Mother’s Recipe eyes to double the growth from its Food Service division
Mother’s Recipe, one of India’s leading Indian food brands is focusing on expanding its food service division (HORECA) nationally and plans to double the growth in the current fiscal.
In the Food Service division, the company has products under its flagship brand , Mothers Recipe Food Service – Indian gravies, pickles, spices, papads, condiments, ginger garlic pastes etc, Elmac – Kasundi, Range of Chinese sauces, lemon juice & Jams, fruit pulp , Dabee & Spread-on – range of eggless Mayonnaise. This range of products are tailor made for the HORECA segment with pack sizes ranging from 100g to 10kg.
Currently, the company has operations across prominent markets like Mumbai, Pune, Ahmedabad, Delhi NCR, Kolkata, Guwahati, Bubhaneshwar, Hyderabad, Chennai and Bangalore with their own distribution network and sales team. The company caters to various segments of food service like Star hotels, Restaurants & Caterers, Fine dining to QSRs as well as Railways & Airlines.
Speaking on the food service segment Sanjana Desai, Chief Strategy officer, Mother’s Recipe said, “The India foodservice sector has witnessed a rapid growth in the past decade. This growth can be attributed to the increased number of nuclear families, changing demographics, increased disposable income, rapid urbanization, and growth of online services. According to recent reports, the India foodservice market is currently pegged at Rs.5 lac crore and is estimated to grow at a rate of 12% during the forecast period 2018 – 2023. As a brand we have been focusing on building the appropriate infrastructure to ensure timely delivery and consistency in taste & a superior quality of products which are essential for this segment. Our Products offer solutions for Food service – great tasting products that save time, costs & ensure consistency in the end-offerings. We also innovate products together with our clients to meet their requirements.”
Desai Brothers Ltd have four major manufacturing facilities in Pune- Maharashtra, Bharoda- Gujarat, Kolkata- West Bengal and Jabalpur- Madhya Pradesh which gives the company the leverage to manufacture quality and cost-efficient products and ensure timely delivery to the end consumer.
Commenting on the company’s growth Sanjana Desai, Chief Strategy officer, Mother’s Recipe said, “In the last five years, we have been aggressively focusing on investing in product development and distribution infrastructure. Currently, we reach out to close to 4000 key accounts and plans to increase the numbers to more than 8000 accounts in markets which are operational. Currently the food service division contributes only around 5-6% of our overall India business, however, we have witnessed a rapid 50% growth in FY 18-19. Going forward we plan to double our business in FY 19-20 and in the next five years we are targeting to contribute to over 20% of our overall Indian business”
The current company scenario:
Sanjana Desai, Chief Strategy Officer, Mother’s Recipe, said, “The FMCG market is ever-evolving, and consumers are always looking for something new and exciting. The Indian FMCG market has been growing steadily at 25% per annum. Even the pickles, where Mother’s Recipe are market leaders have been growing at 10.7% CAGR and RTE/RTC categories at 17% CAGR. With a market that is cluttered with multiple players, Mother’s Recipe as a brand has continued to stand out due to its trusted range of products, and constant focus on reinvention, to meet consumer demands”
Future plans:
With the renewed focus on growing categories like Condiment Pastes, Ready To Cook, instant mixes and other verticals the company predicts an impressive growth of 22% year on year. On the exports front, the company plans to expand its current global footprint to newer markets in Europe & Africa. Currently, Mother’s Recipe exports to 42 countries with exports contributing to 40% overall revenue.
