Currently, the food processing industry in India accounts for 32 per cent of India’s food market, and 11.60 per cent share of employment in the domestic food industry. The food processing market in India is expected to reach INR 53,435.52 Bn by FY 2024, expanding at a CAGR of 12.09 per cent. An interesting change the industry is witnessing is with regard to consumers’ taste preference.
Especially since the lockdown, psychologists say that people seem to relate to tastes that have a simple base. Foods with just the basic ingredients are being preferred. And the food industry needs to adapt to this situation. In order to do so, the companies need to analyze and research on this topic and produce products with the intended flavor.
This is where PROVA has come up with a unique solution. The company has devised extraction techniques that are ideally suited to the products they are intended to flavor. It is this unique
technological diversity that constitutes the strength of PROVA and sets it apart from its competitors.
When asked about the current trend in the Food Industry in India, Muriel Acat-Vergnet, the CEO of PROVA says, “PROVA knows that the Indian economy is booming, with its growing urban middle-class population asking for more premium, natural, and healthier products. In this context, PROVA’s natural flavours and extracts can help the Indian companies in their shift towards Clean Label, which has become an unavoidable tendency, in India and worldwide.”
The journey so far
PROVA has 70 years of experience and is now recognized as the expert in sweet brown flavourings. The signature of the company revolves around four major specialties: Vanilla, Cocoa, Coffee and a large palette of other sweet brown notes. The company is one of the top players in the world for vanilla extraction and some other key extracts such as cocoa and coffee. The extracts are sold as is or used in flavor compositions to give a rich and unique signature flavor to the customers.
PROVA’s natural flavours and extracts can help the Indian companies in their shift towards Clean Label, which has become an unavoidable tendency, in India and worldwide
The company was founded in the year 1946 in Paris, France. Since then it has grown to have offices and manufacturing sites in 11 countries. It has employed around 300 people which include 40 employees dedicated to the Asia Pacific region. The company is now selling its products in over 60 countries. It has 1 plant in Bangalore, India for the past 10 years.
An organizational structure has been put in place to ensure compliance of the production methods with organic and fair trade regulations, giving a guarantee of impeccable quality; suppliers and raw materials are selected according to rigorous criteria, highly regulated production processes and close monitoring of quality. This is in line with the company’s promise, “Offering the Essential True Taste”.