Wednesday, August 21, 2019


MTR Foods unveils new-to-India Masala Karam, Seviyan Upma in Telangana
Friday, 31 May, 2019, 08 : 00 AM [IST]
Our Bureau, Bengaluru
MTR Foods has strengthened its presence in Telangana and Andhra Pradesh with the launch of two unique products, Masala Karam and Seviyan Upma, in key categories - masalas and breakfast mixes, respectively. These new-to-India formats are focussed on catering to the tastes of the region.

While Masala Karam is a versatile product that is used in everyday cooking, the quick-to-cook Seviyan Upma is a popular breakfast in Telugu households. The products were unveiled in Hyderabad by MTR Foods’ chief executive officer Sanjay Sharma and chief marketing officer Sunay Bhasin.

With the aim of developing a masala blend that is relevant to the local Telugu cuisine, the company specially crafted MTR Masala Karam powder for homemakers in Andhra Pradesh and Telangana. Understanding that the usage of this multi-purpose masala is high, consumer insights were gathered from hundreds of homemakers in the region that helped co-create an authentic recipe. It comprises a special blend of Guntur chillies, garlic and coriander, among other spices, that can be used in every household every meal every day.

Masala Karam will be available in convenient pack sizes of 20g, 100g and 200g, priced at Rs 10, Rs 38 and Rs 75, respectively. The three-minute Seviyan Upma in pack sizes of individual and family packs are priced at Rs 20 and Rs 55, respectively. The products are available in all modern and general trade outlets.

The popular three-minute breakfast range, launched by MTR Foods two years ago, caters to need of the millennial to eat a hot Indian breakfast that can be made quickly by just adding hot water and consumed on-the-go. Seviyan Upma is amongst Telangana and Andhra Pradesh’s most popular breakfast dish that often takes 20 minutes to cook from scratch.

“The home maker’s need is different from that of the millennial. She wants to quickly serve a delicious, hot Indian breakfast for her family on busy weekday mornings without compromising on her own addition of value to the meal,” said the company officials at a press conclave in Hyderabad.

Seviyan Upma can be prepared in just three minutes by boiling hot water and adding the mix to it. It is packed with the goodness of wheat, flavoured mix of roasted vermicelli, with the right blend of masala and cashews. The company also said that it is India’s only quick wheat vermicelli upma.

“Telangana and Andhra Pradesh together contribute the second highest to our sales from India. This year, we have put together a strategy to focus on the two states both in terms of launch of new products as well as investments and strategic initiatives,” said Sharma.

“We have already set up a separate business unit for the states which will sharpen our focus and bring us closer to our consumers. While innovation and strong consumer insights form the cornerstone for MTR Foods, we are also strengthening our distribution footprint and increasing penetration in the two states,” he added.

“We are always studying consumer needs, and both the products launched today are answers to the need-gap identified in Telangana and Andhra Pradesh. While the two products are from two different categories, they both will surely delight the consumers, as well as solve for the need for convenience and great taste, which is sought by all,” said Bhasin.

The company said that both the new products, would be supported by a 360-degree marketing plan, including new TVCs (television commercials), in-store activation, outdoor and digital programmes.
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