With the growing e-commerce culture in the way we shop for groceries and household items, there is a distinct need to have an online presence for companies to expand their reach to its customers. With that in mind, Mother’s Recipe has recently launched its online portal for the sale of its products. The brand owned by Desai Brothers Ltd (DBL) has been in the food business since 2001 with a recent trend towards making its products easily available through e-commerce.
Mother’s Recipe sells products across all food categories, including pickles, papads, cooking paste and ready-to-cook mixes. Speaking about their brand extension towards an online presence, Sanjay Desai, Executive Director, Desai Brothers, said, “We wanted to provide our consumer with easy access to our entire product range and with the growing acceptance of e-commerce platform to shop for daily needs, entering into this space was indeed the natural progression.”
The online store will provide easier access to the company’s products for people all over the country and provides a distinct advantage for consumers needs to try products from other regions as well. The centralised warehouse in Pune will ship the items ordered in a spill-proof containers and will reach the customers within 5-7 working days.
According to Euromonitor, Mother’s Recipe currently owns around 25 percent market share in the organised pickle market valued at over 400 crores. Since the unorganised players in the pickle market have over 60% of the share in the market, name brands like Mother’s Recipe are finding it difficult to penetrate the market and have a tremendous price disadvantage.
Current and Future Plans
Named the best pickle available in the Delhi-NCR region by VOICE (Voluntary Organization in the Interest of Consumer Education), Mother’s Recipe has distinct plans to expand on their customer base in the near future. With the addition of an online website and the new products launches, Mother’s Recipe is expected to grow around 30-40 percent in the next 2-3 years.