Mother's Recipe launches an exclusive online store

With the fast growing e-commerce space and the increasing shift of grocery shopping to the e-platform, Mother's Recipe (A part of Desai Brother's Ltd. - food division) launched their e-store - http://shop.mothersrecipe.com/. The website will enable customers to choose and shop from the entire product range of Mother's Recipe across categories including Pickle, Papad, Paste, Ready to Cook spice gravy mixes, Ready to Eat Meals, Chutneys & Instant Mixes.
 
Sharing his thoughts behind this strategic move, Sanjay Desai, Executive Director, Desai Brothers Ltd said, "We wanted to provide our consumer with easy access to our entire product range and with the growing acceptance of e-commerce platform to shop for daily needs, entering into this space was indeed the natural progression for our existing business. The new digital platform will offer our customers an enhanced buying experience, that combines the speed and convenience of e-commerce transactions with the trust and reliability of the Mother's Recipe brand. From the company's perspective this venture will enable us to reach a wider segment of consumers.”
 
One of the key aspects of the portal is that it will allow consumers access to Mother's Recipe's basket of  region specific products from all over India.

Products will be available in spill proof, easy to carry pouches ensuring ease in transportation and delivery. The company which will use a centralised warehouse in Pune will deliver the ordered products via FedEx courier within 5-7 working days.
 
"On the online space, we are currently selling our products through 18 E-Grocers such as Big Basket, Grofers, Amazon¬¬.in, Aaramshop, Farm2kitchen, MyGrahak, Callandorder, FreshnDaily etc., and have witnessed substantial growth. We see our foray into the online space as another important way to connect with our customers. This development will indeed help the company create a new engagement channel with brand loyalists and at the same time will be an attractive choice for new customers who are yet to experience the brand.” Desai added.
With the recent acquisition of Kolkata based ELMAC brand and company's foray into the online space, it is eyeing a growth of 30% in the current financial year against a turnover of over INR 200 crore in 2014-15.