Launched in April 2017, this range has brought the company revenue of Rs 25 crore in the last fiscal.
Bengaluru-based MTR is planning to make a big move by expanding its '3 minute' breakfast range.
Sanjay Sharma, CEO at MTR Foods Pvt Ltd, said, "As a company, we are looking at ideas that assure revenue upwards of Rs 10 crore and have given up on spree that saw 44 innovations in 12-18 months prior to April 2017 fetching revenue upwards of Rs 1 crore."
Launched in April 2017, this range has brought the company revenue of Rs 25 crore in the last fiscal. In its '3 minute' breakfast range, the company had launched six products, which includes masala upma, masala oats, kesari halwa, khatta meeta poha, vegetable upma, in cup and pouch variants.
Sanjay said, "We are trying out newer rice based products with our R&D teams and chefs and striving hard to fine tune the same so that it fits well with our 3 Minute Breakfast trademark."
"With even our closest rivals not able to replicate this and have rather generously been appreciative of our efforts in this regard, the whole effort is to quicken the R&D cycle and add to the product range when we are ready," he further added.