ITC Grand Central, Lower Parel , Mumbai.
Being a true blue Indian in general and a Mumbaikar in particular, I am used to writing almost all of my blog-posts in Flash Back ( typical Bollywood ) manner. Naturally this ITC Bloggers meet-post starts with the end. Our fussy neighbor Vanya, who refuses to eat or drink anything, grabbed this 'B Natural Jamun Joy' from the ITC-gift-hamper and finished it within minutes. Full credit to ITC Foods for satiating my dear neighbor's thirst for Healthy, Tasty drink.
Now back to ITC Foods gift hamper, which I received at the 'You Ask We Answer' bloggers meet ( ITC Grand Central ) on 5th December. This ITC meet was aimed at introducing us about 'what all goes behind building successful food brands as well as providing an open platform to get answers for the questions related to packed foods, especially instant noodles .In today's fast and instant age, it's difficult to imagine life without ready-to-eat food. The event was packed with interesting activities, great ITC food and attractive prizes. We the bloggers created such a buzz at this meet that #QulityITCFoods was trending in India.
My 14 year old nephew Aamen loves noodles but until this ITC meet, noodles were just part of junk food for me. I was all ears and heart as Mr. V. L. Rajesh, CEO- ITC-foods division hold forth on the nutritious and hygienic manufacturing plant of Yippee noodles. Seeing is believing, so we were shown the actual process of noodles-production, right from farm-produced best quality wheat, flour, ingredients ( spices, vegetables etc.) to packing and final distribution. The most important and concerned part was that ITC Yippee has passed 1300 comprehensive laboratory tests from renowned laboratories all over the World.
ITC Branded, Packaged Foods business is one of the fastest growing foods businesses in India with a turnover of over a $1 billion, with world-class brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, mint-o, Candyman and GumOn. ITC’s Foods business is today represented in multiple categories in the market – Staples, Spices, Ready-to-Eat Foods, Bakery, Confectionery and Snack Foods, and the recently launched B- Natural Juices.
Ms. Kavita Chaturvedi , Head of marketing and executive committee member -ITC told us nuances about Yippee launched in 2010. The sourcing and blending expertise that has made Aashirvaad India's No 1 branded Atta has been leveraged to create a delightful noodle block. Yippee block is round in shape so does not need to be broken while cooking, which makes for really long and slurp noodles. A special scientific process ensures that the noodles do not form a gooey or lump even 30 minutes after cooking. Sunfeast YiPPee! instant noodles contains five different types of dehydrated vegetables. Yippee is naturally tasty and nutritious. Last month Sunfeast Yippee sold its 100 millionth packet.
We the bloggers enjoyed this ITC 'You Ask We Answer' event as we got the authentically proven answers to our queries related to crucial facts about ready-to-eat range of ITC foods as well as there was a GK-quiz , won by Ms. Sunita Rajwade and others. Next the bloggers were grouped into 4 teams to prepare a novel dish with Yippee noodles as the main ingredient. We ( I, Ekta Khetan , Monish Chandan , Geeta Shridhar , Mayuri RKonwar , Rupa ) - Aashirvaad Achievers zeroed in on 'Fusion Chaat' by making a spicy, yummy fillings with Yippee noodles plus assorted vegetables. We stuffed this wonderful mix in the Golgappa puris and garnished them as Sev-puris. This was such a Yippee yummy Mumbai-special that all chefs loved it and we won the 1st prize.
Post this impromptu cooking contest, we were craving for real, delicious food and we were treated with just that at the elegant coffee shop of ITC. The soup, the mock-tails, the numerous starters , pulao , curries, chaats, curd-rice, appams , and my favorite desserts butterscotch ice cream, coconut burfee etc. were leisurely savored by all of us in the plush surrounding of ITC Grand Central.