Culinary Journey

MTR Foods becomes future-ready with an all new brand identity

June 10, 2016

Change is the key to growth. Understanding this and in line with the trend, MTR have changed itself to meet the expectations of today’s dynamic customers. Rebranding of the legendary company has resulted from the changing customer behavior in the past few years. The new packs with logo change and packaging change are available in the markets now. The dynamic behavior of the company as per the customer’s behavior is evident as it introduced 44 innovations in the product line in the past 3 years. Being part of this rebranding event was indeed a great experience as it gave an opportunity to get a glimpse of history and growth of the company. MTR press mee4.jpg

As a milestone for rebranding, MTR introduced new ecommerce site which would be the home for their 140 plus products. It is indeed a great platform for the consumers. MTR products always have been the part and parcel of our lifestyles. Imagining kitchen without MTR is impossible. I remember their soft gulab jamoons, and the semiya for kheer, which I was munching on since my childhood, I just love them. I am sure everyone working in the kitchen love to have MTR products as it adds wings to their pace.

Fusion being the new interest, MTR is focusing to blend the Indian cooking with modern taste. Since decades MTR is known for easing Indian cooking. From breakfast to desserts, MTR provides everything, you name it you get it. The new logo and extended product line reflects the consumer interests.I was delighted about the rebranding as I was curious to know about the changes the product undergoes. The rebranding event also created an opportunity to get to know the thoughts of Sanjay Sharma, CEO of the prestigious company. His talk clearly reflected the company’s intention to catch up with the modern pace. MTR press meet.jpg

Being a 90 year old legendary food processing company, MTR understands the Indian palate. As there are lot of diversions in the Indian cuisine, MTR always have kept up the expectations of Indians. Delicious Indian cooking is synonym for MTR products. Innovation being their focus, it is constantly in the progressing path by doing new research in the field of culinary.

Since its inception until today, the company is known for its consistency, because all the generations taking over the company have the same set of protocol to get that end product. This is why, MTR products always reminds us of our grandma’s cooking. It has been evolved since ages, rebranding now is just another feather in the cap. I am always been a big time fan of their products be it their desserts, instant breakfast mixes, lunch, or dinner. Now MTR being a subsidiary of Norwegian conglomerate Orkla, both together are focusing to contribute a great deal for Indian authentic cooking. So, now customers can expect more from their kitty.

Finally, I cherished the rebranding event as it was well-organized and MTR everywhere. The event was followed by Nice Indian lunch from Le Jardin at Oberoi.

Le Jardin - The Oberoi Menu, Reviews, Photos, Location and Info - Zomato

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  1. MTR has picked up quite well, had tried their salted banana chips recently and they were as fresh and tasty as they can be. I remember few years back , they were famous for their ready to eat stuff and I had packed a whole bunch of them for a onsite travel and today they have everything from spices to snacks so great going. Nicely written Naveen. Kudos !

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