DSM Fresh Foods Ltd., the company behind direct-to-consumer meat and seafood brand Zappfresh, has expanded its frozen vegetarian convenience food brand, Meevaa Foods, to Mumbai and Bengaluru, marking the next phase of its growth strategy. The complete portfolio of 12 Meevaa products is available across select serviceable pin codes in both cities through the Zappfresh app and website.
To commemorate Zappfresh’s 11th anniversary, the company launched its ’11:11′ campaign, offering every Meevaa product at Rs. 11 for 11 days. The campaign generated 343,000 orders across Delhi NCR, Mumbai and Bengaluru while bringing in more than 2,400 first-time customers, highlighting the increasing demand for high-protein, ready-to-cook vegetarian snacks and convenience foods among urban consumers.
The expansion leverages Zappfresh’s existing operations and cold-chain infrastructure in Mumbai and Bengaluru, enabling Meevaa Foods to scale efficiently while maintaining product quality, freshness and reliable last-mile delivery. The company has planned an initial fulfilment capacity of more than 2,000 orders per city every month and expects the two markets to contribute 50–60% of Meevaa’s direct-to-consumer business over the long term.
Commenting on the expansion Priya Agarwaal, Director, DSM Fresh Foods Ltd. said, “Mumbai and Bengaluru were a natural choice for Meevaa Foods as Zappfresh has already established a strong operational and consumer presence in both markets. Today’s consumers are looking for food that delivers convenience without compromising on taste, nutrition or authenticity. With Meevaa, we have brought the rich, familiar flavours of North Indian cuisine into a modern, ready-to-cook format that fits seamlessly into fast-paced urban lifestyles. We also see a growing shift towards protein-rich snacking, with consumers becoming more conscious about what they eat while expecting convenience at the same time. The response to our launch reaffirms our belief that premium frozen vegetarian foods are no longer a niche category but an emerging mainstream choice for India’s metro consumers. This expansion is another step towards making quality, high-protein convenience foods accessible to more households across the country.”
The company’s early performance in Delhi NCR underscores the brand’s growing traction. Since launching in the region earlier this year, Meevaa Foods has recorded a repeat purchase rate of 55%, reflecting strong customer acceptance. During the anniversary campaign, overall orders rose by nearly 40%, while the customer base expanded by 30%. Among the top-selling products were Tandoori Paneer Power Momos, Veg Noodle Spring Rolls, Paneer Smash Patty and Paneer Samosa.
Following its entry into Mumbai and Bengaluru, Meevaa Foods plans to deepen its presence in existing markets through new consumer engagement initiatives and product discovery campaigns. The company is also expanding its international footprint by exporting to markets such as Saudi Arabia, Canada and the United Kingdom, aligning with its strategy of taking Indian convenience foods to global consumers.
Going forward, DSM Fresh Foods will continue to introduce regional and festive campaigns while increasing Meevaa’s availability through quick commerce platforms. The company aims to strengthen its reach across Delhi NCR, Mumbai and Bengaluru as it capitalises on the growing demand for premium convenience foods in India.
