SUPERBRANDS 2012

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mothersrecipe.com

Mothers Recipe
to include many of the components that complete a traditional Indian meal. campaigns which focus on regional New Years such as Pongal in Tamil Nadu, Baisakhi in the North, Gudi Padwa in Maharashtra, Poila Baisakh in West Bengal and such like. It runs complete campaigns involving print, radio and the internet and draws attention by using in-store displays. Its annual communications selectively cut across different media vehicles such as TV and radio as also point-of-purchase but are most pronounced during the festive season. In sync with modern channels of communications, Mother's Recipe uses social media network sites such as Facebook, Twitter, Word Press and Flickr. The brand is also actively present in trade fairs and exhibitions. A wide dealer network ensures that its products seep down to even small towns and villages. Given its brand name, it salutes the mother on Mother's Day by reminding people that she is the embodiment of love and affection and

Product
Mother's Recipe is now an entire cooking experience. It includes twelve categories of products pickles, condiment pastes, curry pastes, chutneys, blended spices, ready-to-cook foods, heat-and-eat foods, instant mixes, papads, curry powders, mango pulp and canned foods in 130 variants. There is Andhra Avakaya, Karnataka Cut Mango, Madras Thokku, Kerala Mango, Bengali Mango, Punjabi Panchranga, Gujarati Methia Mango, Maharashtra Mango, Gujarati Gorkeri, Choondo and Red Stuffed Chillies amongst 43 distinct tastes and flavours from virtually every corner of the country.

No one makes pickles the way Mother's Recipe does. Today, this brand has 43 variants of pickles and 87 variants of cooking condiments such as blended spices, chutneys, curry pastes, ready-to-cook, spice mixes and heat-and-eat meals. Steeped in tradition, the brand is available all across India and in 40 other countries worldwide. The latest addition to its range of offerings is instant breakfast, especially prepared for rushed homes where breakfast is a regular casualty.
the goal of providing eye care at an affordable price. In the twelve years since, it has treated more than 1.40 million patients and performed in excess of a quarter of a million surgeries. More than 60% of these were carried out free of charge. A second eye hospital, Kantalaxmi Shah Eye Hospital at Nandurbar, was especially set up for poor tribal people. Since it commenced work more than 200,000 patients have been examined and 20,462 operations have been performed without charge. An eye bank has also been set up which has, so far, collected 2406 corneas to give vision to the needy.

Market
It's impossible to count the number of cuisines there are in India. But one thing is certain: every single cuisine has its established accompaniment a little something that adds a bit of zing to eating and imparts to it a flavour that many people believe is hard to live without. The humble pickle cuts across cultures, languages and socio-economic barriers. Every class of people be it the table of kings or the floor of the less privileged is happy with a bit of it on the side. While no authentic data can ever be available as to how much pickle is consumed each year, there is complete clarity that the organised sector is beginning to flex its muscles. Much of this has to do with the increased migration of people and globalisation. As jobs take people from region to region and country to country, they carry with them some ingrained habits which are hard to change. One of these is the lust for the tangy pickle. Since it takes much doing to make these in a foreign land the organised sector provides them in sealed bottles. Pickles come in literally thousands of bases and as many flavours. So brands like Mother's Recipe are confronted with a
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task that is both humongous, as well as complex.

Achievements
One of the easiest things about listing achievements is that impressive numbers can be rattled off. However, Desai Brothers Limited, owners of the Mother's Recipe brand, believes that the most satisfying achievements come from the heart not necessarily the annual report. In pursuance of this philosophy the company has expended vast sums of money in developing powerful corporate social responsibility (CSR) initiatives. One of the first was education. Desai Brothers Limited insists that education holds the key to development which is why they set up the H V Desai College. This institution which started with the objective of imparting education to the local, Gujarati trading community 25 years ago is now a premier institute in Pune. A far cry from the two rooms it started with, the college now occupies a sprawling campus, excellent faculty, a first-rate infrastructure and has more than 3000 students on its rolls. The other area, the company believe requires substantial help is medicine. The H V Desai Eye Hospital was inaugurated in January 2000 with

History
Pickling is one of the oldest methods of food preservation. Its history can be traced back to the dawn of civilisation, when people preserved and pickled foods to tide over famines, long winters or extended travel. A date to this art would take the reader to some 4500 years ago when people learned to preserve cucumbers by putting them in brine a solution of salt and water. Pickles have been a part of Indian cuisine since time immemorial. Ancient Vedic scriptures mention pickles in detail. In the period since, every region has developed its own special pickle and every home has a well-guarded, made-by-grandmother recipe. Today, in millions of homes across India, glass bottles with bright red caps sit perched on kitchen shelves. These are Mother's Recipe pickles and are as authentic and as traditional as pickles will ever become.

The seed for the success of Mother's Recipe was sown with development and reforms in India. Out of these, nuclear families emerged and house wives stepped out of homes into offices and found less time for the hearth. But while this was happening the craving for delicious pickles of yesteryears never really left people. Mother's Recipe tapped on this hunger for traditional pickle and foods across India, serving people their regional traditional delicacies across states and boundaries. Today, the brand is synonymous with pickles made in the traditional mould or rephrased, in the way grandmother made. The Mother's Recipe's brand success story began when Desai Brothers, now a 4th generation family owned business interests in food processing, tobacco, finance, logistics, specialty chemicals and health care, decided to diversify their operations and acquired the Mother's Recipe brand in 2001. Keeping their experience of authentic Indian cuisine as a motivator, quality as a nonnegotiable aim and customer satisfaction as the end goal Mother's Recipe, under the leadership of Desai Brothers, began a deliberate expansion. New researched recipes and professional expertise was acquired and was supplemented with distribution strength. With involvement of aggressive media promotions, the acquired brand was re-launched as a trusted and traditional Indian food brand. As a sequel to the launch and success Mother's Recipe introduced whole new product categories

Recent Developments
These offerings of the recent past have expanded the brands' portfolio of products. This now includes nine variants of papads the all-time favourite accompaniment, four variants of pastes that pack in the natural aroma of freshly minced spices and twenty different spice mixes that add convenience to cooking. These mixes contain no monosodium glutamate (MSG), no preservatives and no hydrogenated oils just 100% natural and100% fresh ingredients. To complete the offerings there are fifteen classic Indian heat-and-eat dishes. The brand's latest outpouring of affection comes in the form of breakfast. Realising that in today's hurly-burly of everyday life breakfast, the day's most important meal, is a regular casualty, Mother's Recipe did the only thing that could be done for these rushed homes. They prepared a ready-to-cook, instant poha and upma. All that this now required was to snip off the packaging, add the contents to boiling water, cover and let it cook. In ten minutes a delicious, nutritious, traditional Indian breakfast is ready. Missing breakfast can now actually be a thing of the past.

Mother's Recipe is her trusted lieutenant. On India's Independence Day Mother's Recipe runs a radio campaign asking its listeners to give their mothers freedom from the kitchen for this day.

Brand Values
Mother's Recipe epitomises mother's love. It's a brand that strives to bring home the true taste of homemade pickles by ensuring that only the freshest, purest fruits, vegetables and spices are used. There is another reason, too, for its pickiness. In a world that gives tradition a go-by it's hard to believe that a brand exists that, in truth, believes that when people who lust for the taste of home are spread across continents it's not right that they be given second shrift. It's for this reason that Mother's Recipe refuses to compromise and will spend endless months in perfecting its offerings. Perhaps, there is no better tribute to its customers than being true to them.

Things you didnt know about

Mothers Recipe
Everyday 200,000 bottles and pouches of pickle are processed at the brand's Pune production facility It's the first Indian pickle brand to have researched and perfected 45 regional favourite pickle varieties No other pickle brand is available in every Indian state and union territory More than 3000 suppliers provide Mother's Recipe with fresh spices, fruits even packaging material Mother's Recipe is exported to 40 countries including the US, Canada, the UK, Australia, the Far East and the Middle East The Government of India has conferred on the parent company the coveted status of a One Star Export House

Promotion
Mother's Recipe is the custodian of traditional taste. All its communications and promotions are centred on reiterating this unique aspect. The brand strives to be a part of every festival and festivities without discriminating between religion and an individual's economic well-being. In a way, the brand sanctifies the occasion. If India is a land in a perpetual state of celebration then Mother's Recipe is part of it. It executes special

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