We celebrate our roots while embracing change: Prerna Tiku on MTR Foods’ legacy

MTR Foods is celebrating a remarkable 100 years in the food industry this year. Embracing the tagline “100-year-young”, the brand seamlessly combines time-honoured wisdom with relentless innovation to remain relevant in today’s dynamic market. MTR’s deep passion for understanding local cuisines has driven its growth, enabling strong connections with diverse consumer segments.

The story of MTR began in 1924, when Yagnanarayana Maiya founded the Mavalli Tiffin Room in Bangalore. Over the decades, the brand has expanded beyond Karnataka, establishing a presence in Tamil Nadu and Andhra Pradesh since 1984. By bringing cherished family recipes to life and making authentic Indian cuisine accessible for Gen Z through hyper-convenient options, MTR celebrates its love for Indian food.

Recently, at World Food India 2024 in Delhi, Adgully had an insightful conversation with Prerna Tiku, Chief Marketing Officer, MTR Foods, where she shared the guiding principles that have helped this legacy brand sustain its market value over the years and discussed how MTR fulfills its promise of being suitable for all meal occasions. She also elaborates on how MTR continues to navigate the delicate balance between tradition and modernity.

MTR has an impressive 100-year legacy. How do you balance maintaining the brand’s heritage while also evolving to meet the needs of modern consumers?

We like to refer to ourselves as “hundred years young”, and there’s a reason for that. While we deeply value our traditions and the heritage of Karnataka cuisine, innovation is equally at the core of our identity. Over the years, we’ve evolved by listening to our consumers and adapting to their changing needs. For instance, we proudly represent our local cuisine with a diverse range of products while also catering to urban consumers who prioritize convenience. Our offerings, from traditional masalas to ready-to-eat meals, reflect this balance. We continuously update ourselves to stay relevant and meet the expectations of millennials and Gen Z, who often find cooking time-consuming.

With the festive season approaching, what are your marketing strategies, especially for this time of year?

At MTR, we pride ourselves on being national leaders in the Gulab Jamun mix category, firmly establishing ourselves in the sweet mixes market. Recently, we’ve expanded our offerings to include a delightful range of ready-to-eat sweets, which we’re excited to launch now.

While we have always been present in the sweets segment with our beloved Gulab Jamun, Rasgulla, and other mixes, this recent expansion into ready-to-eat sweets has opened up exciting opportunities. The products are designed not only for family consumption, but also for gifting, tapping into those special occasions that call for something sweet, especially Diwali.

In addition, we’re thrilled to introduce our innovative Mithai Minis. These are bite-sized sweets packaged in hygienic, individual servings, addressing a common concern with loose sweets sold in kirana stores. We launched these in Bangalore, and we’re optimistic about their potential. Our vision is to shift consumer preferences from loose sweets to packaged options, especially during festive occasions in cities like Delhi. We’ve been observing the market closely, and while we don’t have immediate plans to expand to Delhi just yet, we believe there’s a significant opportunity to grow.

As we approach the Diwali season, we have introduced classic sweets like Mysore Pak, Bombay Halwa, Besan Ladoo, and Coconut Barfi, etc. MTR has a longstanding reputation for excellence in traditional Indian food, and we’re committed to continuing this legacy by bringing new, hygienic, and delicious options to our consumers.

Your team recently set the world record for the largest dosa and organized a Karnataka food festival. What inspired these initiatives, and how do they align with MTR’s overall marketing strategy?

These are two separate initiatives, but both showcase our commitment to our heritage. The world record for the longest dosa, measuring 123 feet, was a celebration of our South Indian roots, particularly as we launched our range of chilled batters. We aimed to highlight our expertise in authentic dosa preparation.

As for the Karnataka food festival, now in its third edition, it allows us to celebrate the rich culinary diversity of our state. We collaborated with over 60 home cooks to create more than 100 dishes, showcasing the authenticity of Karnataka’s cuisine. These initiatives align with our vision to amplify Indian food culture and engage with consumers who might be losing touch with traditional recipes.

In a competitive market, how has MTR managed to innovate and differentiate itself from other food brands? Could you share some key marketing strategies that have worked well for you?

Differentiation is crucial for us. Our deep understanding of the cuisine, supported by our Cuisine Center of Excellence, sets us apart. We don’t just view our products as ingredients; we focus on perfecting recipes before scaling them. This ensures authentic taste, which resonates with consumers.

Additionally, we leverage technology to simplify cooking experiences. For example, our three-minute breakfast segment revolutionized the perception of Indian food as time-consuming. By focusing on taste and technology, we create solutions that make cooking more accessible and enjoyable for our consumers.

Speaking about technology, how has MTR’s approach to consumer engagement evolved, especially with the increasing use of digital platforms and changing consumer behaviours?

Digital transformation has been a game-changer for us. E-commerce is now a significant channel, contributing about 8% to our business, and it’s growing rapidly. We invest heavily in analytics and AI to better understand our consumers, creating detailed profiles to deliver targeted solutions.

Over the past three years, we’ve doubled our digital marketing investments, which has proven essential in reaching metro-centric consumers. Digital platforms have allowed us to engage with our audience more effectively and keep them informed about our products and innovations.

Sustainability is a major concern for both consumers and brands. What steps is MTR taking to incorporate sustainability into its operations and product offerings?

Sustainability is a key focus for us at MTR. We are actively working towards clean energy initiatives and are committed to achieving water neutrality. Our philosophy embraces not just the environmental aspects, but also ethical practices throughout our production processes, ensuring that our products are good for consumers and the planet.

MTR has a strong presence in traditional Indian food. Are there any plans to expand into new categories or markets, either domestically or internationally?

We are already present in over 42 countries and are focused on expanding our reach within the Indian diaspora globally. While we remain committed to traditional Indian cuisine, we are exploring opportunities in new product categories that align with our brand identity. We ensure that any expansion reflects our commitment to quality and authenticity, understanding that Indian food remains popular in various contexts.

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