Home / Brand Stories / How Mira Jhala is building India’s First Ecommerce Platform for Frozen Food!

E-commerce and quick commerce stores that deliver groceries have taken the Indian start-up ecosystem by storm. As a serial entrepreneur with a strong background in building FMCG businesses in the food sector, Mira Jhala realized that while grocery delivery is a fast-growing space, there is a huge gap in the market when it comes to frozen food delivery. With this in mind, she founded FroGo, India's largest online frozen food store. FroGo, a one-stop shop with over 50 brands and counting, fills this gap with smart technology that creates an end-to-end cold chain for frozen food. From the obvious products like ice-cream and frozen vegetables, to novel and convenient heat-and-eat, ready-to-cook meals like idlis and parathas, FroGo has got it all.

The Indian frozen food market is currently valued at $15 Billion. FroGo, the only one of its kind in this category, caters to high-quality frozen food products for busy consumers who value convenience and time. FroGo’s guarantee that Frozen Delivered Frozen is also the tagline and the USP of the platform. FroGo ensures quality guarantee to customers by maintaining products at an ultra-low temperature and preserving its integrity right down to last mile delivery.

Customers seek instant gratification and a superior user experience. Smartphone penetration is off the charts, so people have the means to indulge in impulse purchases more often. There is a rise in the working population, which means people put convenience above everything. FroGo's impeccable to-door frozen delivery ticks all the boxes and fulfils the growing demand for convenience, variety and quality.

FroGo has built a strong e-commerce website that is powered by technology. The platform houses over 50 brands and a diverse selection of categories and products. From market leaders like ITC Master Chef, Havmor, Kwality Walls, Amul, Haldiram, etc. to regional, new-age D2C brands like Imagine Meats, NOTO and Get-A-Whey among others. FroGo is the first and only online store to ensure end-to-end quality and integrity of frozen food products. Some of the more interesting offerings by FroGo include plant-based meats, heat-and-eat breakfast options, ready-to-cook meals and more.

While India is yet to expand its views on frozen food, Mira sees this trend changing quickly. There are a lot of benefits to frozen food - but the main one is convenience without compromising on nutrition! Instead of ordering food from a restaurant aggregator and dealing with delivery delays and lukewarm food, you can get an even better meal straight from your freezer. FroGo’s unique breakfast offerings like frozen idlis, toaster waffles and croissants are ready in 3 minutes, and the grab-and-go office lunches are a breeze with microwaveable rolls, thalis and biryanis.

Frozen food brands are in a bidding war over freezer space in retail stores. While kirana stores are limited by freezer space, bigger supermarkets struggle to display frozen products due to limited shelf space. Retail is rigged against both consumers and smaller manufacturers that cannot afford the fees or the distribution. This is where FroGo comes in - as an e-commerce platform that is exclusively for frozen foods. FroGo combines range, quality, convenience and competitive pricing all in one platform. Curated selection, state-of-the-art distribution centres and temperature controlled last mile delivery ensure high-quality customer experience, while also providing frozen food manufacturers an exclusive distribution channel.

The prospects of the frozen food industry and a dedicated online marketplace for the same are bright. Industry experts say that FroGo's entry into the e-commerce platform is a game changer for frozen food products, making availability and discoverability much easier. In addition, FroGo's promise to deliver products to customers at -18 degrees and maintain product integrity across the cold chain will significantly improve customer experience, driving trails and category conversions. The cold chain infrastructure in India is nascent, and last mile connectivity in frozen food is constrained. FroGo acts as a much needed catalyst in this change and helps build this category and realise its full potential.

FroGo is currently headquartered in Gurgaon and delivers to customers all across the city in less than an hour, with plans to expand to the rest of Delhi NCR in August and Bangalore in September. Customers can log in to www.goFroGo.in and shop for their favourite frozen food products, sit back and relax till their order is delivered frozen to their doorstep. The company is targeting a revenue of INR 100 Cr by FY23 and expansion across all major metro cities in FY24.


Disclaimer: This article is a paid publication and does not have journalistic/editorial involvement of Hindustan Times. Hindustan Times does not endorse/subscribe to the content(s) of the article/advertisement and/or view(s) expressed herein. Hindustan Times shall not in any manner, be responsible and/or liable in any manner whatsoever for all that is stated in the article and/or also with regard to the view(s), opinion(s), announcement(s), declaration(s), affirmation(s) etc., stated/featured in the same.

Catch all the Business News, Market News, Breaking News Events and Latest News Updates on Live Mint. Download The Mint News App to get Daily Market Updates.
More Less

Recommended For You

Trending Stocks

Get alerts on WhatsApp
Set Preferences My ReadsWatchlistFeedbackRedeem a Gift CardLogout