Rita sunil, a homemaker, doesn&rsquot have time to make breakfast for her family. She picks up a packet of frozen idlis, heats it in the microwave and serves it with aplomb to the rather hungry inmates of her home. Mission accomplished. Rita represents a community of emerging consumers for whom readytoeat frozen foods offer a quick fix solution. Simply put, it is convenience food packaged in compact sachets and when it is brought home, it is consumed as a microwave meal.
