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MTR FOODS Ltd History & Details
- 1. THE STORY OF A LEGENDARY BRAND Presenting by Pranoy Acharya Abhilash Gupta Hari Krishna Chaitra Nirmal Siddharth
- 2. History of MTR Foods Ltd • MTR – Mavalli Tiffin Room, a small restaurant serving Udipi cuisine • It was started by Parampalli Yajnanarayana Maiya and Ganappayya Maiya in 1924 • They moved to a larger space in 1936. • Invention of Rava idli • In 1995, they entered into Spices and Masala Category. • Honesty in maintaining the Quality to bring the taste of our own kitchen • In 1996, Fully automatic vermicelli plant has commissioned • In the last 5 years, they innovated nearly 44 Products • MTR makes an international entry into China, Japan and Hong Kong in 2006.
- 5. Frozen Foods Vada with sambar and chutney Idly with Sambar and chutney Mysore masala dosa Pickels Lime pickle Mango Sliced Pickle Tomato pickle Red chilli pickle Sweets Gulab jamun rasagolla Masala Pastes Biriyani paste Lemon rice paste Pulliogare paste Marketing Mix PRODUCT
- 6. Meal Mix Sambar mix Rasam mix Pure spices Haldi powder Chiilli Powder Jeera Powder Vermicelli Seviyan Vermicelli Beetroot vermicelli Carrot vermicelli Ready to Cook Dal Makhani Chana masala Veg kadhal
- 7. PRICE • Estimated as 700cr company with CAGR of 18% • Exports account for 20% & 60% of total revenue is from south India • Adopted marketing penetration pricing policy • Launched web portal to cut down distribution costs • Implemented promotional policies and offer incentives PLACE • Prime focus in South India • Pan india • It has a export market in 23 countries including USA, Canada, Australia, Middle east and so on • Opened fast food Restaurants on franchising concept in Major cities.
- 8. PROMOTION • Pursued an aggressive and intensive marketing strategy at different levels • Launched several ad campaigns via TV, magazines, news paper & social media • Collaborated with Jiggs Kalra, celebrity chef to increase brand visibility • First company to receive award for technology absorption by prime minister
- 9. STP • Segmentation • Geographic Segmentation • Region: Urban/ Semi Urban • Target Markets • Health Conscious • Price Conscious • Busy and young • Choosy and Old • Positioning • Authentic Indian Food • Innovation • Taste of Home, Away from home
- 10. Orkla’s acquisition of MTR • Orkla is one of Norway’s oldest business conglomerate's • Leading producer of branded consumer goods • Acquired MTR for Rs.364 crores in 2007 because of its strong local heritage and dominant market position • Orkla believes in strong brands and powerful innovations • After the takeover MTR invested 100 crore for the upgradation of infrastructure, IT, factories and other resources • In 2011 MTR acquired Rasoi Magic, specialist in ready-to-cook meal mixes
- 11. MTR Foods Ltd. • Estimated annual revenue USD 89 Million. • 357 Employees • Investment in ‘TIMIOS’ worth USD 7.5 Million as on May 06, 2018. • Targeting to blast in with ‘ 3 Minute Breakfast’ segment globally. • Trying for a license in single brand retail.
- 12. Milestones • 1924 – Started as small restaurant in Bangalore • 1939 – Invented rava idli by substituting rice with semolina • 1976 – Entry into packaged food category • 1995 – Entry into spices and masala category • 2000 – Moved from reginal to national with 35 new RTE mixes • 2002 – Quality certification with ISO 9002 and HACCP • 2007 – Bought over by Orkla • 2011 – Acquired Rasoi Magic
- 13. Major Competitors Breakfast/ dessert mix Maiyas ITC- Aashirvaad Ready to eat meals Maiyas Masalas & Spices Maiyas ITC Snacks & Beverages Haldirams Bikano
- 14. CSR Activities • Their motto is “Eradicate the Hunger” • Promotion of Education
- 15. THANK YOU EAT HEALTHY, BE HEALTHY
- 16. • https://youtu.be/NEal64YLTlE (BREAKFAST MIXES) • https://youtu.be/by53a9JV9P8 (3 MIN BREAKFAST) • https://youtu.be/EMx-DMXco_E ( HEALTHY BREAKFAST)