A food technology firm called FroGo has opened India’s first e-commerce site that specialises on frozen food delivery.
A high demand for frozen food products is being driven by urban residents’ evolving lifestyles.
By 2027, the market for frozen meals in India is projected to grow from its present value of INR 124.06 billion to INR 306.61 billion.
FroGo retails and delivers a wide range of goods from industry leaders like ITC, McCain, Kwality Walls, Haldiram, etc. in order to meet the rising demand for high-quality frozen food items, as well as from up-and-coming, promising brands like Keventers, Get-a-whey, Minus 30, and Imagine Meats. With its headquarters in Gurgaon, FroGo presently serves clients there and intends to reach all major cities by the end of the next year. In FY23, the firm aims to generate 100 crores in sales, and in FY224, it plans to expand to all major cities.
The business claims to deliver frozen meals frozen and was started by Harvard Business School alumna and serial entrepreneur Mira Jhala. Mira has extensive understanding and experience in developing FMCG companies. CureFit purchased her business Purist.
In order to provide the best in class, end to end cold chain for the category of frozen food, FroGo is developing a robust, tech-driven e-commerce platform. Customers of FroGo are given the assurance that their purchases have been kept at an ideal ultra-low temperature of -18 degrees or below from production to delivery.
When discussing the concept of founding FroGo, Mira states, “As a seasoned food industry entrepreneur, I can’t help but take note whenever I see a frozen food item delivered, melted, or otherwise spoiled. It undermines the fundamental intent of freezing, which preserves flavour and nutrients. Frozen food items are delivered in the finest condition possible thanks to FroGo. Customers may now enjoy their favourite ice cream throughout this hot summer without sacrificing quality thanks to FroGo’s flawless doorstep delivery service.”
FroGo uses temperature sensors and monitoring systems to make sure that consumers receive the fresh frozen meals they have requested while maintaining the goods’ freshness, flavours, and nutritional value. “These things don’t need to worry customers.
Simply log on to (https://www.gofrogo.in), purchase their preferred meal item, and unwind. Products that are ready to consume or store are brought to the door “Mira adds.
A unique online marketplace like FroGo may play a significant role in the future of the frozen food segment, according to industry experts.
Former Yummiez CEO and current CMD of NutriWiz Global Food Advisory Services Pvt. Ltd. Arabind Das “The goal of FroGo is to expand the frozen food ecosystem and assist this industry in realising its full potential by solving issues with retail distribution, the lack of options available at the retail point, and last mile connectivity. Being able to offer clients a wide range of options, goods for all occasions and hours of the day, and most importantly, ensured delivery quality, is so reassuring to know that FroGo has scaled capacity to a level appropriate for a city. This has the potential to significantly alter the nation’s frozen food market!”
Industry executives who are business leaders have expressed confidence in FroGo. ITC Limited’s Business Head for Frozen and Fresh Foods, Ashu Phakey, stated, “As customers look for a range of snacking and meal alternatives that are pleasant and simple to prepare while preserving their nutritional content, the frozen foods market is anticipated to develop significantly. The problem, though, is finding and using the product.
By creating a specific e-commerce platform for frozen food, FroGo’s debut is a game-changer since it seeks to address both problems. Additionally, it will dramatically enhance consumer experience, promoting trials and category conversions with its commitment to deliver the product to the client at -18 degrees and retain product integrity throughout the cold chain.”
Havmor Ice Cream’s managing director, Komal Anand “As it fills a significant need vacuum, I have no doubt that FroGo will succeed. In our nation, the cold chain infrastructure is still developing, and last mile connection for frozen food is limited. Initiatives like FroGo will spark this transformation and aid in the development of the category. The potential of the category will be realised thanks to FroGo’s ambition to expand the frozen food ecosystem.”