Flavour- packed smoked chicken: ready to eat anytime at room temperature

A new meat brand in Assam 'Indimeat' is set to shake up the food industry with its roots deeply embedded in India’s heartland. The newly launched food brand aims to offer a healthy, protein-rich solution to consumers through ready-to-eat meat products, such as their signature smoked chicken and an innovative protein bar.

In an exclusive interview with Business North East, founders of the newly launched meat brand Sayanika Deka and Jubanayan Saikia shared the inspiration behind their new venture under Svastha Samriddhi Private Limited Company. Sayanika Deka said, "Our journey started during the COVID-19 pandemic. We realised that livestock farmers were suffering due to a lack of minimum support prices and essential feed, compounded by the limitations of the pandemic. At that time, there were no readily available meat products that could be consumed safely and immediately. This led to our research and the eventual creation of ready-to-eat smoked chicken."

Co-founder Jubanayan Saikia, a COVID-19 survivor and integrated farm practitioner, highlighting a key moment during the crisis stated, "The African Swine Fever further worsened the situation for livestock farmers, particularly in Northeast India. There was no readily available meat product for the broader market, while many products were being imported from outside. That’s when my farm partner  Mrinal and I decided to focus on food processing." Their breakthrough came after receiving specialised training at the National Meat Research Institute in Hyderabad, which helped them develop Indimeat's flagship products.

Technology & Manufacturing:

The Indimeat employs cutting-edge technology to ensure their products are both healthy and convenient. "We use a smoking machine to prepare our smoked chicken at the Veterinary College in Khanapara, ensuring that it’s non-carcinogenic. Offset smoking technology reduces harmful substances while preserving the meat’s flavour," Jubanayan Saikia explained. He further revealed that the protein bars are created using valorization and thermal sterilisation techniques, allowing the products to last up to a year at room temperature, making them ideal for wider distribution.

The Market and Expansion Plans

In just four and a half months, Indimeat has gained significant traction. The brand has sold over 500 products from their experience center and other outlets. They are receiving positive feedback and increasing demand from nearby cities, including Shillong. While they have yet to enter the export market, their long-term goal is to introduce Indimeat to international consumers, with plans to begin exporting by April 2025.

"The total investment required to fully commercialise Indimeat's operations would be around 4.5 crore,"Jubanayan Saikia further said during the interview.

With support from government and private institutions, Indimeat is poised to expand further. Their next major goal is to make their ready-to-eat smoked chicken shelf- sustainable, paving the way for exports in the coming year. As a company driven by quality and consumer health, their mission is clear: to bring protein-rich, preservative-free meat products from India to the world stage. 

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