As the global palate of Indian consumers evolves, one Mumbai-based brand is bridging the gap between convenience and authenticity in international cuisine. Ceres Foods, the parent company of the popular Moi Soi brand is gearing up to achieve a turnover of over INR 40 crore this year, a significant leap from its previous benchmarks.
“Last year, we closed at around INR 10 crores, and this year, we’ve already surpassed that figure. We’re aiming to achieve a monthly revenue of INR 3 to INR 4 crores, targeting around INR 36 to INR 40 crores by the end of this fiscal year in March, provided everything goes according to plan. We’re about 40% of the way there as of now,” informs Deb Mukherjee, Co-Founder of Ceres Foods.
Moi Soi has rapidly become a household name, often mistaken for an international brand. “People feel that Moi Soi is an international brand. We get that feedback all the time. It was not designed on purpose; it just came out to be,” says Mukherjee. This inadvertent perception of Moi Soi as a foreign brand is a testament to its distinct branding, which diverges from the typical market strategy.
Pan-Asian Cuisine for Indians
Moi Soi’s core mission is clear: to bring the essence of Pan-Asian cuisine to Indian consumers in a way that’s accessible, authentic, and convenient. The brand has tapped into a growing consumer base that no longer restricts itself to the familiar flavors of Indian-Chinese cuisine but craves a broader spectrum of Asian dishes.
“When we launched Moi Soi, we realized that there was no single brand offering a variety of Asian cuisines to the home cooking market. We wanted to fill that gap by saying, ‘Okay, come, I will solve all your problems,'” says Mukherjee. Today, Moi Soi offers a diverse range of products, from Korean and Japanese to Thai and Chinese, allowing consumers to enjoy restaurant-quality food at home without the hassle.
Currently, the company portfolio includes about 25 SKU, spanning multiple categories such as noodles, condiments, stir-fry sauces, and ready-to-eat curries. “Our products are designed to compete in quality with what is imported into the market, and we manufacture them in India,” Mukherjee emphasizes.
One of the brand’s standout innovations is its ready-to-eat Thai curries, which eliminate the need for additional ingredients like coconut milk. “We saw that people buy curry paste and coconut milk separately, which is a big process. Our packets are ready to eat; just open, pour, and enjoy,” Mukherjee explains. This focus on convenience, without compromising on taste, has struck a chord with consumers, making the Thai curries and chili oils some of Moi Soi’s best-sellers.
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Expanding Products and Offline Channels
Moi Soi’s sales strategy has evolved alongside India’s dynamic retail landscape. Initially, the brand was heavily reliant on online sales, but it has since diversified. The brand has also found success in quick commerce platforms like Blinkit and Instamart, and is now eyeing a 50-50 revenue split between online and offline sales.
Mukherjee talks about it, “A year ago, we were almost 85% online and 15% offline. Today, we are 60-40, and we intend to get it down to 30-35% online in the next year,”. According to him, the shift is part of a broader strategy to balance the brand’s presence across both digital and physical retail spaces, with a keen eye on profitability.
Besides that, the company plans to increase its manufacturing footprint from 6 to 15 factories by the end of the year. The brand is also eyeing tier-2 and tier-3 cities as key markets for growth. “Over the next 6 to 8 months, we want to activate at least 10 tier-2 or tier-3 cities where people should taste Moi Soi,” Mukherjee reveals.
