Professional Documents
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ISSN: 2319-4421
ABSTRACT
India has made lot of progress in agriculture & food
sectors since independence in terms of growth in output,
yields and processing. India is the largest producer of
milk, fruits, cashew nuts, coconuts and tea in the world,
the second largest producer of wheat, vegetables, sugar
and fish and the third largest producer of tobacco and
rice. With the availability of "Retort Technology"
developed by Defence Food Research Laboratory
(DRFL); food processing sector like Ready to Eat ( RTE )
and Ready to Cook ( RTC ) food segment has emerged as
one of the fastest growing sectors in the Indian economy.
The market is worth INR 800 mn in 2010 and shows huge
potential for growth by tapping a larger consumer base.
The changing urban lifestyle of the Indian middle class ,
increasing prevalence of double income nuclear family
structure, rising disposable income, increasingly larger
number of globe-trotting Indians with an experimentative
palate are all favourable demographic factors spurring
the adoption of RTE and RTC foods in India.
The total processed foods market size this year is Rs1500
crore, out of which Ready to Cook foods capture Rs 1275
crore and Ready to Eat capture Rs.225 crore this year and
a expected growth rate of 25 30% over next 5 years
shows huge potential for growth by tapping a larger
consumer base. Under Ready to Cook product, Instant
noodles is leading with Rs1000 crore followed by Soups
Rs. 200 crore , Pasta Rs.50 crore and others Rs.25 crore.
According to Tata Strategic Management Group, the RTE
market is expected to grow to Rs 2900 crore by 2015.
In the RTE and RTC segments, the competitive landscape is
largely dominated by 4-5 players, namely MTR, ITC,
Bambino, Priya and Kohinoor Foods. MTR is amongst the
top five processed food manufacturers in India having a
turnover of US$ 261 million with the export market
accounting for approximately 10 per cent of MTRs total
sales. This paper tries to analyse the marketing strategy
adopted by MTR and opportunities available in the Indian
market and the major challenges that needs to be overcome
to remain in the market.
Keywords
Ready to Eat, Processed food, Retort Technology, MTR
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MTR
Kohinoor Foods
ITC
Haldiram
Tasty Bites
Priya
INTRODUCTION OF MTR
MTR Foods Private Limited flagship brand MTR is
amongst the top five processed food manufacturers in
India having turnover is estimated at US$ 261 million with
the export market accounting for approximately 10 per
cent of MTRs total sales. MTR, proud for its rich
heritage, tradition of food and hospitality began in 1924
with the establishment of the MTR by the Maiya family in
Bangalore. The restaurant is a city landmark today and
people still stand in queue to savour its unique, completely
authentic dishes. Then in 1975 Maiyas diversified in to
business of convenience foods and instant mixes. As
business expanded modernization and state of art facilities
including dedicated Lab and printing and packaging
facilities were added. MTR is an ISO 9002 and HACCP
certified company which stresses that its products are 100
percent vegetarian and contain absolutely no preservatives.
The company was recently acquired by Orkla, a Norwaybased company for US$ 80 Million. After establishing
itself in the south, MTR is developing its brand in the west
and north Indian markets in line with the rapid expansion
of its product line. MTR's wide range of processed foods is
synonymous with quality, taste and convenience. MTR
manufacture, market and export a wide range of packaged
foods to global markets that include USA, UK, Australia,
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TYPES OF
PROCESSED
OFFERED BY MTR
FOODS
Rajma Chawal
Rasam Rice
Jeera Rice
Tomato Rice
Masala Rice
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Soups
Its range of soups is heartwarming, healthy and 100%
natural. Carefully picked ingredients are made into a soup
concentrate. This is packed through a special process that
ensures the soup retains its mouthwatering aroma and
natural flavour. The available verities are:
Babycorn & Spring Onion
Mixed Vegetable
Mulligatawny
Spicy Tomato
Simply Tomato
Spinach & Carrot
Ready To Eat
Ready to Eat dishes are an amazing combination of
convenience, taste and variety. They're 100% natural and
have absolutely no preservatives. Its range currently
comprises twenty two delicious and completely authentic
Indian curries, gravies and rice. They have successfully
adapted technology from the Defense Food Research
Laboratory, Mysore to make sure each dish has that "justcooked" freshness. The various traditional South and
North Indian dished are :
South Indian : Avial , Kesari Bhath , Khara Bhath ,
Pineapple Ss Curry
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Masala Upma
Rava Dosa
Rice Idli
Upma & Vada
Ice Creams
MTR Ice Creams are known for their delicious creamy
taste, innovative flavours and value-for-money prices.
Available at kiosks, stores and Namma MTRs, they are a
long-standing favourite with all age-groups
Aamras
Chocolate Drink
Harbal Drink
Badam Drink
Health Drink
Thandai
Vermicelli
MTR vermicelli is made with a special process that
ensures it is non sticky and does not form lumps. Choose
from short cut, long cut or roasted vermicelli. one can use
MTR vermicelli in so many marvelous ways. Make
creamy sweet kheer, savoury upma or toss it with boiled
vegetables for a wholesome pulao.
Frozen Foods
A wide range of frozen foods offers stand alone dishes and
delicious combos. Because they are processed and packed
with cutting-edge technology, these convenient foods
retain all their nutritive value and taste.
Paneer
Samosa
Rice Idli
Alu Paratha
Plain Paratha
Methi Muttar Paratha
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SUGGESTIONS
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CONCLUSION
There is a rise in the demand for foods based of
traditional Indian and International recipes across
different states in India and abroad, manufactures need
to introduce great verities in their menus. There is a need
to expanding their reach in small metro and cities to
increase their sell to reduce the cost. Thus, looking at the
opportunities and challenges, which markets offer to the
manufacturers of Ready to Eat & Ready to Cook sector,
it can be said that the future is very promising for those
who can understand the dynamics of the markets and
make use of them to their best advantage.
BIBLIOGRAPHY
[1] http://www.hindu.com/2007/10/24/stories/20071024
54651900.htm
[2] http://www.mtrfoods.com
[3] http://www.garamchai.com/ReadyToEat.htm
[4] Rahman Tazyn ( 2012 ), INDIAN EHTHNIC
RTE - A REVOLUTION FOR THE INDIAN
PROCESSED FOOD INDUSTRY.
[5] http://www.bharatbook.com/market-researchreports/food-market-research-report/ready-to-eatmarket-in-india-2010.html
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