Vermicelli was introduced in Tamil Nadu around 35 years ago by Anil Foods. The roasted vermicelli which supposedly did wonders for the brand was a masterstroke by the management. With leadership that established the brand with the vision of being a brand with a pan India presence.
The business in the early days did face a rough time but in currently having 40% of the market share in the Tamil Nadu market, Anil Foods is known to be one of the most trusted brand. Started from seller to retailer to distributor and then to becoming cash and carry business.
Having 22 Categories under the Anil brand with 1500 employees, Anil Foods is the most talked brand in Tamil Nadu with a turnover of INR 220 crore.
Watch the N.Sugumar Executive Director, Top Anil Marketing Company, talk about building a brand from the hinterland.