Truly Indian, the US retail brand of Indian food company ADF Foods, has launched its frozen Indian Street Wraps nationwide at Kroger stores across the Mid-Atlantic, Southwest and West regions of the United States. The launch marks another step in the company’s efforts to expand the reach of Indian cuisine in the American retail market through convenient, ready-to-heat meals.
Announced on October 14, the new range is designed to bring the flavours of Indian street food to consumers seeking quick meal options without compromising on taste or convenience. Often compared with burritos or traditional Indian kathi rolls, the wraps combine roti flatbread with seasoned vegetable and paneer fillings.
The product range includes Paneer Tikka Street Wrap, featuring paneer and green pepper; Tandoori Aloo Street Wrap, filled with tandoori-spiced potatoes; and Aloo Gobi Street Wrap, combining spiced cauliflower and potatoes.
According to the company, the wraps are handcrafted in India using traditional techniques and Indian ingredients. The roti is prepared with whole-grain wheat, while the fillings draw on familiar Indian flavours and ingredients. The vegetarian products are also certified kosher and halal and are described by the company as glyphosate-free.
Designed for convenience, each wrap can be heated in a microwave in approximately 90 seconds and then crisped in a pan. The products can be consumed as a breakfast or lunch option or cut into smaller portions for serving as appetisers.
The wraps will be available in Kroger’s frozen food section at a suggested retail price of $2.79 per wrap. The format allows consumers to prepare an Indian-inspired meal quickly at home, while giving retailers an additional option in the growing frozen convenience-food category.
Rasa Kumar, senior vice-president of Truly Indian, said the company’s objective was to make authentic Indian foods more accessible to American consumers while preserving traditional cooking methods and supporting the communities involved in their production. The Kroger partnership is expected to expand the brand’s visibility and create opportunities for further growth in the frozen food aisle.
Truly Indian offers a portfolio of frozen and shelf-stable Indian foods, including naan and other traditional products. Its expansion into street wraps reflects a broader effort to adapt Indian cuisine to changing consumer lifestyles, where portability, preparation time and familiarity with international flavours increasingly influence purchasing decisions.
The brand is the US retail arm of ADF Foods, a fourth-generation family-owned food company established in 1932. Headquartered in India, ADF Foods manufactures frozen and shelf-stable products across three manufacturing facilities. Its portfolio comprises more than 400 products distributed across over 55 countries.
The Kroger launch strengthens Truly Indian’s access to mainstream American grocery retail and gives shoppers another way to explore Indian flavours through convenient frozen meals. For ADF Foods, the expansion also supports its broader strategy of taking Indian food traditions to international markets through products suited to modern consumption habits.