Company News

Women Friendly Hyderabad based first modern meat retail chain

  • Proteins Hygienic Non-Veg Mart, the only Hyderabad retail chain of modern meat stores is on an expansion spree

  • Women go to buy vegetables but why not meat? asks Vijay Chowdary Tripuraneni, the founder​

  • It also plans to set up India’s first Butchers Academy to train butchers to overcome their shortage

  • The meat market size of Hyderabad is INR 3500 crore per annum

Hyderabad, (Telangana) August 05, 2021: Hyderabad based first modern meat retail chain Proteins Hygienic Non-Veg Mart is on an aggressive expansion spree.  In a press conference organised on its first anniversary on Thursday, Mr J. Srinivas Reddy, Chairman of JSR Group,  who has come on board of the Proteins Hygienic Non-Veg Mart as the chairman said that they target to open 64 more outlets across twin cities by the end of March 2022. INR 22 crore will be infused for this expansion. But, these will be franchisee outlets. These new outlets are expected to generate employment of 850 people.

The company targets a turnover of Rs 60 crore for this fiscal share Mr. Mr. Srinivasa Rao Potini and Mr. Vijay Chowdary Tripuraneni, the founders of the company.  Both the founders are serial entrepreneurs and invested in My Stores, Lenin House Exclusive Stores; Goa Grills in the past. 

JSR Group is joining Proteins Hygienic Non-Veg Mart by taking a 40% stake. They will also fund all their future expansion plans.

The entity of the company will be changed to a limited company. Until now it has been a partnership firm.

Each outlet needs about 1000 sft space. Nearly INR 20 lakh is invested in setting up each store.

It also plans to expand to all metropolitan cities like Kolkata, Mumbai, Chennai, Bangalore and Kerala and Orissa in near future.

Mr. Vijay Chowdary Tripuraneni, a daily meat eater found the problem in locating a hygienic meat shop during the fist lockdown in August 2020.  He found that there was a huge need to open hygienic meat shops.  Thus born the Proteins Hygienic Non-Veg Mart on August 5 in the year 2020. 

Hygiene was the major concern for everybody then. Though there were good, Hygienic shops for vegetables, there were no meat shops available. People were scared of buying meat from untrusted shops. They were scared to buy frozen fish. They were scared to buy chicken from untidy places. This has triggered an idea that is now turned into a most successful venture conceptualised during the lockdown. Today the outlets are destinations for quality, hygienic and world-class meat products in twin cities. 

It was completed one year today.  What started small on August 5, 2020, has grown today into 11 outlets, 7 are already functional and four more are getting inaugurated in the next couple of days.

Proteins Hygienic Non-Veg Mart incidentally this is the first Hyderabad based modern meat retail chain,  where all kinds of meat are available.  PROTEINS, a modern retail chain of hygienic meat stores, is a bootstrapped phygital (physical stores & e-commerce) startup based out of Hyderabad.

It found that the Meat Industry in Hyderabad, unlike most other cities and countries, is still hugely unorganised (more than 95% is unorganised) and is grappling with poor infrastructure, unhygienic and unfriendly atmosphere, unreliable quality & availability and not a female-friendly shopping experience.   Protein​s​ Hygienic Non-Veg Mart is solving these problematic areas.

Hyderabad is the biggest meat consumer in India.  But meat selling outlets are not hygienic.  Proteins Hygienic Non-Veg Mart is the one-stop-shop for all meat requirements.

Women go out to buy vegetables, but meat is bought by men. Why is this? asks  Mr Manchala Vamshi Raj, Alumni of BITS Pilani and Mr Mandadi Harish Reddy, Alumni of IIT-Madras, the directors of the company.  With Proteins, now women can walk into any of the stores, they added. 

The Hyderabad market is huge and the market potential is estimated to be around INR 3500 core and Indian market four lakh crore. 

Proteins Hygienic Non-Veg Mart outlets are spread across twin cities of Hyderabad and Secunderabad. They are located at Banjara Hills, Jubilee Hills, Karwan, Ayyappa Society, Manikonda(OU Colony), Alkapuri, SR Nagar, Karkhana, Kukatpally Phase 7 and Bhagyanagar Society, Miyapur(Mathrusrinagar). 7 stores are operational now and 4 are being opened in a couple of days.

All these are owned outlets. All these 11 stores together will have 11000 sqft floor space and clocked a turnover of Rs 11crore. So far the chain has invested INR Rs 6crore. Right now it sells 20 tonnes of chicken 15 tonnes of mutton and 12 tonnes of fish per month and plans for 10 x growth by March 2022.

The Chain of Modern Meat stores is the brainchild of everyday meat-eater Mr Vijay Chowdary Tripuraneni, 36.

The chain is now very successful. When everyone closed their businesses in lockdown, Vijay Chowdary and  Srinivasa Rao Potini (Vasu), the founders daringly entered into the new business and created a niche for themselves and scripted a success story.

The chain broke several records. It was the 3rd most sought after chain of outlets in Swiggy orders received in June as well as July.

It broke another record. During the second lockdown, it delivered a record 2300 deliveries in a single day. Due to the lockdown restrictions and few working hours, it had the distinction of managing a record number of customers and their orders.

Proteins Hygienic Non-Veg Mart Chain provides a more convenient, hassle-free, and enjoyable method of purchasing meat at home. We want to make things easier for our customers by offering express delivery. Fresh meat is also delivered at the doorstep says, Vijay.

It offers a wide variety of meat products, fish and seafood. It stores the largest varieties of fish; little over 20 varieties are always available.

Now they would like to add live meat too. They are also getting into wholesale. A new product portfolio of ready to eat and ready to cook meat products will also be introduced soon.

Now it plans to set up Butchers’ Academy to overcome the shortage of professional butchers. It will start very soon. It aims to train 500 butchers in the next eight months. It will be an on the job training with a stipend of Rs 8000/- a month. It will be a 3 months in-store training. Tenth plus qualified youth will be recruited and they will be provided regular employment upon completion of the training.

Ms. Divi, Film Star, Model who is the brand ambassador for the company also attended the press conference.

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