Interview with Rafiq Rangoonwala – CEO, Quick Foods Industries (MonSalwa)
PAGE: Tell me something about yourself and your organization, please:
Rafiq Rangoonwala: I am presently working as CEO of Quick Foods Industries (MonSalwa). I have extensive experience of over 40 years in creating, building and leading key Fast Food Brands in Pakistan and across the globe including KFC, Burger King, TGIF, Hardees, Pizza Hu, Harry Ramsden etc.
Currently, I am on the Advisory Board of Ijara Capital, Advisor to Bahria University Karachi, Member Scientific Panel at Sindh Food Authority and also I am the founder President of Pakistan Food Association. I have twice been President of the Marketing Association of Pakistan, President Memon Professional Forum, Vice President Karachi Business Forum and Think Tank, Chairman Publication Committee of 21st Century Business and Economics Club, General Secretary Pakistan American Association of Greater Houston, Patron Overseas Alumni Club.
I have also contributed in philanthropy as President Emaan Welfare Society, Chairman Advisory Board of Help International Welfare Trust, Trustee Sina Health, Education and Welfare Trust.
Quick Food Industries was established in 1997 with its brand name MonSalwa and is one of the pioneering Frozen Food Manufacturing company in Pakistan.
Since its inception, MonSalwa has introduced innovative new Ready to Eat and Ready to Cook food products to Pakistani Market that has helped augment consumers’ lifestyles as they now can enjoy great taste with convenience. This fulfills our brand promise of “Bringing Tate to our Consumers Lives”.
With our state-of-the-art production facility at Sundar, Lahore and Head Office in Karachi, with regional offices in Lahore and Islamabad, MonSalwa brand is now popular and available at all major retail outlets across key cities of Pakistan. We also have an impressive footprint in Institutional Sales level where our products are helping many QSRs and other Restaurants and organizations deliver their quality brand promise to their particular consumers. MonSalwa is also contributing in building Pakistani Exports as our products are exported to countries across USA, Canada, Europe, GCC and Oceana countries.
PAGE: What was your strategy when you thought of launching MonSalwa?
Rafiq Rangoonwala: The pillars of our strategy of launching MonSalwa were:
- Introduce High Quality and Innovative products at Affordable prices as home replacement meals.
- Special attention to key areas of hygiene, creating convenience, time saving products that are great tasting as well.
- Ensure countrywide availability of our products and engage in market development activities to generate trials and consumption of Frozen Food products.
- Create a robust export culture and focus to introduce and provide our high quality and great tasting products especially to our South Asian diaspora and Pakistanis across the globe as well.
PAGE: Could you tell us about the popular products of MonSalwa?
Rafiq Rangoonwala: MonSalwa today has one of the most extensive product lines with frozen food products in processed chicken, beef, sea food, vegetarian and wheat based segments.
In breaded chicken sub-segment, our Chicken Nuggets, Crispy Shots, Cheese Balls are very popular among other products. In BBQ and kababs range our Chicken Seekh Kababs, Shami Kababs, Chicken Tikka Boti are top sellers. Our Parathas’ range with products in Plain, Whole Wheat and Filled parathas are now a household preference. Likewise, in seafood and snacks range we have Prawns, Breaded Fish, Samosa and Rolls among others that satiate the cravings of our consumers. We have recently pioneered and introduced our Veggie Nuggets and Veggie Burger Patties in Pakistan and the products are getting good response from a changing and evolving market of Pakistan.
PAGE: MonSalwa has become one of the leading brands. How difficult was it to stand out in the crowd?
Rafiq Rangoonwala: Mainly through offering innovative product range and delivering quality, MonSalwa positioned itself as a Frozen Food Brand that’s not only providing convenience to consumers, but is also introducing newer products in wider base segments that excite our consumers and quickly become part of their lives.
PAGE: Are Pakistani brands able to penetrate the foreign markets through soaring export?
Rafiq Rangoonwala: AlhamduLillah, MonSalwa brands are now exported across the world from USA, Canada to Europe, UK, Australia, New Zealand, GCC and our exports are growing at an impressive double digit every year.
PAGE: How much role does the tagline of a brand play in the sales of a product?
Rafiq Rangoonwala: The brand tagline plays a vital role in establishing and communicating the brand promise to its consumers. In case of MonSalwa, our tagline “Bring Taste to Life” communicates and strengthens our promise of not only delivering Quality and Tasty innovative RTE and RTC Frozen Food products to our consumers, but also promises to elevate their lifestyles and experiences. As a result, our brand is trusted and look upon by our consumers and our every new innovation is widely acknowledged and accepted across trade, institutions and ultimately our consumer.