serves customised solutions to 40+ F&B brands domestically and internationally. 

Along with providing the best customer service, the brand has a robust distribution system with a dedicated sales team ensuring throughout the year assistance to all HORECA segments. The brand has a strong manufacturing partnership that spans across 20 units with state-of-the-art facilities across India. FSIPL products are also available on e-commerce marketplaces and the proprietary customer app which services the existing customers digitally. Whether it is stock availability, logistics issues or even product rejection, the sales team is well trained to assist all HORECA customers.

Innovating and introducing flavours

Food Service India believes in continuous innovation and improvement, and this is aided by their state-of-the-art development centres. The development centres are equipped with the latest technologies and research to ensure that they can create and test new products and solutions that meet the evolving needs of their customers. With a great R&D facility, a team of experienced food technologists and 25+ in-house chefs, FSIPL develops each solution specifically after studying the Indian taste palate and the HORECA requirements. The key focus area of every innovation and product launch is the taste parameter, the versatility of the solution and positive impact created on the customer’s kitchen operations along with budgets. 

FSIPL has played a pivotal role in bringing unique international flavours to the Indian HORECA industry. They have been instrumental in creating the first ever piri piri seasoning mix that created a storm in the finger food market. The very famous KFC style fried chicken was commercialized by FSIPL across India. In 2018, when Frappe was still a niche beverage segment, only served by premium cafes, Marimbula launched Frappe premixes that didn’t need any cold storage facility. This innovation has empowered remotest locations and smallest cafes across India to create their range of delicious beverages. Today, FSIPL offers 300+ solutions that cater to the top 10 cuisines consumed across India.

Infinite box of flavours

Over the years, FSIPL has launched a plethora of brands that are much used in markets across India. The brand holds an impressive market share in the industry. In the year 2021-22 alone, the FSIPL customers have used Chefs Art piri-piri mix to sell 33000+ metric tonnes of French fries alone while the Oregano spice sprinklers have been used to deliver 29 million pizzas. Another strong performer, Sunbay covers categories like Ready-to-Cook gravies, chutneys, international sauces, dry pasta and canned foods. The ready-to-cook base gravies have seen tremendous success due to the authentic mix of ingredients, right consistency and no taste compromise. Their many regional launches like Sambar concentrate, Chettinad gravy, chopped masala, even the Jain options are best in the industry. The very popular Marimbula is used to infuse fun and zing into every drink. With Marimbula, FSIPL not only brought in a beverage with Indian sensibilities, but also had the international appeal. Today, the brand offers a wide variety of flavours and ethnic variants like Aam Panna and Saffron. Their other very popular products are SIL jams, sauces, and condiments.

With a two-pronged mission to becoming an agile innovation think tank for customers and a dedicated supply chain partner, FSIPL is sure to lead the market in the coming years. Every new product of FSIPL goes through multiple rounds of sensory, nutrition evaluation and food application tests, making them an absolute favourite. Even the third parties that they partner with are verified, audited with a focus on farm-to-fork transparency for their customers. With a vision of becoming a INR 1,000 Crore company in the next five years, FSIPL is poised to lead the market with its dedicated services and amazing innovations.