Battering Up A Quick Meal

Shree Bharambe is a pure fast moving consumer goods (FMCG) guy. After 10-year association with Johnson and Johnson, he switched to brand consulting and many of the brands were in the food space.

- Sugandh Bahl

“I recognized that there is a massive opportunity in the fresh food space,” informs Bharambe. It’s not that multinational companies are not aware of this emerging need but catering to this category is a great challenge from the supply chain perspective. “In a country like India where retail is completely unorganized, how do you pull off fresh foods that are highly perishable? And, how do you deal with the sheer variety of cuisines of this country? I think, this thought holds many people off,” adds Bharambe. Hence, seasoned marketing guys Shripad Nadkarni, Varun Khanna along with Shree Bharambe started Fingerlix in 2016. Unlike packaged foods, which usually have a shelf life of two-three years, fresh foods carry a shelf life of four-five days.