New Delhi, Aug 4: DSM Fresh Foods Ltd., the company behind direct-to-consumer meat and seafood brand Zappfresh, announced the expansion of its frozen vegetarian convenience food brand, Meevaa Foods, to Mumbai and Bengaluru, effective July 20, 2026. As part of the expansion, all 12 Meevaa SKUs are now available across select serviceable pin codes in both cities through the Zappfresh app and website. To mark the launch, the company rolled out its ’11:11′ campaign from July 21 to July 31, offering any Meevaa product at INR 11 for 11 days in celebration of Zappfresh completing 11 years. The initiative generated 3,43G orders across Delhi NCR, Mumbai and Bengaluru, with over 2,400 first-time customers, reinforcing the growing appetite for high-protein, ready-to-cook vegetarian snacks and convenience foods among urban consumers.
The expansion builds on Zappfresh’s established presence and cold-chain infrastructure in Mumbai and Bengaluru, enabling Meevaa Foods to leverage an existing fulfilment network and ensure product quality, freshness and seamless last-mile delivery. The company expects an initial fulfilment capacity of over 2,000orders per city every month, with Mumbai and Bengaluru projected to contribute 50-60% of Meevaa’s B2C business over time.
Commenting on the expansion, Priya Agarwaal, Director, DSM Fresh Foods Ltd., said,
“Mumbai and Bengaluru were a natural choice for Meevaa Foods as Zappfresh has already established a strong operational and consumer presence in both markets. Today’s consumers are looking for food that delivers convenience without compromising on taste, nutrition or authenticity. With Meevaa, we have brought the rich, familiar flavours of North Indian cuisine into a modern, ready-to-cook format that fits seamlessly into fast-paced urban lifestyles. We also see a growing shift towards protein-rich snacking, with consumers becoming more conscious about what they eat while expecting convenience at the same time. The response to our launch reaffirms our belief that premium frozen vegetarian foods are no longer a niche category but an emerging mainstream choice for India’s metro consumers. This expansion is another step towards making quality, high-protein convenience foods accessible to more households across the country.”
In Delhi NCR, where Meevaa launched earlier this year, the brand has already achieved a 55% repeat purchase rate, demonstrating growing customer confidence in its product quality and taste. The campaign’s best-performing products included the Tandoori Paneer Power Momos, Veg Noodle Spring Rolls, Paneer Smash Patty and Paneer Samosa, while overall orders increased by nearly 40%, accompanied by a 30% expansion in the customer base.
With the successful entry into Mumbai and Bengaluru, Meevaa Foods is focused on strengthening its footprint in existing markets while continuing to introduce innovative campaigns that encourage product discovery and consumer engagement. Alongside its domestic expansion, the company is also strengthening its international presence through exports to markets including Saudi Arabia, Canada and the United Kingdom, reflecting its broader vision of taking Indian convenience foods to global consumers.
The company will continue rolling out regional and festive campaigns over the coming months while expanding its presence through quick commerce platforms to deepen penetration across Delhi NCR, Mumbai and Bengaluru, accelerating its growth journey in India’s rapidly evolving convenience food market.