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MTR Foods launches highest-selling product sambar powder’s spicy variant
Wednesday, 19 April, 2017, 08 : 00 AM [IST]
Our Bureau, Bengaluru
MTR Foods, the pioneer of packaged foods in India, has launched MTR Spicy Sambar Powder, which, as the name suggests, is the spicy variant of one of its highest-selling offerings, sambar powder.

It is the result of a combination of deep consumer insight and an in-depth cuisine study. Across South India, there are distinct tastes of sambar made in the same home, which might be based on the main course, taste palate and meal occasion.

Thevariant targetshome-makers to providean ideal sambar to be served at breakfast, lunch and dinner.

While the classic variant has always been popular,there was a clear need for a spicy variantto cater to a wider usage opportunity. The company stated that MTR Spicy Sambar would be available across outlets in South India.

“We are aleading packaged masala player, with prominent leadership in the sambar powder market in Karnataka,” said Sunay Bhasin, chief marketing officer, MTR Foods.

“However, our studies showed that there was a clear need for a spicier version of sambar powder to suit the needs of our target audience of home-makers in Karnataka,” he added.

“This need-gap has given us an opportunity to drive penetration and grow the category further. With the launch of the Spicy Sambar, we intend to speed up this growth,” said Bhasin.

Said Rekha Nahar, general manager, marketing, masalas and spices, MTR Foods,“Consumers prefer different variations of sambar to suit different meal occasions.”

“However, right now if I have to make a spicier version of sambar, there are additions that I have to make from my end in the kitchen,” she added.

“MTR Spicy Sambar lends the perfect spicy kick to everyday sambar, making it the perfect accompaniment,” Nahar stated.

MTR Spicy Sambar will be available in stock-keeping units (SKUs) ranging between Rs 5 for a 10g packand Rs 80 for a 200g pack.

“The launch of this new variant will be supported by a 360-degree marketing plan, including a new television commercial (TVC), outdoor, digital programmes and in-store activation,” said the company.
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