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FEBRUARY 28: Back in the early 1990s, Tasty Bite Eatables thought it had a winning idea for India's growing urban middle class: vegetarian Indian meals with an 18-month shelf-life in a country where refrigerators are a luxury.It flopped. Not only was boil-in-a-bag convenience ahead of its time in the newly-opening economy, but at about a dollar a package Tasty Bite was too pricey. Today, however, the India-based company has new owners, a new marketing strategy and a new life in America. In just four years, it has become the most popular ethnic brand in US natural-food stores, according to Spence Information Services, a market-research company specialising in the natural-food industry. The Pune, India, company is launching a line of Thai meals, and recently its Jaipur Vegetables and Siam Green Curry started migrating to mainstream US grocery chains including Safeway and Gristedes Foods of New York.
Approximate Word count = 497
Approximate Pages = 2
(250 words per page double spaced)
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