Mother's Recipe launches online store to reach wider consumer segment

Mother's Recipe, a processed food brand from Desai Brothers, has announced the launch of its online store to retail food products and enable it to reach a wider segment of consumers. The website will enable customers to choose and shop from the entire product range of Mother's Recipe across categories, including pickles, papads, paste, ready-to-cook spice gravy mixes, ready-to-eat meals and chutneys.

"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," Sanjay Desai, Executive Director, Desai Brothers said. "From the company's perspective this venture will enable us reach out to a wider segment of consumers," he added.

The portal will offer customers across the country to access to region specific products as well, which may or maybe not available in the grocery or modern retail stores in that particular region. Products will be available in spill proof, easy to carry pouches ensuring ease in transportation and delivery. The company, which will use a centralised warehouse in Pune, will deliver the ordered products via FedEx courier within 5-7 working days, it said.

Mother's Recipe already retails online through 18 e-grocers such as Big Basket, Grofers, Amazon.in, Aaramshop, Farm2kitchen, MyGrahak, Callandorder, FreshnDaily etc., and have witnessed "substantial growth", through online sales. "We see our foray into the online spaces as another important way to connect with our customers. This development will indeed help the company create a new engagement channel with brand loyalists and target new customers," Desai added.

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