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Tag: Sanjana Desai

  • Mother’s Recipe gives pickles a wellness twist with ‘Hearty Roots’ launch

    Mother’s Recipe gives pickles a wellness twist with ‘Hearty Roots’ launch

    MUMBAI: In a zesty move that marries ancient wisdom with modern wellness, Mother’s Recipe has rolled out Hearty Roots– a bold, Ayurveda-inspired range of pickles that’s high on flavour and low on guilt. With zero oil, superfoods like ashwagandha, moringa, flax seeds, and jaggery, this isn’t your grandma’s pickle or maybe it is, but with a clean-label makeover.

    Touted as India’s first healthy pickle range, Hearty Roots taps into the booming Rs 10,352 crore health and wellness foods segment, growing at 10 per cent a year, and is aimed squarely at millennials and health-aware consumers craving clean eating without killing their taste buds.

    From lime pickle that’s completely oil-free to mango with ashwagandha (for stress-busting snacking), garlic with moringa (a real antioxidant punch), and even a bittersweet karela twist (blood sugar, be warned), the line-up is designed to spice up the wellness aisle.

    Each jar is sun-cured, fermented the old-fashioned way, and free of artificial nasties. It’s healthy with heritage and attitude.

    Desai Foods executive director Sanjana Desai and the force behind the launch, shared, “Every household has grown up with the familiar taste of pickles, passed down with love through generations. With Hearty Roots, we are holding on to that emotion while responding to how food habits are evolving today. This brand reflects a conscious step forward – making wellness accessible through ingredients that are time-tested and purposeful. Hearty Roots is rooted in our culture, created for those who seek flavour, function and familiarity on every plate.”

    Currently available in Mumbai, Pune, Bengaluru, Delhi, and Hyderabad via Zepto, Swiggy Instamart, Amazon Fresh, Bigbasket, and www.mothersrecipe.com, Hearty Roots is all set to pop open in more cities and select specialty stores soon.

    Because let’s face it, no salad ever sparked a memory like a good old pickle can.

  • Mother’s Recipe launches Taste ka Dhamaka campaign on Pune Municipal Corporation Buses

    Mother’s Recipe launches Taste ka Dhamaka campaign on Pune Municipal Corporation Buses

    Mumbai: Mother’s Recipe, famous for its tasty flavours, is thrilled to announce the start of its lively ‘Taste ka Dhamaka’ campaign in Pune. To connect with Punekar and share the goodness of their new range of sauces, Mother’s Recipe has decked the Pune buses running through the city with colourful ads featuring their convenient 85g sauce packs.

    Following the success of their campaign on Mumbai local trains, Mother’s Recipe is now spreading the joy to the streets of Pune. The ‘Taste ka Dhamaka’ campaign is all about their message ‘Get a small pack, make anything you want!’ highlighting how easy and versatile their sauces are. The ads on Pune Municipal Corporation buses will catch commuters’ eyes, tempting them with the delicious flavours of Mother’s Recipe Sauces.

    Mother’s Recipe executive director Sanjana Desai shared her excitement, saying, “We are thrilled to bring the ‘Taste ka Dhamaka’ campaign to Pune. With our new sauces, we want to offer Puneites tasty and convenient options for cooking. Through this campaign, we aim to introduce our new Recipe Sauces to Pune and create buzz around our brand.”

    The campaign’s goal is not only to let people know about the new sauces but also to boost confidence among sellers and increase sales. The ‘Taste ka Dhamaka’ campaign shows Mother’s Recipe’s dedication to customer-focused marketing. By using Pune Municipal Corporation buses, the brand hopes to reach a wide audience and make a mark in the market.

    The product range is now available at your neighbourhood store and leading supermarket chains like Reliance Fresh.

  • Mother’s Recipe campaign ‘Your Traditions Our Pickles’

    Mother’s Recipe campaign ‘Your Traditions Our Pickles’

    NEW DELHI: There is a certain nostalgia to the process of making pickles. Mother’s Recipe, FMCG brand recently launched a social media campaign – ‘Your Traditions Our Pickles’ to revive the emotions of tradition. The campaign was launched with a purpose to strike a chord with its consumers amidst the pickle season. Whichever section of country one is from, pickle has always been an essential part of the earliest food memories attached to the home, be it dadi-maa ke recipe or chajje waali khushiyaan. The campaign evokes the people to relive beautiful reminiscences with Mother’s Recipe Pickles.

    The process of making pickles at home is an annual task, where most of the family members are involved; from procuring quality fruits from the bazaar, to mixing the right masalas as per the traditional recipe or drying it on terrace daily. Unripe mangoes, Lemons and chillies are some of the most popular types of pickles. The practice of pickle making is a journey in itself, both emotional and physical. In today’s time where we all are pressed against time with our busy schedule our dependence on ready products has increased but with no compromise on taste and quality. The objective of the campaign was to ease the process for the consumers and replicate the same taste with the same olden traditional recipes.

    Mother’s Recipe – Desai Foods, executive director, Sanjana Desai,   said “We have launched the campaign ‘Your Traditions Our Pickles’. The idea spurted when we realised that our culinary traditions cannot be contained by the threat of a virus, why should we miss out on the taste of tradition this summer? With all our campaigns we have always believed in striking an emotional chord with our consumers and their treasured memories. We have over 50 variants of pickles available for every taste. There are no added preservatives, no artificial colours, its made the traditional way with lots of love. ‘Pesh hai wohi ghar wala swad, wohi summer wala swad’

    The Mother’s Recipe products are available on its website www.mothersrecipe.com Recently the company has partnered with food delivery platforms like Swiggy & Big basket to distribute a range of products from its portfolio. The company is also ensuring that all the precautionary measures are taken such as the use of hand sanitizers, face mask, hand gloves, social distancing and minimal human contact followed during the pick-up and the delivery process.

    Campaign Credits:

            Brand Name: Mother’s Recipe
            Campaign Name: Your Traditions Our Pickles
            Campaign elements: Digital
            Creative agency: Triton communications
            Digital Agency: Social Panga
            Campaign Video Link(FB): https://www.facebook.com/imissmymothersrecipe/videos/303362547363914/

     

  • Mother’s Recipe strengthens its instant mix category; unveils healthy Indian breakfast option ‘Instant Upma’

    Mother’s Recipe strengthens its instant mix category; unveils healthy Indian breakfast option ‘Instant Upma’

    MUMBAI: Breakfast is regarded to be a significant meal because it breaks the period of overnight fasting, replenishes your glucose supply and offers other essential nutrients to maintain your energy levels up all day long. Keeping in mind the significance of breakfast, Mother’s Recipe, India’s leading household name in the ethnic food division, has expanded their instant mix category with the launch of traditional Indian breakfast Upma. The South Indian speciality prepared using the freshest and authentic ingredients like semolina (suji), Black gram dal (Urad dal) Onion, green chilli, cumin, curry leaf, lemon powder and asafetida seasoned for your convenience with mother’s magical touch. Consumers just need to add hot water and it is ready to eat in five minutes.

    Speaking about the category, Sanjana Desai, Chief Strategy officer, Mother’s Recipe said, “The instant food is gaining popularity in India because of the comfort and accessibility of products that provide the genuine flavour of Indian food across retail channels. According to a report by Future Market Insights, India’s instant food market is anticipated to grow at a CAGR of 15.7% and reach a valuation of US$ 284.4 Mn by 2020. The key factors driving the instant food is employee affluence and growing millennial customers along with a rise in working women's population which has resulted in altering lifestyles and less time for home cooking. As a result, we continuously innovate in line with the growing consumer expectations while providing our customers with the finest quality & tastier products.

    Mother’s Recipe’s Upma pack is available in 73gm Cup Upma and 170 gm pillow pouch across all hypermarkets, local stores, exclusive brand outlets and Mother’s Recipe e-store in major & mini metro  cities. Cup Upma is competitively priced at Rs.50/- and pillow pouch at Rs. 35/-, the instant mix Upma has shelf life of nine months.

    The current company scenario:

    Mother’s Recipe was founded in 2001 by Desai Brother’s Ltd. and has successfully expanded to all regions across India as well as 42 countries around the world. What started as a pickle brand has today grown exponentially, consisting of a diverse product range including, Condiments, Pastes, Spices, Papads, Appalams, Cooking Pastes, Curry Powders, Ready to Cook Spice Mixes, Ready to Eat meals (Canned and Retort Packing), Mango Chutneys, Ethnic Chutneys, Chaat-Chutneys, Canned Vegetables, & Mango Pulp.

    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 diverse range of products, and constant focus on reinvention, to meet consumer demands”

  • #Giftoftime campaign by Mother’s Recipe encourages women to do what they love every day

    #Giftoftime campaign by Mother’s Recipe encourages women to do what they love every day

    MUMBAI: Weeks after Women’s Day, Mother’s Recipe has launched #GiftofTime campaign encouraging women to do what they love. A part of its “taste the love” series, the campaign drives home an important message that women should celebrate themselves every day and not just on 8 March.

    The campaign has been conceptualised by Mother’s Recipe chief strategy officer Sanjana Desai and Mothers’ Recipe team along with the creative agency Triton communications and is LIVE on multiple digital platforms like YouTube and Facebook.

    Speaking about the campaign, Desai said, In the effort to look after the entire family, the I is often lost, but as individuality is rising and the guilt slipping away, as a brand we should pave the way for her.  So, with this campaign, our objective is to highlight and address a larger challenge faced today. Mother Recipe strongly believes in offering lifestyle solutions, making a meaningful difference to the lives of their consumers. With our products, we want to enable our consumers in the kitchen, enrich them and not replace them. By helping them save time in the kitchen so that they could spare some time to do what they love.”

    She further added, “It is not about celebrating one particular day, hence we deliberately stayed away from launching the campaign on women’s day. It is about looking beyond a specific day, aiming to bring about a change every day of the year.”

    Mother’s Recipe’s range of pastes, pickles, RTC, Instant mix and other products packs a punch of delicious flavours, regional tastes, convenience and simple cooking. The brand plans to amplify this campaign further through various unique online and offline engagements, and radio presence.

    Triton communications executive director Virendra Saini said, “Women in today's scenario have just forgotten to spare some free time for themselves to follow their hobbies. They have restricted themselves to a set framework which they operate in a monotonous manner. With this campaign we really wanted women to realize their potential and take time to fulfill whatever they love doing. The idea is not to eliminate or compromise on the existing responsibilities but enrich and empower by gifting them some valuable time for themselves; hence ‘#Giftoftime’.”

  • Mother’s Recipe redefines universal language of love with new tagline “Taste the Love”

    Mother’s Recipe redefines universal language of love with new tagline “Taste the Love”

    MUMBAI: With the backdrop of gender equality gaining momentum world over, smashing gender roles and stereotypes and a rising wave of aspirational millennials, Mother’s Recipe’s new proposition and tagline – ‘Taste the Love’ is redefining the language of love, through food. The brand has launched a series of video campaigns to promote the same.

    The first campaign video encapsulates the journey of a young girl’s move to a big city. Her first taste of food in the new city is completed with a familiar jar of Mother’s Recipe pickle that instantly reminds her of home and the love she has grown up on.

    The second video brings the focus on gender equality & dilution of gender roles. Mother’s Recipe’s offerings of convenient, simple food solutions are enabling men to take on roles that were just thrown into a woman’s list of things to do. The video shows a young couple going through the food options to order for dinner after a tiring day. While the man in the kitchen picks up packs from the Mother’s Recipe range to cook up a delicious home cooked meal, for his wife. The video beautifully highlights a simple solution to a Man’s biggest concern – ‘I don’t know how to cook’ while fostering love & understanding. The video also subtly celebrates the new age relationship dynamics which is more open, practical & willing to go the extra mile.

    The campaign is the brainchild of Desai Brothers Ltd (Food Division – Mother’s Recipe) chief strategy officer Sanjana Desai and her team. Speaking about it, Desai highlighted the journey she and her team undertook, to closely study and understand the changing consumer behavior. Their desire to embrace the modern, while being rooted in the authenticity of traditional taste and flavor.

    “Bringing and highlighting the best of both the worlds is what we set out to achieve through these campaigns. The underlying objective is for Mother Recipe to stay relevant, bringing out our brand promise of staying authentic against the backdrop of evolving aspirations, ambitions, and equations in life. In this fast-paced world, we believe great authentic food is what makes you feel home, and that is what we always focus to deliver,” she said.

  • Mother’s Recipe encourages to give mother’s love to orphans

    Mother’s Recipe encourages to give mother’s love to orphans

    MUMBAI: Mother’s Day offers all of us an opportunity to reflect on the many children who have never experienced the beautiful feeling called mother’s love and it is probably the most precious gift any child can ask for. However, that’s exactly what 20 million children in India are deprived of.

    This Mother’s Day, one of the leading FMCG brands Mother’s Recipe came up with this initiative, urging all the people, especially mothers to share the #TasteofMothersLove in a most unique manner.

    The campaign is conceptualised and executed by Mother’s Recipe and Triton Communication with an aim to introduce people to the idea of sharing the most precious emotion of mother’s love with these special kids.

    The campaign video captures the mother-child relationship and showcases how essential emotional intimacy is in a child’s life, especially for the ones living in orphanages.

    With an objective to connect with a larger set of audience, the campaign is being extensively promoted on various social media platforms using a unique hashtag #TasteofMothersLove. For each comment, shares, tweets / retweets related to the campaign, Mother’s Recipe will contribute a certain amount towards the welfare of these kids in orphanages. Additionally, this year the brand will also be donating a certain percentage of proceeds of online sales till 31 May, fuelling further financial support. The amount garnered by this campaign will be utilised to provide a caring environment, balanced nutritious food, clothing, shelter and education to the children living in special care.

    Desai Brothers chief strategy officer Sanjana Desai says, “Having spread the magical and authentic taste of different recipes from mothers across India for close to two decade, we felt the need to touch lives of those who have never experienced a mother’s love. Our Mother’s Day initiative finds resonance and synergies with the brand ethos which aims to give a taste of mother’s love, this time, to the children who need it the most. With this online campaign we are anticipating a greater response and participation from people across all generations. For us it will always be about the number of lives we touch rather than the number of likes we receive. We urge more and more people to come forward to extend their whole-hearted support towards this noble initiative.”

    In the last three years, Mother’s Recipe’s Mother’s Day campaign has received phenomenal response from the audience, both on-ground and in the digital space. The campaign received 1500+ participation, 9,38,000+ video views, 7000+ engagement online and 75 million TV viewership on various platforms.

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

    The Mother’s Recipe brand with a robust distribution network across the country caters to diverse formats ranging from pop stores, modern trade outlets, multi-functional outlets and e-commerce.

    The company is currently looking to expand its hotel restaurants and cafes (HORECA) / food service vertical.  With the recent acquisition of Kolkata based ELMAC brand and company’s foray into the online space, it is eyeing a growth of 30 per cent in the current financial year.