Truly Indian, a brand under ADF Foods, announces significant expansion into U.S. grocery aisles with products now available in 172 Stop & Shop locations across the Northeast, responding to growing consumer demand for convenient, authentic Indian cuisine.
Product Lineup features traditional favorites with modern convenience:
- Vegetable Samosas
- Tandoori Naan
- Four varieties of Roti Wraps, marketed as “Indian Burritos”
Market Timing aligns with shifting consumer preferences. As over half of consumers anticipate spending more on groceries in 2025 than in previous years, Truly Indian positions itself at the intersection of convenience and authenticity.
Consumer Access extends beyond physical stores. While 74% of grocery shopping still occurs in brick-and-mortar locations, Truly Indian products are also available through Instacart, catering to the 56% increase in grocery delivery service usage since 2022.
Cultural Mainstreaming drives category growth. The expansion of Indian cuisine in American grocery aisles reflects both the influence of the growing Indian diaspora and broader consumer interest in international flavors.
This expansion represents a significant milestone for authentic Indian cuisine in the American retail landscape, offering consumers restaurant-quality options that maintain traditional flavors through advanced freezing techniques.
