Mother's Recipe strengthens instant mix category with launch of 'Instant Upma'

Breakfast is regarded to be a significant meal because it breaks the period of overnight fasting, replenishes your glucose supply and offers other essential nutrients to maintain your energy levels up all day long. Keeping in mind the significance of breakfast, 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 seasoned for your convenience with mother’s magical touch. Consumers just need to add hot water and it is ready to eat in five minutes.

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 of 15.7% and reach a valuation of US$ 284.4 Mn by 2020.”

“The key factors driving instant food are 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. As a result, we continuously innovate in line with the growing consumer expectations while providing our customers with the finest quality & tastier products,” Desai further added.

Mother’s Recipe’s Upma pack is available in 73gm Cup Upma and 170 gm pillow pouch across all hypermarkets, local stores, exclusive brand outlets and Mother’s Recipe e-store in major & mini metro cities. Cup Upma is competitively priced at Rs 50 and pillow pouch at Rs 35, the instant mix Upma has a shelf life of nine months.

The Current Scenario of Mother’s Recipe

Mother’s Recipe was founded in 2001 by Desai Brother’s 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, & Mango Pulp.

Desai said, “The FMCG market is ever-evolving, and consumers are always looking for something new and exciting. The Indian FMCG market has been growing steadily at 25% per annum. Even the pickles, where Mother’s Recipe are market leaders have been growing at 10.7% CAGR and RTE/RTC categories at 17% CAGR. 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.”

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% year on year.

On the exports front, the company plans to expand its current global footprint to newer markets like Europe & Africa.

Currently, Mother’s Recipe exports to 42 countries with exports contributing to 40% overall revenue. Apart from this, the company is aggressive looking at expanding its HORECA and food services solution business verticals.