Ching's Secret

Ching’s Secret was founded in 1996 by Capital Foods. Based in Mumbai. The Ching’s Secret range of food products and ingredients include noodles, soups, sauces, masalas and chutneys.[1][2][3]

Ching's Secret
TypeFood
IndustryFood Manufacture
GenreDesi Chinese
Founded1996 (24 years ago)
FounderMr Ajay Gupta
Headquarters
Mumbai
,
India
ProductsMasalas, Instant Soups, Premium Soups, Instant Noodles, Sauces and chutneys, Schezwan Chutney, Hakka Noodles, Snacky Oats and Frozen Entrees.
Parenthttps://www.capitalfoods.co.in/
Websitewww.chingssecret.com

History

In 1996, Ajay Gupta launched Capital Foods. Using his marketing experience, he scouted the food market to explore profitable niches and homed in on Ching’s Secret, a brand that would offer Chinese food ingredients. He followed this up with Smith & Jones, a brand that would offer international foods and food ingredients.

Ching’s Secret debuted the staple trilogy of Chinese sauces - Soy Sauce, Red Chilli Sauce, Green Chilli Sauce. This was followed up with an offering of noodles, dubbed as Hakka Noodles in India. The logo design, packaging and initial communication all added to make the brand sound authentically Chinese. In August, 2015, Ajay established the category of Desi Chinese, an Indo-Chinese or fusion cuisine.[4][5]

Controversy

On 15 June 2015, a newspaper report stated that Ching's Secret noodles had failed a quality test administered by a government agency. The agency had then initiated court proceedings against the company, "for selling products that were found with hazardous chemicals.[6]

See also

References
  1. "Ching's Secret". www.capitalfoods.co.in. Retrieved 2020-08-07.
  2. Mall, Damodar (2014). Supermarketwala: Secrets To Winning Consumer India. Random House Publishers India Pvt. Limited. p. pt192. ISBN 978-81-8400-649-0. Retrieved October 27, 2017.
  3. Chopsticks and Ching's Secret. Business India. 2002. pp. 115–116. Retrieved October 27, 2017.
  4. "Why Ching's Secret is synonymous with desi Chinese cuisine". cnbctv18.com. Retrieved 2020-08-07.
  5. Dasgupta, Surajeet (2009-09-21). "Chinese, made in India". Business Standard India. Retrieved 2020-08-07.
  6. "After Maggi, Ching's fails quality test". The Times of India. 2015-06-16. Retrieved 2016-08-01.
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