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-Priyadarshi Shastri | IMAWS (cbedit@imaws.org)
More than an organization, N.S. is a household brand for every households in South India. Founded by Shri.N.S.Muthiah in 1952 marked the entry of NS Asafoetida. Their core products are all types of asafoetida. As a cherry on top, the organization had launched a ground-breaking product ‘Rice-Pasta’ , an alternative for conventional unhealthy pastas. The organization has been successful for the past 50 years and sustain the numero uno position in this competitive market.
Being bullish on the healthy eating pattern, the organization, recently had expanded their reach with a physical office in Coimbatore. They believe that the new territory has immense potential and the new facility will help the organization both in terms of sales and supply chain. In an exclusive interview with Kitchen Herald, Ajay Sankar, Managing Partner of NS Muthiah & Sons, shares insights into the company’s journey, its commitment to excellence, and how it continues to navigate the ever-changing food landscape. Edited Exceprts-
What challenges did you face in the initial stages of establishing your brand, especially in a competitive market?
When we started, we had to start small and compete with many other prominent players in the market. The availability of proper raw materials, distribution, and transportation were all major problems we had overcome back then.
How do you differentiate your rice, flour ada, pasta, and asafoetida products from others in the market?
One of the main things that we, as a company, have believed in for years is quality and customer satisfaction. These qualities helped us differentiate our products from others in the market.
How do you see the food manufacturing industry evolving over the next 5–10 years?
The food manufacturing industry will be going through a big change in the next decade, with consumers being more health-conscious than ever before. This opens a niche in the market that’s slowly being explored.
Have you introduced any innovative variations or products within your portfolio, such as gluten-free pasta or healthier versions of traditional items?
We have always wanted to give healthy food options to people without compromising on taste or the culture behind the food. This was the reason behind our 100% rice pasta, we wanted to introduce an original Italian food product with a healthy twist.
What role does research and development (R&D) play in your company? Can you share an example of a product innovation or improvement you’ve made recently?
Research and development plays a major role in our company, as we are constantly trying to improve our products both in terms of their quality and their health. Compounded asafoetida was originally blended with maida to use it for food purposes, but to make it healthier we switched it from maida to wheat to preserve the flavour and also make it healthier for the consumers.
Can you share some of the strategic goals behind opening a new office in Coimbatore? How does it fit into your overall business growth plan?
Coimbatore as a city is one of the fast-growing places in all of South India. This also means that the migration of people to this part of the state will see a prominent increase in the next few years, and we want to cater to this new market that will evolve in the next few years. We see new opportunities shortly in this city, we want to grow with the city.
What key opportunities do you see in Coimbatore and the surrounding region for your products (rice and flour ada, pasta, asafoetida)?
Coimbatore is a market that would invest in a quality product and that allows us to introduce our products deeper than before. And Coimbatore is a market that would push you forward if the product and the price are right and we believe that we can earn that spot in the market.
