Crunching into the future: LT Foods bets big on health, convenience and Kari Kari

The packaged food sector in India is undergoing a significant change. Once dominated by basic ready-to-eat options and staples, it is currently seeing a boom in convenience-driven, health-focused innovations influenced by younger, urban consumers. The demand curve is changing quickly, with young professionals seeking quick meal fixes and health-conscious families seeking guilt-free snack options.

LT Foods - known for its flagship brand Daawat – focus will always be rice and the value added products are also rice-based with the launch of wider range of foods during the past ten years and keeping an eye on international collaborations and consumer-driven innovation. Kari Kari rice crackers, a crunchy, baked, non-fried snack that blends Japanese skill with Indian palates, have been introduced to India through its joint venture with Kameda Seika of Japan. Additionally, the company is increasing its focus on healthier essentials like brown rice, and ready-to-cook and ready-to-heat meals.

Amit Mehta, Managing Director – Kameda LT Foods Joint Venture and Vice President – Food Business, LT Foods, discusses using digital channels to stay relevant in a sector that is changing quickly, as well as the company's goal of becoming known for "better-for-you rice-based innovations."

Reinventing the plate

With its flagship brand Daawat, LT Foods has been a household name in Indian homes for many years. However, the business has been subtly changing its strategy in recent years. Driven by a keen awareness of shifting customer behaviour, what started out as a rice-first company is now developing into a broader foods firm.

According to Amit Mehta, MD of Kameda LT Foods JV and VP of Food Business at LT Foods Ltd., "Consumers today are not just buying food; they are buying solutions to their lifestyle challenges." Some are seeking guilt-free enjoyment, some are searching for quick meal fixes, and some are searching for healthier basics. It is our responsibility to anticipate these demands and adapt our innovations accordingly.

LT Foods is gradually expanding its product line to include convenience, wellness and taste, from ready-to-cook biryani kits to brown rice and for the health-conscious and Kari Kari baked rice crackers for the snackloving age. Recently, the brand has expanded its Meal Kit portfolio, with the launch of DAAWAT® Thai Green Curry Rice Kit, a strategic move in line with focussing on building a stronger Ready-To-Cook (RTC) and ReadyTo-Eat (RTE) portfolio.

The Japanese Connection

The joint venture with Japan's top rice cracker manufacturer, Kameda Seika, has been one of LT Foods' most audacious strategies. Kameda Seika is the leader in Japanese rice cracker market with around 30% share and the JV is an initiative to sell rice-based snacks in India under the Brand Kari Kari.

Kari Kari is a baked, non-fried snack that introduces Japanese snacking with an Indian tadka, focuses on producing roasted, gluten-free snacks and is available in the Indian market in three different flavors – Wasabi, Chilli Garlic and Salt Pepper.

 "Fried products have dominated the Indian snack market for far too long," says Mehta. "We wanted to offer a different taste and texture with Kari Kari, but more importantly, a healthy option. This product combines Indian customer insights with Japanese technology. The crunchy, flavourful promise of the brand has been welcomed by early consumers, particularly urban millennials. Kari Kari has the potential to become LT Foods' breakthrough snacking brand with additional flavours and formats in the works.”

Recently, the company launched 'Krispy Hopu', a sweet and salty rice cracker, to meet demand for healthier and not a fried snack options. The strategy - to combine traditional Japanese snacking with modern health-conscious innovations, offering a gluten-free, vegan, and palm-oil-free alternative to traditional snacks

Health without Compromise

The trend towards better eating is becoming mainstream rather than a niche trend. According to Mehta, modern customers are label-conscious and open to trying new products provided they offer both flavour and health benefits. He maintains that "health shouldn't feel like a compromise."

 The portfolio of LT Foods reflects this idea. Families looking for long-term health advantages are the target market for its brown rice and fortified staples, while young professionals seeking quick yet wholesome solutions are served by its ready-to-heat meals. Mehta describes it as "convenience without compromise" food that saves time without compromising on authenticity or quality.

Digital-first Growth

Digital platforms are influencing LT Foods' go-to-market strategy if contemporary customers are influencing its innovation pipeline. According to Mehta, "e-commerce is a discovery engine for us, not just a channel.

" LT Foods is expanding its customer base beyond Tier 1 metro areas thanks to its significant presence on Amazon, Flipkart, BigBasket, and other quick-commerce platforms like Blinkit. Through reviews, videos, and recipes that inspire and educate, the firm can also interact directly with its audience through the digital shelf. This digital-first strategy works especially well for categories that need consumer education, like brown rice.

At LT Foods, however, innovation extends beyond platforms and goods. Sustainability is now a key component. The corporation is making investments that are in line with international best practices, from conserving water in rice cultivation to lowering plastic in packaging and lowering carbon emissions throughout supply chains.

"The tougher questions that consumers are posing are: Where does my food come from? How is it cultivated? "What is the impact on the environment?" asks Mehta. "We want to provide truthful and accountable answers to those questions."

What can we look ahead to?

The future roadmap includes health-first staples, new ready-to-eat forms, and Kari Kari expansion. "We have a straightforward goal," Mehta says. "We want to change the perception of rice from that of a simple staple to that of a key component of contemporary culinary creativity. LT Foods aims to be a reliable partner on every plate, whether it's a family supper, a short weekday meal, or a snack in between calls.