Mother’s Recipe pioneers packaging innovation for cooking paste category; introduces the Ginger Garlic Tub.

Posted by: at 3/09/2017 04:32:00 am

#TubOfMothersRecipe


Key features: ü Easy convenient Tub Packaging – aroma sealed & Spill proof ü The tub has a Modern, trendy & premium look with good quality food-grade plastic ü Induction sealed Pack to retain Freshness ü Consumer can scoop the required Ginger Garlic Paste from the Tub through a Spoon and use the exact amount required. ü Zero wastage – No wastage at corners like a spout pack ü Available across all major retail stores and online platforms in 300gm pack for just Rs. 59 ü NO sodium Benzoate (chemical preservative) used. The Demand for convenient and innovative packaging has become integral for any new product launch. Keeping consumer satisfaction & convenience as the aim Mother’s Recipe, recently launched their Ginger Garlic Paste in an innovative 300gm Tub pack.

Mother’s Recipe pioneers packaging innovation for cooking paste category; introduces the Ginger Garlic Tub.

Mother’s Recipe pioneers packaging innovation for cooking paste category; introduces the Ginger Garlic Tub.

Mother’s Recipe pioneers packaging innovation for cooking paste category; introduces the Ginger Garlic Tub.

Currently, Ginger Garlic Pastes are available in standee pouch, spout standee pouch, glass bottle, plastic bottle, tube packaging & pillow pouch. Mother’s Recipe is the first brand to introduce this innovative packaging which will offer ultimate convenience, zero wastage, easy storage and authentic taste to consumers.

Speaking about the new launch Sanjana Desai, Head - Business Development, Mother’s Recipe and ELMAC brand said, “A key principle for modern product packaging is that the easier it is to use a product, the more likely it will be accepted by consumers. The demands of the FMCG segment are evolving every- day and consumers are seeking convenience and better packaged products. As a result, we need to continuously innovate in line with the growing consumer expectations while providing our customers with only the best quality & tastiest of products. Our new Ginger Garlic Tub is in line with our aim to liberate our consumers, help them save time and provide convenience while maintaining traditional taste.”


“We have always given utmost priority to consumer convenience and product quality while developing new products. The spout packs had added some convenience in the category, However, retaining the authentic taste of the paste and reducing wastage was a challenge. The new product packaging addresses these issues providing authentic taste without any preservatives (NO sodium benzoate {chemical preservative}) and absolutely zero wastage, as consumer can scoop it out as per their requirement & store it easily.” Sanjana added.    


An essential ingredient in Indian cuisines, the cooking-paste market is estimated at Rs 150 crore and is growing at 30 per cent. Mother’s Recipe products are category leaders in most of the categories and market shares vary from 25% to 40%. In Cooking paste segment, Mother’s Recipe is one of the leading players commanding a market share of 18% based on Euromonitor estimates. With the launch of this new packaging, we expect to grow our market share to at least 22% in the first six months.


The product is available in 300 gm for Rs.59 across all hypermarkets, local stores and Mother’s Recipe exclusive outlets and e-store (http://shop.mothersrecipe..com) along with all the leading e-grocery platforms


Packaging overview:

Recent studies also show that packaging plays almost three times a bigger role in influencing customer satisfaction and repeat purchases in developing markets such as India compared to the US and Japan. While 71 per cent consumers in India say packaging is important to their overall product satisfaction, 24 per cent consumers in the US feel the same way.


Industry Overview- Food processing 

The food processing industry has huge potential. The industry is growing at a CAGR of 25% especially in the convenience food category. Indian household’s income is set to grow 3 times in this decade, and the potential for packaged food is expected to grow as income rises. Urbanization has seen a big switch from unbranded to branded products which also aid the growth of packaged food sector. Working population is constantly increasing with 63.5 mn new entrants between 2011 and 2016. The demand from Double Income no kids’ households helps us provide traditional food to time-challenged moms without compromising on the love that she pours into making food for her family



About Desai Brothers Limited

Desai Brothers Limited, which diversified into Food business in 2002 under the brand name 'Mother's Recipe' has witnessed exponential growth, CAGR of over 25% and has a strong presence across India and the global arena especially in the Middle East, Australia, UK, Europe, US, Canada and Africa, being one of the largest providers of traditional & authentic Indian taste exported to more than 40 countries in the world. The current product portfolio in India consists of Pickles, Condiments Pastes, Blended Spices, Ethnic Chutneys, Papad, 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 &pop stores, modern trade outlets, multi-functional outlets, e-commerce and Defense.

We are currently looking to expand our Hotel Restaurants & Cafes (HORECA) / Food Service vertical.  With the recent acquisition of Kolkata based ELMAC brand and company’s foray into the online space, it is eyeing a growth of 30% in the current financial year.




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