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Fingerlix, new food startup started by former Coca-Cola Executive

A new startup by the name Fingerlix which will be dealing in fresh, ready to cook foods such as curries, batter and mixes has been setup by former Coca-Cola India marketing head, Shripad Nadkarni. He has joined up with three other former executives of major consumer firms in this endeavour. The firm is set up with an initial investment of $1.3 million with big cofounders such as Shree Bharambe (Former: Johnson and Johnson), Abhijit Berde (Former: Gate Gourmet) and Varun Khanna. (Former: Colgate)

Shripad Nadkarni quit his Coca-Cola profile in 2005, to start his own marketing consulting firm MarketGate which he sold to Publicis Group about four years ago. Fingerlix’s range of product include various Indian as well as Italian food as of now. The packed food will have a shelf life of five days and will be sold across modern and general trade and hyper local deliveries. The product is being sold in Big Bazaar, Reliance Retail and Hypercity stores as of now.

“The ready to cook sector is a white space we are hoping to address; we are addressing convenience and freshness with the brand” said Nadkarni who is director at the firm Maverix Platforms, promoters of Fingerlix.

They have also brought brand consultant Santosh Desai as an investor on board.Currently MTR and McCain are already in the ready to cook food segment market with a lot of other small players as well. With a $48 billion market of packaged food, the company can hit its profitability targets quite soon.

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