In Startup50 2016: For building a robust brand in the airline food segment, and for setting up a profitable business in a competitive segment, and most importantly, building a memorable brand. 

Founder: Radha Daga (In Pic), Vikas Daga

Strong credentials

If you’re a frequent traveller on Indigo, chances are you’ve come across this company’s products – Magic Upma and Magic Biryani. This Chennai-based company was set up in December 2009. And, it is in the business of fully cooked and completely dehydrated popular Indian and select International dishes that are based on cereals and pulses. It classifies it under the EZE EATS brand. The food items comprise Veg Hyderabadi Biriyani, Rava Upma, Dal Chawal, Bisibele Bhath, Poha, Rasa Vada, Rajma Chawal and hot Mithai.

Its major institutional customers include Indigo Airlines and Formulae 1 Hotels. The company recently forayed into the consumer market by launching its EZE EATS brand on amazon.in. It also retails through ezeeats.com and select retail outlets in select metros such as Chennai, Mumbai, Delhi, Kolkata, Hyderabad, Pune & Madurai.

Marking a strong growth

Set up through internal cash reserves of Chemise Group of Companies (owned by Radha Daga) and some key family members, the company currently has an employee base of around 136. Its revenue increased from Rs. 3.32 crore in FY2014 to Rs. 8.23 crore in FY 2016. Its average sales per month increased to 1, 25,000 pieces per month in FY16 from 58,000 pieces per month in FY14.

Innovation, the key!

Triguni dehydrates fully cooked Indian cuisine based on cereals and pulses, using a proprietary process that brings out the natural, home cooked, non-greasy taste and aroma upon preparation. Each product has a shelf life of at least six months.

The company has also introduced the first dehydrated Rasa Vada concept in a Cup-o-Vadas package with a customized spoon. The snack can be enjoyed anywhere by just adding boiling hot water, with a prep time of eight minutes. In fact, Triguni has applied for a worldwide patent on this.  The company has also introduced dehydrated Medu Vada with a shelf life of four months and a prep time of five minutes using luke warm water.

Quick Facts:

• Built a robust brand in the airline food segment
• Set up a profitable business and a memorable brand.
• Major institutional customers include Indigo Airlines and Formulae 1 Hotels.
• Introduced the first dehydrated Rasa Vada and Medhu Vada

Facts in numbers:

136
(employee base)

Rs. 8.23 crore

(Revenue in FY16 as compared to Rs. 3.32 crore in FY2014)

1,25,000 pieces

Average sales per month in FY16)