The company expects an initial fulfilment capacity of over 2,000 orders per city every month, with Mumbai and Bengaluru projected to contribute 50 to 60 per cent of Meevaa’s B2C business over time
DSM Fresh Foods has expanded its frozen vegetarian convenience food brand, Meevaa Foods, to Mumbai and Bengaluru. As part of the expansion, all 12 Meevaa stock-keeping units (SKUs) are now available across select serviceable pin codes in both cities through the Zappfresh app and website.
The expansion builds on Zappfresh’s established presence and cold-chain infrastructure in Mumbai and Bengaluru, enabling Meevaa Foods to leverage an existing fulfilment network. The company expects an initial fulfilment capacity of over 2,000 orders per city every month, with Mumbai and Bengaluru projected to contribute 50 to 60 per cent of Meevaa’s business-to-consumer (B2C) business over time.
“Mumbai and Bengaluru were a natural choice for Meevaa Foods as Zappfresh has already established a strong operational and consumer presence in both markets. We also see a growing shift towards protein-rich snacking, with consumers becoming more conscious about what they eat while expecting convenience at the same time,” stated Priya Agarwaal, Director, DSM Fresh Foods.
In Delhi NCR, where Meevaa started earlier this year, the brand has already achieved a 55 per cent repeat purchase rate, the company said. The campaign’s best-performing products included the Tandoori Paneer Power Momos and Veg Noodle Spring Rolls, while overall orders increased by nearly 40 per cent, accompanied by a 30 per cent expansion in the customer base.
The company will continue rolling out regional and festive campaigns over the coming months while expanding its presence through quick commerce platforms to deepen penetration across Delhi NCR, Mumbai and Bengaluru, accelerating its growth journey in India’s rapidly evolving convenience food market.
