In­sti­tut­ing Qual­ity in Af­ford­able Prod­ucts

Progressive Grocer (India) - - Contents - By Nimisha Gau­tam

Orig­i­nated in Kha­puria, Cut­tack, in 1976 with an ini­tial in­vest­ment of only Rs. 5000, Om Oil & Flour Mills Ltd. has tra­versed a steep road to suc­cess and is now a sta­ple name in ev­ery In­dian house­hold. Op­er­at­ing un­der the brand name Ruchi, the com­pany cur­rently em­ploys over 1200 peo­ple and has around 300 prod­ucts across var­i­ous seg­ments. Pro­gres­sive Gro­cer ob­served the dy­nam­ics that el­e­vated the once-mod­est or­ga­ni­za­tion to the high­est rung on the lad­der of F&B busi­ness.

Om Oil & Flour Mills Ltd. (Ruchi Udyog) was birthed in Cut­tack and con­cep­tu­al­ized in the year 1976 de­spite the in­dus­tri­ally back­ward land­scape of the F&B in­dus­try around that time. Af­ter 41 suc­cess­ful years of com­mand­ing a prof­itable busi­ness, the com­pany is now one of the lead­ing man­u­fac­tur­ers and ex­porters of qual­ity spices, ver­mi­celli, pasta, noo­dles, frozen pro­duce, ready-to-eat bev­er­ages and NON-CSD prod­ucts in the coun­try. Hav­ing es­tab­lished it­self in ev­ery kitchen, the brand’s work­ing prin­ci­ple is en­sur­ing no com­pro­mise is made on the qual­ity of a prod­uct. This has lead to the firm en­joy­ing a vast and loyal con­sumer base over the years and has also ren­dered it syn­ony­mous with tra­di­tion, rec­ti­tude and authen­tic­ity.

Although the Ruchi brand saw a hum­ble start in terms of dis­tri­bu­tion fig­ures with an even hum­bler ini­tial in­vest­ment, Founder Sarat Kumar Sa­hoo has en­trenched the brand as a ma­jor com­peti­tor in the F&B mar­ket both in and out­side the coun­try. While ser­vic­ing a wide net­work spread across al­most all states in In­dia, the com­pany also ships siz­able ex­ports to for­eign shores in the USA, Oman, Dubai, Tan­za­nia, Nepal, Bangladesh, Kuwait and Sin­ga­pore. With ef­fi­ca­cious and eth­i­cal busi­ness prac­tices firmly in place, Ruchi con­tin­ues to strengthen its pres­ence across var­i­ous ge­ogra­phies in a num­ber of food seg­ments.

Mr. Sa­hoo be­lieves that in­do­lence is a liv­ing man’s cre­ma­to­rium and con­tin­ues to put in 16 hours of work ev­ery day. His busi­ness goals are born out of phil­an­thropic ide­ol­ogy and cen­ter around not only pro­duc­ing food items to fill a con­sumer’s stom­ach but also pro­vid­ing func­tional ben­e­fits via Ruchi prod­ucts which pre­vent and help cure ail­ments such as can­cer, and stom­ach and skin dis­eases. The com­pany is now be­ing steered by the founder’s skilled son and daugh­ter, Arbind and Rashmi Sa­hoo. Un­der their di­rec­tor­ship, new vigor has been in­fused into all busi­ness func­tions and the firm is on a course to scale greater heights. The in­clu­sion of two bril­liant, young minds has caused the R&D de­part­ment to de­liver ex­cep­tional in­no­va­tions in pack­ag­ing, food pro­cess­ing tech­nol­ogy and mar­ket­ing schemes.

The brand man­u­fac­tures Ital­ian pasta us­ing twin tech­nolo­gies from South Korea and Italy, and also mar­kets frozen ready-to-eat items un­der a cold chain project. The qual­ity of fin­ished prod­ucts is en­sured by adapt­ing a pack­ag­ing tech­nol­ogy us­ing five-lay­ered vac­uum packs. The com­pany is also the sole holder of the Spice House cer­tifi­cate is­sued by Spices Board in eastern In­dia and is ac­cred­ited with Ag­mark and an ISO 22000:2005 cer­ti­fi­ca­tion. With a strong fo­cus on hy­giene, health, in­no­va­tive pack­ag­ing and af­ford­able prices, the or­ga­ni­za­tion’s growth can be at­trib­uted to hard work­ing em­ploy­ees, in­tegrity of man­age­ment and the con­sis­tency in qual­ity of all Ruchi prod­ucts. The firm now aims to build an or­ganic spices cul­ti­va­tion pro­gram in Orissa to meet emerg­ing mar­ket de­mands.

The com­pany is now one of the lead­ing man­u­fac­tur­ers and ex­porters of qual­ity spices, ver­mi­celli, pasta, noo­dles, frozen pro­duce, readyto-eat bev­er­ages and non-csd prod­ucts in the coun­try. — Rashmi Sa­hoo Di­rec­tor, Om Oil & Flour Mills Ltd

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