bigbasket: BigBasket teams up with chef Sanjeev Kapoor to launch frozen food brand Precia

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E-grocery major BigBasket on Tuesday said that it has partnered with chef and entrepreneur Sanjeev Kapoor to launch a frozen foods brand Precia.

“Our partnership with Chef Sanjeev Kapoor marks a decisive leap forward in meeting evolving consumer needs and tapping into new market opportunities,” Hari Menon, cofounder of BigBasket said.

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Precia will encompass three product categories, featuring frozen vegetables such as green peas and mixed vegetables, frozen snacks like momos and french fries, and frozen sweets including gajar ka halwa and purani dilli rabdi.

“Our goal of Rs 100 crore in online sales by 2026 underscores our belief in Precia’s potential and our commitment to continuous growth,” Menon added.

Using the individual quick freezing technology, Precia rapidly freezes items at ultra-low temperatures, maintaining their separation and it ensures to preserve the natural texture, colour, flavour of each individual piece of food, the company said.

“With BigBasket’s extensive reach and my culinary vision, we aim to make Precia a household name, providing families across India with delicious, hassle-free meal solutions,” Kapoor said.

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Precia further said that it directly engages with farmers for vegetable procurement and ensures fair compensation with a same-day pay policy.

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