Mother's Recipe for Andhra foodies

It may be recalled that Desai Brothers Limited had acquired the brand "Mother's Recipe" from American Dry fruits Ltd. a year back.

Among the Pickles launched in Andhra Pradesh, Desai Brothers launched 5 variants of pickles with Garlic and 5 variants without Garlic. These five variants are: Andhra Avakaya, Andhra Tomato, Andhra Ginger, Andhra Gongura and South Indian Lime.

These variants have been developed keeping in mind the regional tastes of Andhraites, some of whom prefer pickles with Garlic and some without Garlic. The pickles are priced at Rs 19 for 200 gms stand-up pouch and Rs 36 for 300 gm glass bottle.

In addition to this, the company has for the first time launched specially designed 100 gm pouch catering specifically to the Andhra Pradesh market.

The ethnic food business in India is estimated to be more than Rs 4000 "� 5000 crore, which is growing at 15 per cent per year. The ethnic food itself has a wide range of products in its basket.

Desai Brothers Limited has currently focussed on the pickles segment of the ethnic food business which itself is a huge market, out of which only 15 per cnet is in the organized sector.

Announcing the entry of Desai Brothers into ethnic foods business in Andhra Pradesh, Sanjay Desai, the head (food division) of Desai Brothers, said: "The tremendous response that our products have received post launching them in Southern markets like Tamil Nadu and Karnataka has encouraged us to launch our products in important markets of Andhra Pradesh. Mother's Recipe brand, which has a strong brand recall as to connote high quality in the consumer's mind allows us to launch varieties of authentic regional ethnic food products in the markets of Andhra Pradesh. "

Desai Brothers would leverage the national presence of the brand "Mother's Recipe" by targeting at least 300 distributors and 2,50,000 retail outlets across the country during the initial phase of the expansion plan.