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Mother’s Recipe launches poha in regular & no onion no garlic variants
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Thursday, 30 November, 2017, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Mother’s Recipe, India’s leading ethnic food brand, has widened its instant mix category with the nationwide launch of poha in two variants - Regular Poha and No Onion No Garlic Poha.
These variants, which are blends of poha, lemon, curry leaves, cottonseed oil, sugar and other condiments, will be packaged in portable containers with lids (accompanied by spoons). All one has to do is add hot water and it is ready to eat in just four minutes.
Desai Brothers Ltd - Food Division, which sells its products under the brand name Mother Dairy, launched them in a bid to capture the emerging wave of healthy wave and smart food choices.
Sanjana Desai, head, business development, Desai Brothers Ltd – Food Division (Mother’s Recipe), said, “As per Bonafide Research’s recent report titled India Ready-To-Mix Market Outlook-2021, the ready-to-mix market was growing with a compound annual growth rate (CAGR) of 13.22 per cent in the last five years and is expected to double by 2021.”
“This growth can be attributed to the changing lifestyles of our time-deficient consumers, coupled with the rising number of nuclear families in young India and men and women both shouldering multiple roles. Keeping this in mind, a thoughtfully-designed product ticks all the boxes of convenience, nutrition and taste,” she added.
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 time.
This single-serve pack will be available in 70gm and 75gm variants at all hypermarkets, local stores and exclusive brand outlets, as well as the Mother’s Recipe e-store and various e-grocers like Big Basket in select cities.
Competitively priced at Rs 45, the instant mix poha has a shelf life of nine months, is free from added preservatives and MSG and retains the authentic taste of a mother’s touch.
Commenting on the consumer behaviour and product packaging in food category, Desai said, “We believe the demands of the fast-moving consumer goods (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 and tastier products,” she added.
“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 and help them save time, while maintaining the taste of mom’s style food,” Desai said.
Mother's Recipe has witnessed exponential growth and a CAGR of over 25 per cent, and has a strong presence across India and the global arena, especially in the Middle-East, Australia, the United Kingdom, Europe, the United States, Canada and Africa.
One of the largest providers of traditional and authentic Indian tastes, its offerings are exported to over 40 countries.
The company’s current product portfolio in India comprises pickles, condiments, pastes, blended spices, ethnic chutneys, papads, 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-and-pop stores, modern trade outlets, multi-functional outlets, e-commerce, defense and hotel, restaurant and cafe (HoReCa)/food service outlets.
With the company’s acquisition of the Kolkata-based ELMAC brand, and its foray into the online space, it is eyeing a growth of 25 per cent in the current financial year.
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