MTR Foods Pvt. Ltd. - a trusted name with 85 years of heritage in authentic Indian vegetarian cuisine and currently present in the breakfast, dessert and snacks categories, today announced the national launch of the Rasoi Magic brand of meal mixes. Rasoi Magic is a market leader in western India in the meal mixes segment. MTR Foods Pvt. Ltd. acquired Rasoi Magic Foods (India) Pvt. Ltd. in April, 2011, in line with their plans to expand into the meals segment. Meal mixes is a nascent category valued at Rs. 60 crores in 2011 and expected to grow at a CAGR of 45% in the 2012 – 2014 period. (Source: Internal estimates).
Commenting on the launch, Sanjay Sharma, Chief Executive Officer, MTR Foods Pvt. Ltd. said “Rasoi Magic has strong brand equity in West India and our ambition is to build on this and extend it nationally. With this launch, we’ll gain a larger share of the consumer’s meal space.”
Research shows that today’s woman leads a busy lifestyle yet spends maximum time and effort in cooking. She wants to surprise her family with new dishes and is looking for cooking solutions that reduce her time in the kitchen but that allow her control over the taste of the final dish. She seeks help in the kitchen but does not want to be replaced and this is a key driver for the meal mixes category since it helps the woman make interesting dishes in a short time and yet be able to customize it.
Vikran Sabherwal, Vice-President, Marketing, MTR Foods stated “Consumers prefer the powder format to paste. Rasoi Magic meal mixes are in a powder format and the consumer just has to add fresh ingredients such as vegetables, paneer, milk, etc. Rasoi Magic brings home the magic of popular restaurant dishes such as Paneer Butter Masala, Paneer Makhanwalla and Methi Mutter Malai, and that too in just 3 easy steps and in just 15 minutes.”
The Rasoi Magic range consists of 21 regular dishes and 9 No Onion No Garlic products. A pack of Rasoi Magic serves four and is priced between Rs. 36/- to Rs. 42/-.
Rasoi Magic Foods (India) Pvt. Ltd. that has its plant in Pune has a loyal domestic market and is also exported to markets like USA, Canada, UK and Australia.