As part of its transformation plan, one of the country s oldest spice processing brands Annapoorna Masalas and Spices, has adopted a new strategy under ‘Annapoorna 2.0’, which targets around Rs 500 crore in the next five years. The company is also eyeing its own retail network. The 45-year-old Coimbatore-based brand is now headed by third-generation owners under the leadership of Executive Director Vijay Prasad, who is spearheading Annapoorna 2.0. Last year, the company clocked around Rs 35 crore in revenues and this year it is planning to close with Rs 40 crore. Sree Annapoorna Foods (SAF s) Executive Director Vijay Prasad said that the company has come out with a new corporate identity including a logo, tagline, product packaging and marketing collaterals as the first step in the transformation journey ahead.