After building a strong presence in QSRs and food-service outlets, Cremica Foods is shifting its focus to retail expansion, wider distribution and consumer engagement.

For decades, Cremica has been a familiar name in India’s food-service industry, with its ketchup, mayonnaise and other condiments finding their way into restaurants, cafés and quick-service chains. However, while millions of consumers have experienced the brand through portion packs and restaurant meals, its presence on retail shelves has remained relatively limited.

Now, Cremica Foods is looking to change that by transforming its established B2B presence into stronger consumer recognition and retail demand.

Founded in 1978, the company is entering a new phase of growth, driven by expanding distribution networks, increasing media investments and a broader product portfolio. Akshay Bector, Managing Director of Cremica Foods, believes the company's long-standing relationships with the HoReCa (Hotels, Restaurants and Cafés) sector provide a valuable foundation for its retail ambitions.

According to Bector, Cremica's portion packs reach approximately 4–5 million people every day, reflecting the brand's extensive consumer touchpoints.

He notes that the company has spent nearly two decades building a reputation for quality and taste, even as its retail visibility has lagged behind its presence in food-service establishments.

From Food-Service Dominance to Retail Expansion

Cremica Foods currently generates approximately 70% of its ₹320 crore business from HoReCa, while retail contributes the remaining 30%. Although the two channels overlap, the company expects retail to grow significantly and eventually match its food-service business.

Bector says the retail segment has witnessed rapid growth this year, prompting the company to accelerate its expansion plans.

Currently, Cremica reaches approximately 50,000–60,000 outlets, either directly or through indirect distribution. Over the next two to three years, it aims to expand this network to several lakh outlets, bringing its distribution footprint closer to that of larger competitors.

Rather than pursuing rapid nationwide expansion, the company intends to adopt a gradual, market-specific approach, building its presence outlet by outlet.

This measured strategy reflects Cremica's journey as a largely bootstrapped business that has competed against companies with significantly greater financial resources.

For Bector, innovation and product quality remain central to the company's growth philosophy, with an emphasis on entering categories where it can establish an early-mover advantage.

Innovation Beyond Ketchup and Mayonnaise

Cremica's ambitions extend beyond its traditional condiment portfolio. The company has consistently explored new product categories, leveraging its HoReCa relationships to test flavours, formats and consumer preferences.

One example is Opera, its range of kettle-cooked chips made using olive oil. After discontinuing an earlier ethnic snacks business, Cremica introduced Opera as a new offering. The product was temporarily discontinued during the Covid-19 pandemic and relaunched last year.

Within a year of its relaunch, Opera has secured placements across several prominent food-service accounts, including Subway and Tim Hortons, along with other café chains. The product has also entered the government-owned Canteen Stores Department (CSD) and has been added to IndiGo Airlines' onboard product portfolio.

Much like its condiment business, Cremica intends to use its established food-service network to build awareness and eventually strengthen Opera's consumer-facing presence.

Expanding Beyond Urban Markets

Another important growth opportunity lies in India's Tier-II and Tier-III markets, where ketchup consumption is gaining momentum, particularly through affordable, smaller packaging formats.

Recognising the importance of accessibility, Cremica has introduced ₹10 packs of mayonnaise and pizza sauce, which Bector says have received a positive response.

While ketchup and chocolate syrup continue to be the company's primary volume drivers, Cremica is also witnessing early signs of consumers showing greater interest in experimenting with new flavours.

The company is also focusing on younger consumers, a demographic it naturally reaches through its QSR partnerships. Teenagers and school- and college-going audiences who encounter Cremica at restaurants could eventually become household purchasing decision-makers.

A Shift Towards Greater Brand Visibility

As Cremica transitions from a predominantly B2B-driven brand to a more visible retail player, its marketing strategy is evolving accordingly.

Traditionally, the company has relied on television advertising and outdoor media, including hoardings and bus shelters. Its current approach places greater emphasis on digital engagement and building stronger connections with consumers.

Cremica has also associated itself with popular entertainment properties such as MasterChef, India's Best Dancer and Ramayan. The company collaborates with a couple of entertainment properties each year, with cooking-related programming remaining a particular area of interest.

However, Bector maintains that advertising alone cannot sustain a food brand without a strong product offering.

He believes that consumers can recognise quality through their experience, making taste and product consistency essential to long-term brand building.

Two Businesses, One Shared Heritage

An interesting aspect of the Cremica brand is its association with two separate businesses. The biscuit and liquid condiment operations were divided in 2014 and are now managed by different family business entities: Mrs. Bector's Food Specialities and Cremica Food Industries.

Although both businesses share the Cremica name, they operate independently, with no operational connection between Cremica Foods and the biscuit business. Historically, differences in logo colours have helped distinguish the two.

Bector, however, sees little need to create a sharper separation, pointing to their shared family legacy and values. While Cremica uses the tagline “Love at First Taste,” Mrs. Bector's communicates “Baked with Love, Just for You.”

Turning Familiarity into Consumer Choice

For Cremica Foods, the next stage of growth is less about introducing an unfamiliar name and more about making an established brand visible in a new environment.

Having spent decades building recognition through India's restaurant and food-service ecosystem, the company is now looking to translate that familiarity into stronger retail demand.

Its strategy combines gradual distribution expansion, product innovation, affordable packaging and increased consumer engagement.

The ambition is clear: to move beyond being a condiment consumers encounter in restaurants and become a brand they consciously select for their homes.

After years of building its reputation through restaurant sachets, Cremica is now working towards securing a more prominent place in India's refrigerators and retail shopping baskets