Foods brand Mother's Recipe just introduced a range of chutneys in a range of flavours like Delhi Chaat Chutney, Bhelpuri Chutney, Red Chilli Garlic Chutney, Samosa Chutney and Tamarind Date Chutney. The brand has trained its attention on the younger, millennial consumer base by introducing a 200 gram spout pack that takes care of the convenience side of things.
Speaking about the latest launch from the brand, Sanjana Desai, Executive Director, Mother’s Recipe – Desai Foods Pvt Ltd said, “Chutneys, sauces and pastes as a category in India have witnessed consistent growth over the past few years. According to the report by World Food India, this category has maintained the momentum with double-digit growth during the period 2016-21. This growth can be attributed to employee affluence and growing millennial customers along with a rise in working women's population. The demands of the FMCG segment are evolving everyday and consumers are seeking convenience, hygiene, authenticity 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, go ahead and try one chutney.”
Speaking about plans to promote the new line, Desai added that digital marketing is the clear way forward especially since social media is preferred way for consumers to connect with their friends and discover content. Additionally, since millennials are a target consumer base, she further adds, “We are targetting millennials as our primary target audience. A recent study suggests that two-thirds of consumers in India are more likely to make an unplanned purchase from a brand, if they see a digital content that is personalized towards them and especially for those between the age group of 23 to 49 years. Keeping in mind our target audience’s media consumption patterns and our product category’s attributes, we are currently focussing our strategies around Digital Marketing.”
The company also has an extensive product sampling plan for modern retail chain and at standalone outlets in general trade. The company is also in the process of association with few multiplexes in due course. Desai adds, “In order to enhance campaign visibility and build awareness around the product utility, we plan to collaborate with popular chefs who will be creating quirky recipe videos using the prodcuts. This will be aggressively promoted on various social platforms.”
The products are available in all hypermarkets, exclusive Mother’s Recipe outlets and local retail stores across Delhi-NCR, Bangalore, Mumbai, Pune, Ahmedabad and on e-commerce portals like Bigbasket.