Bigbasket associates with Sanjeev Kapoor to pitch Precia, a frozen foods brand

Bigbasket, a Tata Enterprise, introduces Precia, a frozen culinary line in collaboration with Padma Shree Awardee Sanjeev Kapoor. Chef Kapoor curated each recipe, utilizing individual quick freezing (IQF) technology to maintain authentic flavours.

India's frozen food sector is expected to reach $4.5 billion in five years, growing at a 16% CAGR due to urbanization, busy lifestyles, and rising disposable incomes. Precia addresses this demand by offering healthy, tasty, chemical-free, and convenient food options across three categories: Frozen Vegetables, Frozen Snacks, and Frozen Sweets.

IQF technology ensures rapid freezing at ultra-low temperatures, preserving texture, colour, flavor, and nutrition. Unlike traditional methods, IQF prevents clumping and degradation, setting a new standard for food preservation. This collaboration aims to meet consumers' needs for quick and hassle-free solutions without compromising on quality or taste.