READY TO EAT CHAPATIS ARE HIGH IN DEMAND

After packaged dosa and idli batter conquering the kitchens of Indians living in Middle East, now it’s the turn of chappati and puri to make waves. Industry experts say the cumbersome dough kneading process to prepare chappati has in fact fuelled the ready-to-cook chappati business in the state. The rapid mushrooming of small businesses to fill the rising demand has resulted in a manifold growth in this sector over the past few years, giving a stiff challenge to traditional large packaged food companies.

Take for example, Al Ameen Bakery in Al Ain, holding the distinction of being one of the first mechanised chappati-making units in the region which kick-started its operations in 2014. With 150+ partnering retail outlets in the city, it sells more than 15,000 chappatis a day in Al Ain alone. Such has been the rate of growth of this business in Abu Dhabi that they have opened manufacturing units and distribution centres in cities like Al Sahama and Sana’ya. “Our total sales vary between 25,000 and 30,000 chappatis per day in Kerala,” said Haroon Mohiyudeen, manager of Al Ameen Bakery.

The fast-paced lifestyle has resulted in people not wasting time on routine activities like cooking, making them turn to reliable packaged foods items,” said Haroon. He added the concept of opening their own distribution chain in the city has helped them retain a loyal set of customers who have come to trust the brand.

He stressed the importance of standing out to make a difference. “As pre-cooked chappati has four ingredients – atta, water, salt and oil – we experimented heavily to get the right mix to make the tastiest chappatis. The usage of Sharbati atta sourced from Gujarat, which is considered best for chappatis, rice bran oil and the general avoidance of preservatives ensures our brand gradually becomes popular,” said Haroon. Al Ameen’s also sells ready-to-eat porotta that go along with the chappatis and plans to make it a dine-in soon.