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Mother’s Recipe expands instant mix category with Instant Upma launch
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Wednesday, 21 August, 2019, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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Mother’s Recipe, India’s leading household name in the ethnic food division, has expanded their instant mix category with the launch of traditional Indian breakfast Upma.
The South Indian specialty, prepared using the freshest and authentic ingredients like semolina (suji), black gram dal (urad dal) onion, green chilli, cumin, curry leaf, lemon powder and asafetida. Consumers just need to add hot water, and it is ready to eat in five minutes.
Speaking about the category, Sanjana Desai, chief strategy officer, Mother’s Recipe, said, “The instant food is gaining popularity in India, because of the comfort and accessibility of products that provide the genuine flavour of Indian food across retail channels.”
According to a report by Future Market Insights, India’s instant food market is anticipated to grow at a CAGR (compound annual growth rate) of 15.7 per cent and reach a valuation of $284.4 million by 2020.
“The key factors driving the instant food is employee affluence and growing millennial customers along with a rise in working women's population which has resulted in altering lifestyles and less time for home cooking,” it added.
The report stated “As a result, we continuously innovate in line with the growing consumer expectations while providing our customers with the finest quality and tastier products.”
Mother’s Recipe’s Upma pack is available in 73g Cup Upma and 170g pillow pouch formats across all hypermarkets, local stores, exclusive brand outlets and Mother’s Recipe e-store in major and mini metro cities. Cup Upma is competitively priced at Rs 50 and pillow pouch at Rs 35, the instant mix Upma has shelf life of nine months.
The current company scenario
Mother’s Recipe was founded in 2001 by Desai Brothers Ltd, and has successfully expanded to all regions across India as well as 42 countries around the world.
What started as a pickle brand has today grown exponentially, consisting of a diverse product range, including condiments, pastes, spices, papads, appalams, cooking pastes, curry powders, ready-to-cook spice mixes, ready-to-eat meals (canned and retort packing), mango chutneys, ethnic chutneys, chaat-chutneys, canned vegetables and mango pulp.
Desai said, “The FMCG market is ever-evolving, and consumers are always looking for something new and exciting. The Indian FMCG (fast-moving consumer goods) market has been growing steadily at 25 per cent per annum.”
“Even the pickles, where Mother’s Recipe are market leaders have been growing at 10.7 per cent CAGR and RTE (ready-to-eat)/RTC (ready-to-cook) categories at 17 per cent CAGR,” she added.
“With a market that is cluttered with multiple players, Mother’s Recipe as a brand has continued to stand out due to its diverse range of products, and constant focus on reinvention, to meet consumer demands,” Desai said.
Future plans
With the renewed focus on growing categories like condiment pastes, ready-to-cook, instant mixes and other verticals the company predicts an impressive growth of 22 per cent year-on-year.
On the exports front, the company plans to expand its current global footprint to newer markets like Europe and Africa.
Currently, exports account for about 40 per cent of Mother’s Recipe’s overall revenue. Apart from this, the company is aggressive looking at expanding their HORECA (hotels, restaurants and cafes) and food services solution business verticals.
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