Marketing mantras: How MTR transcended geographies with the humble Idli

Every year on March 30th, food lovers across the world come together to celebrate World Idli Day, an occasion dedicated to one of India’s most cherished breakfast staples—the humble yet versatile idli. This soft, steamed delight has been a cornerstone of South Indian cuisine for centuries, loved for its simplicity, nutrition, and comforting taste.

The tradition of World Idli Day was initiated in 2015 by Chennai-based caterer M  Eniyavan, who recognized the universal love for idlis and sought to commemorate it with a special day. His passion for idlis led him to create a 44 kg idli, marking the inaugural celebration. Since then, the day has grown in significance, celebrating the cultural and culinary importance of idlis across the globe.

When it comes to idlis, MTR Foods has played a pioneering role in popularizing this dish beyond its traditional roots. Founded in 1924, MTR is credited with the invention of Rava Idli, a timeless innovation born out of necessity during food shortages in the 1940s. Today, MTR continues to be a household name, blending heritage with modern convenience to keep South Indian flavours alive.

On the occasion of World Idli Day 2025, Adgully spoke with Prerna Tiku, Chief Marketing Officer, MTR Foods, to discuss the brand’s legacy, its commitment to innovation, and how MTR is shaping the future of idlis in India and beyond.

MTR is credited with inventing Rava Idli, a dish that has stood the test of time. How does MTR position itself as the go-to brand for idlis in a competitive market, and what role does brand heritage play in your marketing strategy?

At MTR, our century-long legacy as a trusted culinary brand resonates deeply with consumers who value authentic and flavourful food experiences. Rava Idli exemplifies how we embrace innovation while staying rooted. Our expertise in South Indian breakfast flavours have firmly established us as the go-to brand for idlis not just in India but across the world.

For over 100 years, we have been an integral part of Karnataka’s rich culinary journey, and we take immense pride in our South Indian roots, which forms the foundation of our brand’s identity. This legacy is built on a deep understanding of the region’s cuisine, its authentic flavours, and innovation. These pillars continue to guide us as we deliver these authentic flavours to consumers everywhere.

Consumer preferences are constantly evolving. How does MTR use market research and consumer insights to drive innovation in the idli category, from new flavours to convenient formats?

Our Centre of Excellence drives continuous R&D to curate recipes that cater to evolving consumer preferences. We connect with a lot of home chefs to draw on deep insights into regional tastes and culinary nuances to create products that resonate with diverse palates.

We really want to celebrate the versatility of this humble dish – Idli. We have innovated on multiple levels, by introducing not just new ingredients but also new flavours like Schezwan Idli and Gourmet Butter Idli. And we haven’t stopped at that, we have also added accompaniments to enhance the overall culinary experience for consumers.

Recognizing the modern consumer’s demand for convenience, we’ve also evolved the formats of our offerings. From idli mixes to ready-to-use chilled batters, we’ve made it effortless for consumers to enjoy authentic dishes without the long preparation process. Every innovation is deeply rooted in consumer insights. Our commitment to innovation ensures we stay relevant to modern consumers without compromising on the authenticity they trust us for.

MTR has been actively leveraging influencer marketing to engage consumers. Could you share how this strategy has impacted brand visibility and consumer adoption? How do you measure the success of such campaigns?

Influencer marketing has been instrumental for us to connect with today’s digital-first audience. With the increasing digital penetration, influencers bring credibility and help us engage meaningfully with diverse consumer cohorts in the digital universe. We actively collaborate with over 800 influencers who resonate with various segments of our audience. We engage these influencers through unique activities and events, such as the recently held MTR Idli Carnival for World Idli Day. These one-of-its-kind influencer events are designed to authentically immerse influencers in the brand experience, enabling them to create content that is both engaging and relatable.

By collaborating with food creators, home chefs, and lifestyle influencers, we bring alive the versatility of our products through real, everyday cooking experiences. These partnerships have been instrumental in driving awareness and encouraging trials, particularly among newer and younger consumers.

We measure the success of such initiatives through key metrics such as reach, engagement, sentiment, and their impact on product adoption. Beyond the numbers, the quality of conversations and the positive association built around the brand remain critical in strengthening consumer trust.

With the rise of digital marketing, how is MTR integrating e-commerce, social media, and digital storytelling to connect with a wider audience and drive sales in the idli category?

At MTR, we embrace an integrated digital marketing strategy that ensures a seamless journey for consumers, from awareness to consideration and ultimately to purchase. Quick commerce and ecommerce play a significant role, constituting around 50% in some of our categories. We actively collaborate with quick commerce and e-commerce partners to launch campaigns tailored to emerging consumer trends. Additionally, our dedicated D2C website ensures that consumers across the country have easy access to our products.

Our social media strategy spans key platforms like Meta and YouTube, leveraging strong regional insights to craft content that resonates with diverse audiences. This approach allows us not only to narrate our brand story but also to engage with consumers in a language that truly connects with them.

Idlis are a staple in South India but are gaining popularity nationwide and even globally. What marketing strategies is MTR implementing to expand its reach beyond its core consumer base and tap into new demographics?

South Indian breakfast is not just popular in south of India but across the country and globally. In fact, idlis made using MTR products are loved and enjoyed across the world, underscoring the appeal of this iconic dish. It continues to be a key lever of market penetration for us.
Building on this widespread popularity, we’ve introduced innovative flavours like Schezwan Idli and Gourmet Butter Idli to attract new demographics. These offerings are designed for select consumer segments, broadening the appeal of idlis to both traditionalists and experimental eaters alike.
Additionally, leveraging digital platforms and influencer collaborations helps us tell relatable stories that resonate with consumers. MTR Cuisine centre of excellence led MTR Idli carnival which showcased the versatility of Idli through fusion recipes that can easily be prepared at home, encouraging consumers to experiment with familiar favourites. Through these initiatives, we aim to broaden our consumer base and establish idlis as a beloved dish.

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