Shri Bajrang Alliance, a company based in Chhattisgarh, India, took a step into the frozen foods business about a year ago. Since then, the company has been making strides to establish itself in the market and grow its product offerings. Now, the company is gearing up to launch a new quick-service restaurant (QSR) brand called ‘Goeld’ in the near future.
The launch of the QSR brand has been delayed due to the ongoing COVID-19 pandemic. However, according to Archit Goel, the Executive Director and CFO of Shri Bajrang Alliance, the company is currently in the process of finalizing the brand design and standard operating procedures (SOPs) for a launch in the early part of the 2023-24 financial year.
Archit Goel, Executive Director and CFO, said, “A lot of QSR brands are using our frozen products already. So, with our own QSR, our products will get more visibility in the market. We have a robust distribution network in over 40 cities in the country. We are currently present in all the modern trade and online e-commerce channels. We supply between 90,000 to 1-lakh kg of frozen products to the HoReCa in an average month.”
As the company prepares for the launch of its new brand, Archit Goel has been discussing the HoReCa (Hotel, Restaurant, and Catering) segment. According to Goel, spring rolls and kebabs are highly in demand in this segment, as they provide value and convenience for large banqueting events. This suggests that the Goeld brand may also focus on offering these types of products to cater to the needs of the HoReCa market.
Shri Bajrang Alliance’s foray into the frozen foods business and the upcoming launch of the Goeld QSR brand are exciting developments for the company. With the ongoing pandemic affecting businesses worldwide, it’s impressive to see a company persisting and preparing for expansion. By focusing on high-demand products like spring rolls and kebabs, Shri Bajrang Alliance may have a successful entry into the QSR market with its Goeld brand.
