To increase brand salience, ProV Foods collaborates with Kapoor and Narayanan

In order to encourage Indian consumers to choose healthier snack options for a healthy lifestyle and long-term well-being, ProV Foods, a leading integrated commodities conglomerate with a significant presence in the dry fruits, nuts, seeds, and berries segment, has partnered with celebrity master chef Sanjeev Kapoor and food and FMCG veteran KS Narayanan.
As ProV’s brand and growth ambassador, Kapoor will work with the company to create new value-added branded dried fruit, nut, and seed products that are suited to the tastes of Indian consumers. Narayanan will assist in leveraging growth, international quality food processing capabilities, and technical know-how for the development of patented products thanks to his more than 30 years of expertise in the food and FMCG industries.
The co-founders of ProV, D P Jhawar, Shalin Khanna, and Deepak Agrawal, claimed: “With the help of master chef Sanjeev Kapoor and food industry veteran KS Narayanan, ProV will be able to reach more consumers looking for a reliable brand offering them cutting-edge products from natural to flavor-augmented healthy snacks. There is a significant gap in the Indian market for healthy snacks, particularly in the nuts and dry fruit category.”
In response to questions about the collaboration, Kapoor stated, “Having observed the expansion of the packaged food categories over the last two decades, I strongly feel the time is ripe for upgrading the nuts and seeds category from the largely unorganized/loose segment to the packaged, branded value-added format assuring consumers of consistent quality. Nuts and seeds are well-known for their health advantages and have long been a staple in traditional Indian homes. The emergence of healthy “on-the-go” snacking has sparked a wave of quick innovations in flavors, coatings, form, and packaging, resulting in goods that satisfy modern consumers.”
The ProV team is young and energetic, and they have more than 100 years of combined experience in sourcing commodities, so they are well-positioned to take advantage of this fantastic opportunity as it arises.