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MTR's Prerna Tiku on adapting to modern tastes as it looks to expand market and growth #BrandWagon #MTRFoods #ReadyToEat #IndianCuisine #FoodInnovation #ConvenienceFood #SouthIndian MTR Foods Private Limited Orkla India Prerna Tiku Story by Shailja Tiwari

In a conversation with BrandWagon FinancialExpress, MTR's CMO, Prerna Tiku, shares how the brand continues to evolve and stay relevant in today’s fast-changing market. The story offers an in-depth look into Prerna's insights on how MTR is successfully adapting to evolving consumer preferences by prioritizing innovation, enhancing convenience, and continuously expanding its product range.   Read the full story for more insights into MTR’s journey of innovation and growth.

The 100-year-old legacy brand MTR Foods has a remarkable journey that began with two brothers, Yajnanarayana Maiya and Ganappayya Maiya, who started a small restaurant called Mavalli Tiffin Room (MTR) in Bangalore in 1924. Their commitment to value for money, savory food, and high hygiene standards made MTR the hottest spot in the city. After facing challenges, including the emergency that led to the inception of MTR Foods, the brand pivoted to offer packaged foods, which became an instant hit. Over the years, MTR Foods continued to innovate, expand its product line, and penetrate new markets, both domestically and internationally. The brand's success can be attributed to its unwavering obsession with quality, hygiene, and convenience, as well as its focus on innovation and finding product relevance amidst constantly evolving consumer needs. This remarkable journey from a small restaurant to a multi-crore brand is a testament to the enduring legacy of MTR Foods. Today, the brand offers 145 products, 400 SKUs, and over 3,000 unique recipes, spanning six verticals Some key highlights of MTR Foods include: ·       Masala and Spices: Leading the portfolio with 50% market share ·       Sweets (Mixes + RTE): Accounting for 17% of the total business ·       Breakfast + Chilled: Contributing 14% to the brand's revenue ·       Badam Milk (Canned + Mix): Making up 7% of the portfolio ·       Ready-to-Eat: Representing 8% of the product range ·       Other Categories: Accounting for 4% of the offerings In a recent move, Orkla ASA consolidated its three business units in India – MTR, Eastern, and International Business (IB) – into a single entity named Orkla India. The Eastern business is expected to contribute approximately 45% of the total business, while MTR is expected to contribute around 37%, and international businesses for around 18%  MTR Foods has also set up separate facilities for sweets and chilled businesses, with an investment of ₹10 crore each. The company holds a strong presence in Karnataka and Andhra Pradesh, with sales in Andhra Pradesh doubling over the last five years Stay tuned for more exciting launches from MTR Foods as they continue to innovate and expand their product range! 🌟🍚 #mtr #MTRfood #Business #recentnews #branding #marketing #IndianHeritage #CulinaryExcellence Source: Business Line

𝗕𝗿𝗮𝗻𝗱 𝗧𝗮𝗹𝗲𝘀 – 𝗛𝗶𝗱𝗱𝗲𝗻 𝗧𝗿𝗲𝗮𝘀𝘂𝗿𝗲𝘀: 𝗠𝗧𝗥 ****𝗔 𝘁𝗮𝗹𝗲 𝗼𝗳 𝘄𝗮𝗿 & 𝗿𝗮𝘃𝗮 𝗶𝗱𝗹𝘆**** MTR (Mavalli Tiffin Rooms), which began as a Brahmin’s Coffee Club in 1924, is celebrating its 100th anniversary this year. The brand introduced several innovations (largely unsung) to the dining landscape in India. It was the first Indian restaurant to implement steam sterilization of utensils, crockery, and cutlery in 1955. They even offered walkthroughs for customers inside the kitchen to check cleanliness for themselves, thereby earning their trust. MTR was also the pioneer in offering a 'car service' - allowing customers to pick up food in their cars or sending their chauffeurs over for it, a concept many restaurants later adapted as 'drive-in'. During the aftermath of the Second World War, when there was an acute shortage of rice, MTR experimented with new ingredients to sustain their business. One such successful experiment was the replacement of traditional rice batter with semolina (rava), giving birth to the now infamous Rava Idlis. Rava Idlis, like traditional idlis, are puffed, steamed cakes, but they are much chunkier. The addition of nuts, mustard seeds, and curry leaves makes them a signature dish. During the Emergency in 70s, MTR had to shutdown operations for a while which pushed them to start packed masala business to stay afloat, thus marking the birth of MTR Foods Private Limited This validates a consumer behavior theorem: Indian customers seek both nostalgia and innovation simultaneously. #BrandTales #HiddenTreasures #Post02

🚀 Case Study: How MTR Foods Private Limited Achieved Market Leadership Through Innovation and Tradition 🌟 In the ever-evolving food industry landscape, MTR Foods India offers a compelling case study in balancing tradition with innovation. Established in 1924, MTR Foods has journeyed from a small Bangalore-based restaurant to a leading name in the packaged food sector. This post explores how MTR Foods has navigated market challenges and embraced opportunities to achieve remarkable success. 🏛️ Background Founded by the late B. D. A. S. Ranga Rao, MTR Foods began as a modest restaurant in Bangalore, known for its authentic South Indian cuisine. With a rich heritage rooted in culinary excellence, the brand quickly gained popularity for its delicious dosas, idlis, and sambar. As the demand for convenience foods grew, MTR Foods transitioned from a restaurant to a packaged food brand, maintaining its commitment to quality and authenticity. 🥘 Challenge MTR Foods faced significant challenges including the rise of convenience foods and shifting dietary trends, which required them to innovate while maintaining their traditional roots. The influx of new players, both international brands and local startups, intensified market competition, necessitating a strategic approach to product development and branding. Additionally, MTR had to modernize its image without compromising the authenticity and heritage that had defined the brand for decades. 💡 Strategy 1. Modernizing Operations: MTR invested in state-of-the-art manufacturing facilities and embraced advanced technology to ensure product consistency and efficiency. 2. Product Innovation: By expanding their product range and incorporating new flavors, MTR catered to diverse consumer tastes while maintaining their traditional roots. 3. Brand Revitalization: A strategic rebranding initiative helped MTR connect with younger audiences while preserving the trust and authenticity established over decades. 📈 Results - Market Leadership: MTR Foods solidified its position as a leading brand in the Indian packaged food sector. - Increased Reach: Expanded distribution channels brought MTR products to new regions and demographics. - Consumer Trust: Continued emphasis on quality and innovation has reinforced consumer loyalty and brand recognition. 🌟 Key Takeaways MTR Foods’ success story underscores the importance of blending tradition with modernity and the value of adapting strategies to meet evolving market demands. What other brands do you think have successfully balanced tradition and innovation? Share your thoughts in the comments! 👇 Sunay Bhasin #CaseStudy #FoodIndustry #MTRFoods #BrandStrategy #Innovation #MarketLeadership #BusinessGrowth #ConsumerTrust #LinkedInInsights

In #India, mithais—sweet confections—hold a cherished place in #culinary culture, akin to an extra passenger fitting into a full car. These sweets are not just desserts but symbols of #celebration and tradition, accompanying every meal. Despite a growing #trend towards health-conscious eating, mithais continue to thrive, evolving with the times. Today, the Indian chocolate #market is witnessing a sweet revolution. Traditional mithais are getting a #modern makeover through fusion creations and functional #innovations. Fusion mithais, like gulab jamun waffles or jalebi-filled pastries, showcase the versatility of #Indian sweets, bridging culinary cultures. On the other hand, functional mithais, sweetened with jaggery or enriched with superfoods, offer guilt-free indulgence. Personalization and #sustainability are driving forces behind mithais in the modern age. Customizable mithais cater to individual #preferences, while sustainable practices, such as #biodegradable packaging and natural food colors, align with environmental consciousness. These changes reflect a growing #demand for personalized, eco-friendly products. In the fast-paced 2020s, mithais have adapted to offer #convenience without compromising tradition. Advancements in #food #technology have led to longer shelf lives for mithais, reducing food waste. Moreover, single-serving sizes and impulse-buying options make mithais accessible on-the-go, fitting into modern lifestyles. Despite these innovations, the core of mithais remains unchanged—quality. Consumers today #value the excellence of ingredients, ensuring that the authentic #taste of India's sweet heritage is preserved. As mithais evolve to meet the demands of the modern era, they continue to be a #sweet reminder of timeless joys and traditions. “The fusion of traditional flavors with modern twists and the focus on health and sustainability are key trends shaping the market. This is sign of future growth in the market as the mithais' timeless appeal with their adaptability in a changing world." Sachin Salunkhe Chairman, Eumsig Foodworks Pvt. Ltd.

🔰 EP-11 🚀 From Local Legacy to Global Giant: The Inspiring Journey of Sadananda Maiya and MTR Foods 🌟 Sadananda Maiya took the helm of his family's legendary restaurant, Mavali Tiffin Rooms (MTR), founded by his grandfather in 1924. MTR was renowned for its mouth-watering idlis and coffee in Mavalli, Karnataka. But as the restaurant moved to Bangalore, a challenge arose. 👇 In 1975, the government introduced the Food Control Act, slashing prices drastically. MTR faced losses of Rs 1 lakh in just 19 days. Sadananda had to act swiftly to save his family's 50-year legacy. 🚀 In 1976, he took a bold step, creating MTR Foods to venture into instant premixes. Starting with Rava idli and Khara Bath mixes, he expanded to sambar and rasam masala powders, quickly gaining traction. 🤔 By 1982, MTR had four products but lacked local distribution. In 1983, Sadananda partnered with ten Bangalore shops, including popular ones like Nilgiri's and Vijaya Bakery. By 1984, MTR entered Tamil Nadu and Andhra Pradesh with twelve products. 🙌 MTR pioneered India's first polyester poly-stand pack, securing 80% market share in Bangalore by 1990, surpassing giants like Hindustan Unilever and Nestle. Yet, the Indian packaged food market remained small, and Sadananda aimed higher. 💸 In 1992, he invested 1 CR in a new facility in Bommasandra, Karnataka, expanding into pickles, vermicelli, papads, and ice cream softies. With 40% annual growth, MTR raised 6 CR from Aquarius Capital. 💰 Success in softies led to launching 11 ready-to-eat meals in North India using retort pouches. MTR expanded to 500 locations, became a Pan-India brand, and raised 19.2 CR from JP Morgan in 2002. 🌏 MTR went global, exporting to Japan, China, Hong Kong, and later the US and UK, becoming the first Indian company with HACCP certification. By 2006, MTR Foods reached 135 CR in revenue and 17 CR in profit. 👇 The pivotal moment came in 2007 when the Norwegian-based Orkla Group acquired MTR Foods for 353 CR. 📈 Today, MTR Foods is a 1000 CR brand with over 270 products. Sadananda Maiya's legacy is immortalized in every MTR packet, essential for every trip. 🙏 image credit : MTR Foods Private Limited #Inspiration #Entrepreneurship #MTRFoods #SuccessStory #FoodIndustry #Legacy

Hello connections, This article provides deep insights into the quality of Indian single malts. "Indian single malts overtake global giants for the first time" Top Indian brands: Amrut, Paul John, Rampur, Indri, Gianchand Top Global brands: Glenlivet, Macallan, Lagavulin, Laphroaig, Talisker Early estimates prepared by industry body Confederation of Indian Alcoholic Beverage Companies (CIABC) show that Indian single malts have cornered a 53% share in total sales. #data These numbers are seen as a milestone for homegrown players. (Refer to the image attached) The craze for Made in India brands has prompted Diageo and Pernod Ricard which source their single malts mainly from Scotland to join the launching local brands. (Diageo has introduced Bandawan in 2022 while Pernod recently launched Longitude 77) #madeinindiacraze There is panic among foreign brands as Indian companies are growing bigger. The quality of Indian based malts is really fantastic which is one of the main reasons for increased demand. #superbquality In India, younger audience is experimenting and gravitating towards niche products as they want new products and there is a lot of value in it. #youngeraudience Scottish makers are very traditional in their processes and Indian makers love to experiment. #differenceofperception Indian makers are able to dismiss the arrogance by Scottish puritans who swear by Scottish weather, water and barley. #indianmakers

🌟 **The Inspiring Journey of MTR: From Struggle to Success** 🌟 In the bustling streets of Bengaluru in 1924, a small eatery named Mavalli Tiffin Room (MTR) was founded by **Parampalli Yajnanarayana Maiya**. Little did anyone know that this humble establishment would evolve into one of India’s most beloved food brands, renowned for its authentic flavors and quality products. The journey of MTR is a testament to resilience, innovation, and a deep-rooted commitment to tradition. Here's a glimpse into their remarkable story: 1. **Humble Beginnings:** MTR started as a small restaurant offering traditional South Indian cuisine. Its reputation for serving delectable and hygienic food quickly spread, making it a favorite among locals. 2. **Facing Adversity:** During the emergency period in India (1975-1977), the government imposed stringent food regulations, limiting the amount of rice that could be served. This posed a significant challenge for MTR, known for its rice-based dishes. However, instead of bowing to the crisis, MTR adapted by introducing innovative alternatives like Rava Idli, which became an instant hit and remains a favorite to this day. 3. **Diversification and Expansion:** Recognizing the need to cater to a broader audience, MTR diversified its offerings by entering the packaged foods market in the 1970s. They launched a range of ready-to-eat meals, instant mixes, and spices, ensuring that the authentic taste of Indian cuisine could be enjoyed in homes across the globe. 4. **Maintaining Quality and Authenticity:** MTR’s commitment to quality and authenticity has been unwavering. Every product is made with the finest ingredients, adhering to traditional recipes. This dedication has earned them the trust and loyalty of millions of customers. 5. **Global Recognition:** Today, MTR is a household name not just in India but around the world. With a presence in over 30 countries, the brand continues to bring the rich flavors of Indian cuisine to a global audience, staying true to its roots while embracing innovation. MTR’s story is a shining example of how perseverance, innovation, and an unwavering commitment to quality can turn challenges into opportunities. As we savor their delicious offerings, let’s celebrate the legacy of Parampalli Yajnanarayana Maiya and the timeless values that have fueled MTR's success. #MTR #SuccessStory #IndianCuisine #Innovation #Tradition #Resilience #FoodIndustry #GlobalBrand

🚀 Exciting News from Danodia Foods! A certified organic FMCG company I am thrilled to extend an invitation to potential partners! At Danodia Foods, we've been proudly serving thousands of customers worldwide, and now, we are on the lookout for long-term and meaningful business partnerships with key decision-makers in retail stores and hyperlocal platforms across India. 🤝 Why choose us for a partnership? 🌟 We are on a mission for rapid growth pan India, and we are eager to collaborate with visionary minds to make this journey even more remarkable. Our success story has been featured on IndiaTimes, and with the backing of Walmart, we are poised for unprecedented growth. 📈 Did I mention our global presence? Danodia Foods is not just making waves in India; we are spreading our culinary delights in the USA, UK, Canada, and UAE. Let's not just talk about business; let's talk about a partnership that fuels growth and innovation. If you're a purchase manager or a key player in the retail industry, let's connect and explore the incredible opportunities that await. Your shelves deserve the best, and Danodia Foods is here to deliver! Drop me a message, and let's explore the endless possibilities together. https://lnkd.in/dxMcFFYy Blinkit Swiggy Spencer's Retail Future Retail Ltd., Mumbai More Retail Private Limited SPAR India (Max Hypermarket India Pvt Limited) 24SEVENIN Reliance Retail #DanodiaFoods #PartnershipOpportunity #FMCG #BusinessGrowth #retail #ecommerce #hyperlocal #business #d2c #partnership #growth #valuation