Woman Entrepreneur Wants Everyone to ‘Live on Veg’ with Her Line of Gourmet Three-Minute Snacks


From his clandestine marriage, to setting up businesses in Nigeria, Goa and Port Blair, to his presence on Planet alone, Aneeta MyintLife has been hectic in many ways.

A rebel who followed her own path, Aneeta married her supervisor, Myint, a Burmese, after finishing her hotel management. They were both taking risks, and their combined passion for entrepreneurship led to China Room, a restaurant chain and resort town in Port Blair until the tsunami hit the island in 2004.

“Since then, I have donned several hats in the food and beverage industry – the most satisfying being the mastermind behind the Dhishoom restaurant chain in London. My four decades of restaurant experience has led to mYints-3-minutes – a new entrepreneurial venture, ”said Aneeta.

Launched in April 2021, mYints 3 minutes is a reheat and eat line of gourmet frozen party snacks with all selected items from the low calorie gourmet line, ready to reheat and eat in three minutes.

Changing the taste of vegetarian snacks

Aneeta explains that in India the frozen food category mainly includes cheap starch – fried potatoes and maid-frozen based snacks, especially in vegetarian categories.

“We thought of something tastier and not fried. Enough fries and alu tikkis, ”she adds.

The vision, she says, is to be the brand of choice for ready-to-eat snacks made with farm-fresh produce and fresh dairy products in ISO-certified production facilities.

mYints 3 Minute is available in six cities in North India from high-end physical stores. It has production facilities across India – Bengaluru, Mumbai, Nashik, Kashipur and Noida. NCR being the largest market in the vegetarian snack segment, was its first choice.

By the end of the first year, the brand hopes to be present in more than 10 cities in the retail, B2C and HORECA segments.

“The product line launched in Phase I includes Herbed Baby Potatoes with Tomato Sesame Seed Dip; Grilled vegetables with special Thai dip; Paneer Mix Cigars with Honey Mustard Dip; Mushrooms Stuffed with Sunset Red Dip; and Paneer Pesto Fingers with Chef’s Special Sauce. I would say “live life with vegetables,” says Aneeta.

The recipes are in the Pan Asian fusion taste, and very different from other brands available in the market.

“There are other smaller differentiators. Why should you soak everything in the tomato ketchup and kill the taste of the recipe? All our products are accompanied by their exclusive dip prepared by the chef. Each of our dips has been uniquely paired for this recipe only, ”she adds.

Add more to the range

There are nine products in the R&D stage, and in the next 9 to 15 months, Aneeta plans to launch a line of organic and vegan products as well.

While Aneeta is the brains behind the business, growth and operations are handled by the other three co-founders – Ashok Bansal, an MBA from ISB-Hyderabad and an engineer from DTU with 30 years of experience in India and abroad; Ankush Myint, who has run pub and restaurant chains for the past 10+ years; and Dinesh Murthy, a computer engineer, the brain of the technology.

The frozen snack market is expected to cross 5,000 crore rupees over the next three to four years, and Aneeta considers mYints 3 minutes to be a cross brand, as the products can be enjoyed as party snacks or drinks as well as mini meals. – for this desire and this hunger between lunch and dinner. Its price is between Rs 167-328.

The brand follows an omnichannel go-to-market strategy with offline supermarkets, third-party e-commerce platforms, and company-owned B2C in the Retail segment.

“We are also working towards a direct B2C model. By the second year, we will be present in all channels – B2C, e-commerce and offline channels, in 15 cities across the country, in retail as well as in HORECA segments ”, he added. she declared.

Currently, the brand is present in more than 90 physical outlets within three months of launch and is growing rapidly.

Great beginnings

The founders contributed with early seed funding. Afterwards, they had a “Friends and Family Tour” of approximately $ 75,000 in December 2020.

“This is a heavy investment industry, especially when you manufacture products with world-class quality standards in production facilities that comply with ISO 22000 and BRC. We are exploring the right partners for our expansion funds. It’s a shame that in the world’s largest vegetarian-consuming country, vegetarian specialties and vegetable-focused brands are scarce. And not a single new brand focused on gourmet vegetarian snacks is available, ”she adds.

Aneeta says the challenges during the pandemic were threefold – disrupting production, the supply chain, and establishing reach for customers.

It was a difficult period as they were unable to organize any brand promotions or tastings. But she adds that their persistence paid off and the brand recorded nearly Rs 10 lakh in sales in the first eight weeks, all during the lockdown period.

She also has some pragmatic advice for other women entrepreneurs.

“Leave a legacy that will make the next generation proud. Women entrepreneurs leave a much more lasting imprint on their families, society and subsequent generations, ”she says.


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