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Mother’s Recipe plans deeper domestic and overseas forays with new range
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Saturday, 09 July, 2016, 08 : 00 AM [IST]
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Nandita Vijay, Bengaluru
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fiogf49gjkf0d Mother’s Recipe brand by Pune-based Desai Brothers is now capitalising on the acquisition of Kolkata-based Elmac Foods to storm into the HoReCa sector with a range of sauces, jams and mixes. While the company is also working to further consolidate its domestic market presence, it is exploring new distribution channels like Walmart, Tesco, Carrefour and Woolworth globally to increase its international presence to entice the Indian diaspora.
The buyout of Elmac in 2015, gives the brand a headstart into the eastern region covering West Bengal, Assam, and Mizoram among others where cooking pastes are much-sought after. The current scenario opens up considerable growth prospects. “Entry into the HoReCa sector with the acquisition of Elmac brands with sauces gives us a greenfield opportunity. The company will also be able to maximise its presence with pickles, cooking pastes, ready-to-cook spice mixes, papads and instant mixes,” informed P Rajan Mathews, VP, sales and marketing, Mother’s Recipe, Desai Brothers Ltd, while speaking to FnB News.
Pickles is the flagship product for Mother’s Recipe. The company organises pickle festivals to present its new range to customers accessing food retail outlets including Metro Cash & Carry and Spar. The cooking pastes are expanding with onion and chilly paste. Another area of growth is the ready-to-fry range of papads made of rice, sago and potato. The ready-to-cook spice mix category covers the curry bases for fish, vegetables and mutton and has 22 products with eight vegetarian and 14 non-vegetarian versions. The new additions for the Kerala market include Malabar fish curry, prawn and chicken.
In Karnataka and specifically Bengaluru, pickles and cooking paste are in good demand. In this cosmopolitan city, North Indian pickles indicate a favourable response. “Our products are carefully developed to ensure the original taste is retained. For instance for the Chettinad chicken product, our team visited the homes in the region which prepared the cuisine in a traditional way and after the product development, it was sent for a feedback,” he added.
Mathews, who was in Bengaluru to oversee the launch of new products, said that in an age where trends of dual income homes and working women were on the rise, instant mixes and ready-to-cook products were preferred. There was also the lack of culinary expertise for most women who moved out of their homes in search of jobs. “Therefore we are increasing our presence in the instant mixes with poha, upma, payasam and dhokla. There are a lot more in the pipeline under this category. These are any time cooking options which are simple and time-saving,” he said.
The entire heat & eat range is exported to 40 countries. These include the simmering sauces, liquid spice mix, tandoor chicken and vindaloo. Under the chutneys category, there are 12 variants. There are also canned exports of mango fruit pulp, besides baby corn and mushrooms. In the area of ready-to cook spice mixes, there is competition from Parampara from General Mills and Rasoi Magic from MTR among other western India players.
For the Rs 1,000 crore Mother’s Recipe, the domestic market for ready-to-eat generates Rs 210 crore revenue with 60 per cent of its customers from Bengaluru and Chennai in 2015. This is primarily because of its large working and floating population of two-income homes. “We will be able to garner a 25 per cent growth in fiscal 2016-17,” said Mathew.
The company has two facilities at Pune and another one is coming up at Nadiad, Kheda district, Gujarat, which will be commissioned by end of the year. It also has facility at Ranebennuru in Haveri district in Karnataka for pickled gherkins.
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