Pune based

acquired the Mother's Recipe brand from American Dry Foods Ltd in 2002
The Desai Group has diversified business operations in Tobacco Products, Food
Processing, Specialty Chemicals, Health Care Hospitals, Logistics, Finance and
Hospitality Hotels.
Food division: Pickles(North India, Western Indian and South Indian 45 variants),
Papads, Appalams, Cooking Pastes and Condiments,, Curry Powders, Ready to Cook
Products, Ready to Eat Products (Canned and Retort Packing), Chutneys, Canned
Vegetables, Mango Pulp, Sliced Mango Pickle In Mustard and Vinegar and In Oil, Indian
Spice Masalas, Straight Spices and Curry Powder etc and more, murmura, masala,
tamarind
strong presence in the global arena especially in the Middle East, Far East, Australia, UK
- Europe, US - Canada and Africa, being one of the largest providers of traditional Indian
kitchen taste exported to more than 35 countries in the world.
The Food Division of Desai Brothers Limited has been awarded with the 'One Star
Export House' ranking by the Ministry of Commerce and Industry, Government of India
for excellence in taste and authenticity of products.
Mothers recipe: discover the taste of tradition
Dabee pickles: strong brand in the food services sector, esp in southern india. reaching
HORECA through direct distributors as well as whole sellers.
Mothers recipe rozana: focuses on bringing economical products to the pickle consume.
Launched in July 2009 in Northern Markets, it has already captured a significant market
share.
RTC products from Mothers recipe
Veg Biryani
Veg Makhanwala
Udad Plain Papad
Poha
Upma
Veg Tawa


sales offices in New Delhi, Kolkata, Pune, and Chennai, India


Ready Meals
o Canned/Preserved Ready Meals
o Chilled Pizza
o Chilled Ready Meals
o Dinner Mixes
o Dried Ready Meals
o Frozen Pizza
o Frozen Ready Meals
o Prepared Salads
Ready meals recorded strong double-digit value growth during the review period (2008-13).
Rising demand for convenience foods due to the increasingly hectic pace of modern life is seen.
In addition, leading manufacturers, such as MTR Foods, Al Kabeer Exports and ITC, have
invested in aggressive product innovation and marketing activities to help stimulate overall
growth.
MTR Foods, with an anticipated retail value share of 36%, ITC, with 11% and Al Kabeer
Exports, with a retail value share of 9%, were the three leading players in ready meals
during 2013. All of these companies have a wide array of ready meal offerings along
with strong distribution networks across the country.
Rasoi magic: among top 5 food processing co in india.focus on traditional food,
extensive local ad.
Knorr
Ready meals is expected to grow by a CAGR of 10% in constant value terms over the
forecast period. Growth of modern retail outlets, rising awareness of ready meal
products among Indian consumers, a growing need for convenience among working
women, the entry of new players into the category, growth of refrigeration facilities
among Indian small independent grocers and the countrys strong economic prospects
over the forecast period are expected to drive sales of ready meals. As a result, growth
of ready meals is set to be strong.
Indian consumers have become more experimental over the years and are moving
beyond consuming home-made snacks prepared from scratch.
Food is reportedly the biggest consumption category in India, and accounts for 31 per
cent of the average consumers budget. The exception is Delhi, where consumers spend
37 per cent of their monthly budget on food.
By the end of 2013, Indian consumers are expected to spend almost $357 billion on
food. In the next two years, the Indian food industry is expected to reach $258 billion.
From Mysore come Woodlands idlis, masala utappams, medu vadas and sambar. Gits is
the pioneer of convenience foods in easy-to-use ready mixes, offering a wide range.
Then there is Ahmedabad-headquartered Sankalp Foods, which runs a chain of specialty
restaurants across the US, Canada, UK and UAE, and also manufactures a range of South
Indian packaged foods. So does Delhi-NCR based Kohinoor Food, whose frozen range of
Indian delicacies includes idli, medu vada mixes and sambar.
Himalya International, which has ready-to-eat snacks and sweets too, made a foray into
South Indian snack mixes. An official from chairman Manmohan Maliks office in
Gurgaon said, We did cater to idli and dosa ready made mixes for sale in the North, but
our scooped potato offering has become a major hit in the US.
Indian ready to cook food has demand in NRIs, diminishing culinary skills, improved cold
storage, need of convenience
7% indulgent homemakers that include upmarket & metro married women can be
target while rest 93% is traditional family
MTR: 22 gravies, curries, rice, extensive local advertisements, focus on traditional food
items, convenient pricing
ITC (kitchens of India & aashirwad) : indian cuisines, target global Indians. Target US, Uk
Europe, Australia
Even Britania has entered with breakfast mix such as POha, upma, oat and poriddge
Sundrop
Haldiram export indian snacks such as samosa chana masala pakora
Knorr: quality proposition and diet conscious, used in promotion
Parampara: price competitive. Social media marketing


Marketing strategies: easily digestible
Flavors,
Nutrients
Bonus/ free packs
Competitivu e price than rival
Traditional food alternatives
Diet conscious targeted
Expected growth of breakfast mixes: around 30% over the next few years.
Convenience food sector has growth around 70% in the last decade
The ready-to-eat (RTE) market in India, currently estimated at Rs. 128 crore (2006) is
expected to expand to reach Rs. 2,900 crore by 2015, according to an analysis done by Tata
Strategic Management Group (TSMG).
packaged foods in India have grown at about seven per cent a year between 2000 and 2005,
with RTE foods being the fastest -growing, at a CAGR of 73 per cent. canned/preserved
segment is more popular, contributing about 90 per cent of the market and growing at a
Compound Annual Growth Rate (CAGR) of 63 per cent between 2001 and 2006
Exports: Excise duty is now ZERO % on RTE and 100 % tax deduction for the first 10 years for
new units. This allows manufactures to bring down their prices & spreads its flavors to the
world.

Desai Brothers: Its authorized share capital is Rs. 150,000,000 and its paid up capital is Rs.
90,504,192. Desai Brothers Limited is a US $ 100 million company with diversified business
operations in chemicals, tobacco processing and finance.
Strong emphasis of networking with growers on one hand and equally strong distribution
network has made Mothers Recipe brand amongst the top three brands in India.

Story of al kabeer: http://economictimes.indiatimes.com/features/brand-equity/the-growth-
of-al-kabeer/articleshow/2424270.cms