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Mother’s Recipe launches ginger garlic paste in 300g tubs, priced at Rs 59
Saturday, 11 March, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
Mother’s Recipe has recently launched its ginger garlic paste in a 300gm tub pack priced at Rs 59. It is available at hypermarkets, local stores, the company’s exclusive outlets and e-store, and all leading e-grocery platforms.

Currently, ginger garlic paste is available in standee pouches, spout standee pouches, glass bottles, plastic bottles, tube packaging and pillow pouch.

According to the company, the first brand to introduce this innovative packaging, which will offer convenience, zero wastage, easy storage and authentic taste to consumers.

Sanjana Desai, head, business development, Mother’s Recipe and Elmac, said, “A key principle for modern product packaging is that the easier it is to use a product, the more likely it will be accepted by consumers.”

“The demands of the fast-moving consumer goods (FMCG) segment are evolving every day, and consumers are seeking convenience and better-packaged products,” she added.

“As a result, we need to continuously innovate in line with the growing consumer expectations while providing our customers with only the best quality and tastiest of products,” Desai said.

“Our new ginger garlic paste tub is in line with our aim to liberate our consumers and help them save time and provide convenience, while maintaining the traditional taste,” she added. 

“We have always given utmost priority to consumer convenience and product quality, while developing new products,” Desai said.

“The spout packs had added some convenience in the category. However, retaining the authentic taste of the paste and reducing wastage was a challenge. The new product packaging addresses these issues providing authentic taste without any preservatives and absolutely zero wastage, as consumers can scoop it out as per their requirements and store it easily,” she added.

An essential ingredient in Indian cuisines, the cooking paste market is estimated at Rs 150 crore, and is growing at 30 per cent. Mother’s Recipe products are category leaders in most of the categories and market shares vary between 25 per cent and 40 per cent.

In the cooking paste segment, Mother’s Recipe is one of the leading players, commanding a market share of 18 per cent,  based on Euromonitor estimates. With the launch of this new packaging, the company expects to grow its market share to at least 22 per cent in the first six months.

Packaging overview
Recent studies also show that packaging plays almost thrice as big a role in influencing customer satisfaction and repeat purchases in developing markets such as India vis-a-vis the United States and Japan. While 71 per cent of the consumers in India said packaging was important to their overall product satisfaction, 24 per cent consumers in the United States felt the same way.

Industry overview: Food processing
The food processing industry has huge potential. The industry is growing at a compounded annual growth rate (CAGR) of 25 per cent, especially in the convenience food categories. The incomes of Indian households are set to triple in this decade, and the potential for packaged food is expected to grow as income rises.

Urbanisation has seen a big switch from unbranded to branded products, which also aid the growth of the packaged food sector. The working population is constantly increasing, with 63.5 million new entrants between 2011 and 2016.

The demand from double income no kids households helps us provide traditional food to time-challenged mothers without compromising on the love that they pour into making food for their families.
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