Hotline: 1800 102 2007
Hotline: 1800 102 2007
Search Business Opportunities
Growth 2016-01-06

Will e-commerce route help reach wider customer base to Mother's Recipe?

In 2014, online retail had a miniscule share of 0.4 per cent in Indian Retail and is expected to take a share of 3 per cent by 2020.

By Deputy Features Editor
Will e-commerce route help reach wider customer base to Mother's Recipe?

With the fast growing e-commerce space and the increasing shift of grocery shopping to the e-platform, Mother’s Recipe (A part of Desai Brother’s Ltd. - food division) has launched their E-Store -

Making shopping easy

The website will enable customers to choose and shop from the entire product range of Mother’s Recipe across categories including Pickle, Papad, Paste, Ready to Cook spice gravy mixes, Ready to Eat Meals, Chutneys & Instant Mixes.

“We wanted to provide our consumer with easy access to our entire product rangeand with the growing acceptance of e-commerce platform to shop for daily needs, entering into this space was indeed the natural progression for our existing business,” shared Sanjay Desai, Executive Director, Desai Brothers Ltd.

Targeting the regions

The new digital platform will offer our customers an enhanced buying experience that combines the speed and convenience of e-commerce transactions with the trust and reliability of the Mother’s Recipe brand.

“From the company’s perspective this venture will enable us reach out to a wider segment of consumers,” added Desai.

One of the key aspects of the portal is that it will allow consumers access to Mother’s Recipe’s basket of  region specific products from all over India such as pickles, ready to cook spice gravy mixes, instant mixes of breakfast and snacks, spice powders and other traditional cuisine products.

Like region specific RTC gravy mixes or pickle delicacies - Kerala’s Kaduku Mango, Madras thokku or Andhra’s tomato/ Gongura, Chettinad Chicken, Malabar Fish Curry, Kerala Roast Chicken, Nawabi Chicken can be ordered easily online across the country, which may or maybe not available in grocery/modern retail stores in that particular city / region. Products will be available in spill proof, easy to carry pouches ensuring ease in transportation and delivery. The company which will use a centralized warehouse in Pune will deliver the ordered products via FedEx courier within 5-7 working days.

Where does industry sits today?

A recent report by Internet & Mobile Association of India (IAMAI) and KPMG found that, as of June 2015, internet users in India stood at over 350 million. With internet penetration still at 19 per cent, which is only one-third of that in other BRIC nations, it is expected to grow at a CAGR of 61.3 per cent from 2013 – 17.

India’s internet growth story is strongly driven by the rapid growth of rural mobile internet users, which grew from 0.4 per cent in 2012 to 4.4 per cent today. The E-retail or eTail, (online retail and online marketplaces) which is pegged at $6 billion in 2015, emerged as the fastest growing segment in the industry with a CAGR of around 56% in the period of 2009 – 2014. In 2014, online retail had a miniscule share of 0.4 per cent in Indian Retail and is expected to take a share of 3 per cent by 2020.

“On the online space we are currently selling our products through18 E-Grocers such as Big Basket, Grofers, Amazon¬¬.in, Aaramshop, Farm2kitchen, MyGrahak, Callandorder, FreshnDaily etc., and have witnessed substantial growth. Wesee our foray into the online spaces another important way to connect with our customers. This development will indeed help the company create a newengagement channel with brand loyalists and at the same time will be an attractive choice for new customers who are yet to experience the brand,” Desai added further.

Though at present online contribution is just a very small portion of total sales of the company's revenue coming from online sales. However, the avenue holds huge business potential and Mother’s Recipe anticipate this pie to surely grow exponentially in the coming few years.

Projecting bigger growth

Desai Brothers Limited, which diversified into Food business in 2002 under the brand name 'Mother's Recipe' has witnessed exponential growth, CAGR of over 25% 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 & 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 mom &pop stores, modern trade outlets, multi-functional outlets, e-commerce, Defense and to Hotel Restaurants & Cafes (HORECA) / Food Service outlets.

With the recent acquisition of Kolkata based ELMAC brand and company’s foray into the online space, it is eyeing a growth of 30% in the current financial year against a turnover of over INR 200Crore in 2014-15.

Related opportunities
  • Video Game Centres
    About Us: We serve happiness through their state of the art..
    Locations looking for expansion Delhi
    Establishment year 2017
    Franchising Launch Date 2018
    Investment size Rs. 2 Cr. - 5 Cr
    Space required 6000
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater New Delhi Delhi
  • Kids/Candy Stores
    JOIN INDIA’S 1st ZERO ROYALTY FRANCHISE MODEL - Khilonewala Toy Library! About..
    Locations looking for expansion Madhya Pradesh
    Establishment year 2011
    Franchising Launch Date 2013
    Investment size Rs. 2lac - 5lac
    Space required 200
    Franchise Outlets -NA-
    Franchise Type Unit, Multiunit
    Headquater Indore Madhya Pradesh
  • Furniture/Home Decor & Furnishing
    About Us: Commune, Founded in 1972 Furniture brand with cutting-edge design and craftsman..
    Locations looking for expansion New Delhi
    Establishment year 2019
    Franchising Launch Date 2019
    Investment size Rs. 1 Cr. - 2 Cr
    Space required 3000
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Faridabad New Delhi
  • Car wash / Ceramic Coating / Detailing
    About Us:   You can define WHEELER CLEANER in myriad ways, but..
    Locations looking for expansion Karnataka
    Establishment year 2013
    Franchising Launch Date 2014
    Investment size Rs. 10lac - 20lac
    Space required 900
    Franchise Outlets -NA-
    Franchise Type Unit
    Headquater Mysore Karnataka
Insta-Subscribe to
The Franchising World
For hassle free instant subscription, just give your number and email id and our customer care agent will get in touch with you
OR Click here to Subscribe Online
Daily Updates
Submit your email address to receive the latest updates on news & host of opportunities
More Stories

Free Advice - Ask Our Experts