Mother’s Recipe launches instant Poha mix

Mother’s Recipe, a leading household name in the ethnic food category, has widened their instant mix category with the nationwide launch of Poha, on the go! This new offering will be available in two variants: Regular Poha and No onion No garlic Poha. Packed in an easy to carry container with lid, where one has to add hot water and it is ready to eat in four minutes. The pack also contains a disposable spoon which makes it an even easier snacking option on the go.

Sharing her thoughts, Sanjana Desai, Head of Business Development, Desai Brothers Ltd – Food Division (Mother’s Recipe), said, “As per the recently published report of Bonafide Research India Ready-To-Mix Market Outlook-2021, the ready-to-mix market was growing with a CAGR of 13.22% in the last five years and is expected to double by 2021. This growth can be attributed to the changing lifestyle of our time deficient consumers, coupled with rising number of nuclear families in young India and men and women both shouldering multiple roles. Keeping this in mind, a thoughtfully designed product ticks all the boxes of convenience, nutrition and taste.”  

Commenting on the consumer behaviour and product packaging in food category, Sanjana further added “We believe the demands of the FMCG segment are evolving every-day and consumers are seeking authentic, convenient and better packaged products. As a result, we need to continuously innovate in line with the growing consumer expectations while providing our customers with the finest quality & tastier products. Innovative packaging is also an integral part of our product development across all categories. Our recently introduced Mom style Poha on the go pack is in line with our aim to liberate our consumers, help them save time while maintaining the taste of mom’s style food”

According to 'Mother's Recipe', the brand has witnessed exponential growth, CAGR of over 25% and has a strong presence across India and the global arena especially in the Middle East, Australia, UK, Europe, US, Canada and Africa, and is exported to more than 40 countries in the world. The Mother’s Recipe brand with a robust distribution network across the country caters to diverse formats ranging from mom & pop stores, modern trade outlets, multi-functional outlets, e-commerce, Defense and to Hotel Restaurants & Cafes (HORECA) / Food Service outlets. With the acquisition of Kolkata based ELMAC brand and company’s foray into the online space recently, it is eyeing a growth of 25% in the current financial year.