Hotline: 1800 102 2007
X
Search Business Opportunities
Apr, 19 2017

​MTR to launch a range of ready-to-eat popular Indian breakfast items

MTR, the Bengaluru-based maker of instant mixes, masalas and ready-to-eats, is all set to launch a range of popular Indian breakfast items that require simply pouring hot water into it and keeping it covered for three minutes and then it is ready to eat.

Most Indians at a breakfast buffet choose desi food, says MTR CEO Sanjay Sharma. He says that preference is also in college canteens and train stations.

MTR, the Bengaluru-based maker of instant mixes, masalas and ready-to-eats, is all set to launch a range of popular Indian breakfast items that require simply pouring hot water into it and keeping it covered for three minutes and then it is ready to eat.

Sharma says the company gave a diktat to its R&D team that three minutes should be the absolute upper limit. And he's staking his reputation on the products not requiring any more waiting time than that. It's important because there are already items like upma, poha and pongal in the market that can be prepared similarly, but which take eight minutes -from companies like Triguni Food (Eze Eats brand), Suhana, and MTR itself. Sharma believes the five minute difference is huge, and will enable him to challenge Kellogg's and Quaker Oats, and get those who skip breakfast to not do so.

Sharma said, "There are three important parameters in breakfast items -taste, convenience and health. On the health aspect, Indian items are seen to be at least as good as Kellogg's, Quaker and muesli. In taste, Indian items clearly beat the other options. But in convenience, Indian items suffer as they are seen to be cumbersome to make, in some cases you also need chutney and sambar. This is what we are addressing now with the three-minute products."

Sharma added, "Earlier, there was the feeling that anything that is instant is not tasty. That has changed."

Sharma believes the new breakfast items will become the face of the company over the next five years. MTR's rava idli mix is already a very popular breakfast item, but takes time to make.

Sharma said, "Breakfast products constitute 10-12% of our business now, but it will become the largest."

Comment
Related opportunities
  • Catering
    About Us: Established in 1989, Lajawab Culinary Art is a premium..
    Locations looking for expansion Delhi
    Establishment year 1989
    Franchising Launch Date 2018
    Investment size Rs. 1 Cr. - 2 Cr
    Space required 6000
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater New delhi Delhi
  • Tea and Coffee Chain
    Stark Bistro is an effervescent & lively cafe with a..
    Locations looking for expansion Orissa
    Establishment year 2016
    Franchising Launch Date 2016
    Investment size Rs. 5lac - 10lac
    Space required 100
    Franchise Outlets -NA-
    Franchise Type Unit, Multiunit
    Headquater Bhubaneswar Orissa
  • Others Entertainment & Leisure
    About Us: The 3D Studios aims to bring one such unique..
    Locations looking for expansion Andhra pradesh
    Establishment year 2018
    Franchising Launch Date 2018
    Investment size Rs. 30lac - 50lac
    Space required 100
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Shaikpet Andhra pradesh
  • Others Food Service
    About Us: With renowned success of Above & Beyond and Patch..
    Locations looking for expansion Maharashtra
    Establishment year 2016
    Franchising Launch Date 2018
    Investment size Rs. 10lac - 20lac
    Space required 150
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Mumbai Maharashtra
Insta-Subscribe to
The Franchising World
Magazine
For hassle free instant subscription, just give your number and email id and our customer care agent will get in touch with you
OR Click here to Subscribe Online
Daily Updates
Submit your email address to receive the latest updates on news & host of opportunities