January 4, 2013
Charoen Pokphand Food launched its 'Five Star Chicken' brand in Bangalore, Karnataka, India.
Five Star Chicken, a brand under the umbrella of the Charoen Pokphand Group (CPF), launched in India two months ago by opening its first branch in Bangalore City, Karnataka, India and started functioning in December.
Sanjeev Pant, Vice-President, Branded Foods Business Unit, CP India Pvt Ltd (CP Foods India) has launched the 'Five Star Chicken' brand in The Chancery Pavilion, Residency Road, Bangalore, Karnataka, India. Pant said the business model of Five Star Chicken in India is similar to that in Thailand. The launch of Five Star Chicken is a new investment by CPF.
In India, Five Star Chicken's target group are customers aged 15-30 who are students or first-jobbers. CPF has four Five Star Chicken outlets in Bangalore in formats including a kiosk, a shop in an office building and cool places where youngsters hang out. With Five Star Chicken the company believes that it can provide great taste, great quality and value for money. It's an easy take away food.
The Five Star Chicken brand will be expanded to other parts of the country soon. The chicken has Thai and oriental flavour in it. The chickens will be brought from the company's farms so the quality will be of highest order. Bangalore was chosen because the city is the world's production hub for information technology, with more than 100,000 people working in the sector. People there have purchasing power and a willingness to try new things.
Pant said the firm would focus on Bangalore during the first year of operation before branching out to other cities including Chennai and Hyderabad in the south and New Delhi and Mumbai in the north. It plans to open 100 Five Star Chicken outlets in India within two years and extend to 500 within five years.
CP Foods has 90 years of history and is in India for the last 20 years. The company is pioneer in chicken feed and farming. The company has invested about US$250 million in India in last 20 years. In aqua culture segment the company has more than 50% market share and in the livestock segment it is growing fast. CPF targets sales in the next five years in India at US$600 million, 25% of which will be from food and the remainder from farm and feed business.
