MTR Foods is aggressively looking at shedding its image of being a regional player and be a national brand. In keeping with its growth strategy the company has recently revamped its packaging and logo design and brought a semblance among its wide portfolio including instant mixes, spices, ready to eat, ice cream, papads, pickles and beverages.
The company also plans to go national in terms of its communication which till now has largely remained regional. The company which now has a turnover of Rs 250 cr plans to double its revenue by end of 2012. Talking about their communication plans, Sanjay Sharma, Chief Executive Officer, MTR Foods Pvt Ltd, said, “We have been active in the regional media but have not done much of national advertising. We now are planning to have a 360 degree approach and take communication aggressively. We intend in our plans for the next three years to double our advertising spends. On an average we were spending 3-4 per cent of our sales on media today we looking at spending 7-8 per cent.”
MTR Foods is being handled by O&M for the last 6 years and Maxus has been handling the media buying. It is learnt that MTR is working on a TVC which will roll out pan-India.
Also in its bid to establish itself as a national brand, MTR is also looking at expanding its portfolio beyond just the South Indian packaged foods options that it primarily offers now. Sharma said, “Our view is that in the short term while we want to go national but we will build ourselves as someone with strong equity in South Indian foods. In the medium and long term we are building product range with Indian dimension.”
So the company is looking at top ten breakfast, snacks, lunch options and will eventually be widening its offering. MTR Foods was bought over by Norwegian major Orkla in 2007.