Gits Instant Mixes
Gits Instant Mixes established in 1963, Gits Food Products is believed to be a pioneer in packaged convenience food business by being the first company to introduce the concept of instant mixes in India. The first mover advantage and business philosophy followed over the generations have helped brand maintain it’s position. Sahil Gilani, Director – Sales & Marketing (third generation owner), Gits Food Products talks to Juhi Sharma about business’ evolution, strategies and future plans.
The Gits Food Products is a third generation family business company, owned by two families. The brand name is a combination of the two families’ last names, Gilani’s Tejani’s=Gits. The company was started to provide quality convenience to the tedious Indian cooking back in 1963.
Over the period, company has expanded its product lines and offerings to cater to the diverse Indian taste buds. Today Gits offer products under instant mixes, ready meals and dairy categories.
In 1963, Gits ventured into the domestic market with instant Indian food mixes such as idli, dosa and gulab jamun. Soup mixes were also a part of our product portfolio but we discontinued them due to the lack of the product’s popularity in India at that time. Gits was actually the first company to launch soup mix in India, much before the MNCs entered this segment. In the 1970s, 10 more products were added to our instant mixes portfolio, and we further expanded it in the 1980s, when marketing of instant mixes began on a larger scale, and in the 1990s, the company forayed into the dairy segment with the launch of pure ghee made from cow’s milk.
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