India’s ready-to-cook (RTC) food segment is witnessing an unprecedented surge, recording a 58% growth in 2024 and adding 18 million new households to its consumer base, according to Kantar Worldpanel. In stark contrast, the overall packaged food market posted a modest 8% growth, highlighting the significant shift in consumer preferences towards convenience without compromising freshness or the cooking experience.
From Niche to Mainstream
Once a small corner of the packaged food aisle, RTC foods have grown from representing just 5% of the segment to 8% in just two years. Products like dosa batters, curry pastes, and cake mixes are now increasingly filling up grocery baskets, particularly among urban, dual-income households that are short on time but unwilling to compromise on the satisfaction of home-cooked meals.
“Convenience is king, but the landscape is evolving,” said K Ramakrishnan, MD – South Asia, Worldpanel Division, Kantar. “Consumers want speed but also crave freshness, health, and control over their meals. Brands that innovate along these lines stand poised to capture the next wave of growth”.
Ready-to-Eat Losing Ground
Interestingly, while RTC is booming, its close cousin—ready-to-eat (RTE) foods—has seen a dramatic decline, losing nearly half its volume over the past two years. RTE products, which include heat-and-eat pulaos and curries, are increasingly being overlooked in favour of RTC offerings that allow consumers to feel more involved in the preparation process.
“The decline of RTE shows that consumers are not just looking for convenience, but also want the experience of making something fresh at home,” Ramakrishnan added.
Quick Commerce, Urban Lifestyles Fuel Growth
The category’s meteoric rise is also being powered by structural shifts in urban living. More dual-income families, rising disposable incomes, and busier schedules are pushing consumers towards semi-cooked solutions. The proliferation of quick commerce platforms has further boosted access to RTC products, making them an easy pick during last-minute grocery runs.
Ashu Phakey, Vice President and Business Head – Frozen and Fresh Foods, ITC, noted, “In the last few years, Indian consumers have increasingly added RTC products to their grocery baskets. The rise of quick commerce, greater accessibility, and a strong focus on innovation in product portfolios are all contributing to this momentum. RTC products are seen as fresh food made at home, not just convenient.”
Industry Responds with Innovation
Seeing the trend unfold, food manufacturers are expanding their RTC portfolios rapidly. From traditional Indian gravies to gourmet international offerings, brands are innovating to meet the nuanced expectations of the new-age consumer.
Rajiv Kumar, Vice Chairman of Dharampal Satyapal Group, said, “We’ve been active in the gourmet, ready-to-cook gravies space since late 2023. These products resonate because they let consumers feel a part of the cooking process while delivering convenience.”
The Road Ahead
As India’s food landscape transforms, RTC meals are no longer a stop-gap solution—they’re becoming a lifestyle choice. With health, freshness, and participation in meal-making now central to food-buying decisions, the RTC segment is poised for continued growth.
Experts say that for brands, the path forward lies in deepening their innovation pipelines, staying nimble with product formats, and leveraging quick commerce and D2C channels to reach this convenience-first yet quality-conscious consumer.
In short, the kitchen is changing—and ready-to-cook is leading the charge.