MTR, one of India’s branded processed food companies, is now looking to gain a fair share of the breakfast mix market.
In this regard, its multigrain breakfast mixes like oats idli & multigrain dosa including the ubiquitous oats upma are seen as novel breakfast options.
“The company is looking to capture the opportunities as the Indian consumer is waking up to the need of a healthier lifestyle. For us, the fastest-growing products are upma, idli, dosa and rava idli. Historically, MTR has made a mark by being an innovator and a first-mover in the ready-to-eat and breakfast mixes and hence built a strong equity amongst consumers. It is only today that there is a lot of excitement in the breakfast market with new products being launched every few weeks. It is an interesting space right now and we’ve been present here for the longest, even before it became so interesting and have quite literally been the protagonist in shaping it up,” explained Vikran Sabherwal, VP, marketing, MTR Foods Pvt. Ltd, while sharing details of his company’s forays in the breakfast space with F&B News in an email interaction.
“Research points to the fact that consumer is seeking help with cooking and is looking for offerings that reduces her time in the kitchen. However she is still looking at controlling the final outcome of food hence is not looking for ready solutions,” he added.
“There is considerable competition in the segment of breakfast offering today. But MTR has been in this space for over 30 years and has been one of the early developers of this market. In the last 10 years we have seen the influx of the Western breakfast cereal market. In 2009, we refocused our range and clustered them under breakfast mixes and have marketed them aggressively. MTR’s strength is to bring back the Indian breakfast options in a tasty, nutritious and easy-to-use format back to the Indian consumers,” pointed out Sabherwal.
“Both ready-to-eat and breakfast mixes offerings from MTR are meant for different consumer need gaps and meal occasions, hence comparing the response of two different categories of foods will not be right. The two categories are delivering well in terms of growths and there is positive consumer traction for both these kinds of foods. These form the pillars of growths for MTR,” he concluded.
In this regard, its multigrain breakfast mixes like oats idli & multigrain dosa including the ubiquitous oats upma are seen as novel breakfast options.
“The company is looking to capture the opportunities as the Indian consumer is waking up to the need of a healthier lifestyle. For us, the fastest-growing products are upma, idli, dosa and rava idli. Historically, MTR has made a mark by being an innovator and a first-mover in the ready-to-eat and breakfast mixes and hence built a strong equity amongst consumers. It is only today that there is a lot of excitement in the breakfast market with new products being launched every few weeks. It is an interesting space right now and we’ve been present here for the longest, even before it became so interesting and have quite literally been the protagonist in shaping it up,” explained Vikran Sabherwal, VP, marketing, MTR Foods Pvt. Ltd, while sharing details of his company’s forays in the breakfast space with F&B News in an email interaction.
“Research points to the fact that consumer is seeking help with cooking and is looking for offerings that reduces her time in the kitchen. However she is still looking at controlling the final outcome of food hence is not looking for ready solutions,” he added.
“There is considerable competition in the segment of breakfast offering today. But MTR has been in this space for over 30 years and has been one of the early developers of this market. In the last 10 years we have seen the influx of the Western breakfast cereal market. In 2009, we refocused our range and clustered them under breakfast mixes and have marketed them aggressively. MTR’s strength is to bring back the Indian breakfast options in a tasty, nutritious and easy-to-use format back to the Indian consumers,” pointed out Sabherwal.
“Both ready-to-eat and breakfast mixes offerings from MTR are meant for different consumer need gaps and meal occasions, hence comparing the response of two different categories of foods will not be right. The two categories are delivering well in terms of growths and there is positive consumer traction for both these kinds of foods. These form the pillars of growths for MTR,” he concluded.
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