April 07, 2017
Kashish Singh

Mother’s Recipe offers cooking paste in containers

Innovation in a tub pack

Product packaging in FMCG sector has undergone a significant change in the last decade with consumer convenience and satisfaction being the main driving force. In line with this, Mother’s Recipe, a leading FMCG brand, has launched their Ginger Garlic Paste in tub pack, becoming the first brand in its space to offer cooking paste in container packaging.

Innovation in a tub pack

The new tub pack of Ginger & Garlic paste with in-mold labelling

Convenience features such as easy opening, re-closability, portability and one-handed use continue to drive food packaging innovation for a range of processed foods. Speaking about the new launch, Sanjana Desai, head – business development, Mother’s Recipe and ELMAC brand said, “A fundamental principle for modern product packaging is that the easier it is to use a product, the more likely it will be accepted by consumers. The demands of the FMCG segment are evolving each day and consumers are seeking convenience and better-packaged products. As a result, we need to innovate in line with the growing consumer expectations continuously. Our new Ginger Garlic Paste Tub is in line with our aim to liberate our customers, help them save time and provide convenience while maintaining traditional taste.”

The tub pack sports a premium look and uses food-grade plastic as a container with in-mold labelling. Retaining the freshness of the product, it is induction-sealed. The demand for convenient and innovative packaging has become integral for any new product launch. Currently, ginger-garlic pastes are available in spout, pillow and standee pouches, glass bottles, plastic bottles and tube packaging. “We have always given utmost priority to user satisfaction and product quality while developing new products. The spout packs had added some convenience in the category. However, retaining the authentic taste of the paste and reducing wastage was a major challenge. The new product packaging addresses these issues providing authentic taste without using any preservatives (no sodium benzoate - chemical preservative) and a consumer can scoop the exact amount required with a spoon,” Desai added.   

Mother’s Recipe Ginger & Garlic paste - Old packaging

An essential ingredient in Indian cuisines, the cooking paste market is estimated at Rs 150 crore and is growing at 30%. Mother’s Recipe products are considered a leading name in this space and the market shares vary from 25% to 40%. In the cooking paste segment, company commands a market share of 18% based on Euromonitor estimates. With the launch of this new packaging, the company expects to grow the market share to at least 22% in the first six months. Currently, the product is available in 300 gm tubs across all hypermarkets, local stores, e-stores, e-grocery platforms and Mother’s Recipe exclusive outlets in India.

Recent studies also show that packaging plays almost three times a bigger role in influencing customer satisfaction and repeat purchases in developing markets such as India compared to the US and Japan. While 71% consumers in India say that packaging is important to their overall product satisfaction, 24% consumers in the US feel the same way.

The food processing industry, growing at a CAGR of 25%, has an enormous potential, especially in the convenience food category. An average Indian household’s income is set to increase three times in this decade, and the potential for packaged food is expected to grow as income rises. Urbanization has seen a big switch from unbranded to branded products, which also aids the growth of the packaged food sector. The working population is steadily increasing with 63.5 mn new entrants between 2011 and 2016. “The growing preference for double income and no kids’ households helps us provide traditional food to time-challenged women without compromising on the love that they pour into making food for their family,” said Desai.

Desai Brothers Limited, which diversified into food business in 2002 under the brand name ‘Mother’s Recipe,’ has witnessed exponential growth, a CAGR of over 25% and has a strong presence across India and the global arena, particularly in the Middle East, Australia, UK, Europe, US, Canada and Africa. It is considered one of the largest providers of traditional and authentic Indian taste. The company exports to more than 40 countries in the world. The current product portfolio of Desai Brothers in India consists of pickles, condiments, pastes, blended spices, ethnic chutneys, papad, ready-to-cook spice mixes and instant mixes.

Currently, they are looking to expand their Hotel Restaurants and Cafes (HORECA)/Food Service vertical. With their recent foray into the online space and acquisition of Kolkata-based ELMAC brand, Desai Brothers is expecting a growth of at least 30% in the current financial year.