A Study on Emerging Opportunities in Indian Convenience Food Markets

India is country with rich diverse culture, traditions, lifestyles, food habits and tastes. Today Consumer preferences are changing and are becoming highly diversified. At present, the demand for foods that are based on traditional Indian recipes across different states India and abroad is increasing. May it be Punjabi dishes from the state of Punjab or South Indian dishes like Dosa, Idli, Uttappas from the South India, or Dhoklas, Jalebis, PavBhaji from Western India or Bengali sweets from Eastern India or Chinese dishes, people have developed a flair for these tastes. Thanks to the companies manufacturing these cuisines under the head of Ready-to-Cook or Ready-to Eat foods, which has made it easy to have access to these varied tastes of India under one roof. There are many reasons which can be attributed to the growth of Ready-to-Eat food in India. Some vital reasons are paucity of time, declining skills to prepare several traditional Indian food, changing roles of women and rise in globalization of Indians and Indian food. The purpose of this paper is to investigate the opportunities for Ready-to-eat food in Indian market. This study can also act as a powerful tool for marketers for strategy formulation in the area of marketing convenience food, brand positioning, pricing policy and distribution.