Chandigarh
28 November 2017
DIVYA AZAD
Capturing the emergent wave of healthy living and smart food choices, Mother’s Recipe, India’s leading household name in the ethnic food division, has widened their instant mix category with the nationwide launch of Poha, on the go! Blending the goodness of authentic ingredients like fine quality poha, lemon, curry leaves, cottonseed oil, sugar and other condiments, this new offering will be available in two delicious variants: Regular Poha and No onion No garlic Poha. Packed in an easy to carry container with lid, where you just have to add hot water and it is ready to eat in four minutes. The pack also contains a disposable spoon which makes it an even easier snacking option on the go.
Sharing her thoughts, Ms Sanjana Desai, Head of Business Development, Desai Brothers Ltd – Food Division (Mother’s Recipe), said, “As per the recently published report of Bonafide Research India Ready-To-Mix Market Outlook-2021, the ready-to-mix market was growing with a CAGR of 13.22% in the last five years and is expected to double by 2021. This growth can be attributed to the changing lifestyle of our time deficient consumers, coupled with rising number of nuclear families in young India and men & women both shouldering multiple roles. Keeping this in mind, a thoughtfully designed product ticks all the boxes of convenience, nutrition and taste.”
Mother’s Recipe’s Poha, on the go has been specially made to cater the needs of consumers who are looking for a hassle free, tasty and nutritious snack option which is easy to make and can be consumed at any hour. This single serve pack will be available in 70gm and 75gm across all hypermarkets, local stores, exclusive brand outlets & Mother’s Recipe e-store and various e-grocers like Big Basket in selected cities. Competitively priced at Rs. 45, the instant mix poha has shelf life of nine months, is free from added preservatives & MSG and retains the authentic taste of a mother’s touch.
Commenting on the consumer behaviour and product packaging in food category, Sanjana further added “We believe the demands of the FMCG segment are evolving every-day and consumers are seeking authentic, convenient and better packaged products. As a result, we need to continuously innovate in line with the growing consumer expectations while providing our customers with the finest quality & tastier products. Innovative packaging is also an integral part of our product development across all categories. Our recently introduced Mom style Poha on the go pack is in line with our aim to liberate our consumers, help them save time while maintaining the taste of mom’s style food”
‘Mother’s Recipe’ has witnessed exponential growth, CAGR of over 25% and has a strong presence across India and the global arena especially in the Middle East, Australia, UK, Europe, US, Canada and Africa, being one of the largest providers of traditional & authentic Indian taste exported to more than 40 countries in the world.(Pls verify) The current product portfolio in India consists of Pickles, Condiments Pastes, Blended Spices, Ethnic Chutneys, Papad, Ready to Cook Spice Mixes and Instant Mixes.
The Mother’s Recipe brand with a robust distribution network across the country caters to diverse formats ranging from mom &pop stores, modern trade outlets, multi-functional outlets, e-commerce, Defense and to Hotel Restaurants & Cafes (HORECA) / Food Service outlets.
With the acquisition of Kolkata based ELMAC brand and company’s foray into the online space, it is eyeing a growth of 25% in the current financial year.
