MTR

History Of MTR Foods Ltd

• MTR- Mavalli Tiffin Room, a small restaurant serving Udipi cuisine.
• Started in 1924 by Parampalli Maiya and Ganappayya Maiya.
• Invention of Rava Idli.
• In 1995, entered into spices and masala category.
• In 1996, Fully automatic vermicelli plant has commissioned.
• MTR makes an international entry into China, Japan and Hong Kong in
2006.
 AUTHENCIT
Y

VALUE
S

QUALIT INNOVATIO
Y N
 STP
1. Segmentation
• Geographic segmentation
• Region: Urban/Semi urban

2. Target market
• Health conscious
• Busy and young
• Choosy and old

3. Positioning
• Authentic Indian Food
• Taste of home, away from home.
MTR Foods Ltd
• Estimated annual revenue USD 89 million.
• Targeting in ‘3 minute breakfast’ segment.
• Trying for a license in a single brand retail.
 Market Strategy
• Authenticity is one of the main aspect which are maintained in all
products.
• Deliver consumers with the instant food products having the exact
aroma and flavor.
• Company has history of high standard eatery, all the products are
made with premium quality ingredients.
• Hygenic atmosphere is maintained in case of making products.
• Standarized eatery past makes brand still credible to the public
 Campaigns
• One of the main advertising campaigns that MTR has launched
recently is the 3 minutes breakfast campaign.
• In this campaign, there are a total of 3 TV commercials and a digital
film.
• The main instant foods that has been taken into account in the
camping are Halwa , Oats, Upma and Poha.
 Challenges faced
• In every element of supply chain.
• Sales and distribution
• Container availability
• Cost of transportation
• Employees demanding hike in salaries
• Workers strike
SWOT Analysis
1. STRENGTH
• Ensures to retain homemade aroma, taste, and flavor.
• Pocket friendly and affordable rates.
• Paid more attention to cleanliness and food quality.

2. WEAKNESS
• Less attention given to ambiance
• 100% veg, so non-veg eating people couldn’t consider it as an option
• Since it is providing packaging technology where preservatives are not added so
it can be a major challenge
3. OPPORTUNITIES
• Indian food processing industry accounts 32% of country’s total food
market.
• Huge potential and promising future in organized food business

4. THREATS
• Competition has increased as other companies are entering this
sector
• Due to this MTR increased their promotion and its cost raises