Mavalli Tiffin Room {MTR}

A BRAND HISTORY
By Rohit Gunwani , 547

MTR : A TRUSTED BRAND

INTRODUCTION
OVERVIEW OF THE ORGANISATION And Company Profile

Mavalli Tiffin Rooms, known more popularly as MTR, was started in 1924. It was set up near Lalbagh Fort by two brothers, Yajnanarayana Maiya and Ganappayya Maiya who came down from a place called Parampalli, near Udupi. In 1936 Ganappayya Maiya decided to go back to Parampalli and Yajnanarayana Maiya assumed full charge of the restaurant. It was originally called Brahmin's Coffee House', but the name was changed when it was shifted to a bigger premises in 1960.

In 1950,Yajnarayana Maiya undertook a European tour to see for himself how restaurants in other parts of the world functioned. The cleanliness and hygiene there opened his eyes. He resolved that MTR would adhere to the same standard

of cleanliness. He distributed small booklets on health, proper eating habits and recipes. He introduced the system of sterilization of kitchen items. He also introduced the system of opening up the kitchen to the scrutiny of any customer who was interested. In fact, for a long time customers entered the restaurant through the kitchen so that by default they saw with their own eyes the hygienic methods of food preparation.

In 1968 Yajnanarayana Maiya passed away and the reins of the restaurant was taken over by his nephew, Harishchandra Maiya. Yajnanarayana Maiyas son, Sadananda Maiya also joined in a few years later.

In 1976, when the Emergency was declared, the government called five of the most well known restaurants in the city including MTR and told them that they had to reduce the prices of the food at their restaurants according to government approved rates, to bring it within the reach of the common man. The prices of the items were to be the same in all the restaurants. Some restaurants paid up, others started compromising on the quality. MTR did neither. MTR kept the quality of the food as high as ever and put up a board stating the losses for the day outside the restaurant. MTR continued in this way for 16 days. On the 16th day it closed down. During this time, MTR opened a small departmental store next to the hotel and started making and selling mixes for rava idli and other items. The restaurant opened again once the Emergency was lifted.

In 1994 the company split into two divisions. The packaged food business was

taken over by Sadanand Maiya and the restaurant was continued by Harishchandra Maiya. MTR Foods, the packaged food division was sold to Orkla of Norway in 2007. Today the MTR restaurant still stands in the same place it did 50 years ago. In 1999 Harishchandra Maiya passed away and the business was taken over by his eldest daughter, Hemamalini Maiya. There is a sweets and an egg-free bakery division as well. There is also a sandwich parlor next to the hotel.

The restaurant opened its first branch in 2004, a small fast food outlet near Sheshadripuram in Bangalore. Thereafter, two more branches have opened in Bangalore a fully fledged restaurant in Rajajinagar and one in Hebbel. The restaurant did not serve alcohol and took only cash. MTR, as the restaurant was known, had a reputation for savory food and high standards of hygiene. It became a favorite with politicians and movie stars, yet the restaurant showed no favoritism, and the VIP's waited in line like everybody else. The restaurant, which still exists but is not part of MTR Foods Ltd., also became a favorite dining spot for tourists in Bangalore. In 1951, MTR was one of the first Indian restaurants to introduce steam sterilization, furthering its reputation for cleanliness. The popular eatery later branched into catering.

It is famous for the owners passion for perfection and the super quality of its south Indian cuisine. The legacy of purity and perfection continues at the eatery, now called MTR restaurant. The companys products are known for its unique unmatched taste, purity and quality. The employees play a vital role in achieving

the quality and following hygienic practices. It is interesting to sell organism full of high performance MTR Foods Ltd is amongst the top five processed food manufacturers in India. They manufacture, market and export a wide range of packaged foods to global market that include USA, UK, Australia, New Zealand, Malaysia, Singapore, UAE, and Oman. MTR is very proud of rich heritage, their tradition of food and hospitality began in 1924 with the establishment of the Mavalli Tiffin Room by the Maiya family in Bangalore, India. This restaurant is a city landmark today people still stand in a quee to savour its unique, completely authentic dishes. Over the years MTR has hosted many distinguished personalities who dropped by the excellent coffee and the stimulating conversation. Culinary secrets have been protected and handed down over the generation and their food is based on truly authentic recipes from their region of origin. MTRs journey to Indias premier, processed food company has been marked by innovation and the adoption of new technology, every MTR product will be always embody of tradition of unmatched taste, purity and quality. MISSION The mission of the company is to provide authentic Indian food experience to the consumers across the world.

VISION

The vision of the company is to grow profitably to be 100 million dollar company by 2010 and to be among the top 5 processed food brand in and from India.

STRATEGY In terms of principles Launch all products under MTR market branch. Operate only in categories in a market where MTR is among top three plays in that category. Operate only in value added foods market. When commodity driven processed foods market like teal oils. Sell only vegetarian products under MTR branch. Set industry standard for hygiene and Food safety. Us the route of organic growth as well as acquisitions.

MTR THE TRUSTED AND HOUSE HOLD NAME

100% Natural MTR products are 100% natural do not contains preservatives and use only the finest, most authentic ingredients. Unparalleled Taste and Flavour

Every sector of food divisions Instant mix, Ready to eat Dish, Pickles or Soups, Ice creams all MTR products are known for their mouth watering Home-cooked taste. Uncompromising Quality MTR is ISO 22000 and HACCP certified company. Maintains quality standards from sourcing ingredients to processing and packaging.

Technology Use of the latest technology to preserve the quality standards from sourcing ingredients to processing and packaging. Use of Technology award from Defense Food Research Laboratory for Ready To Eat products has won the Presidents award. Vegetarianism All MTR products are 100% vegetarian. MTR PRODUCTS PROFILE

Soups, Ready To Eat, Frozen Foods, Rice Meals, Spice Powders, Instant Sweet Mixes, Instant Snack Mixes, Ice Cream Mixes, Masala Powders, Chips & Crispies, Vermicelli, Papads, Pickles, Ice Creams. Soups - Babycorn & Spring Onion, Spicy Tomato, Mixed Vegetable, Simply Tomato, Mulligatawny, Spinach & Carrot. Ready To Eat - South Indian, North Indian, Snacks etc.

Frozen Foods - Combo Meals, snacks, Parathas etc. Rice Meals - Bisibele Bhath, Rajma Chawal, Diet Delite, Rasam Rice, Jeera Rice, Rice. Spice Powders - Turmeric Chilli, Coriander Jeera, Black Pepper. Instant Sweet Mixes - Gulab Jamun, Badam Burfi, Badam Feast, Chocolate Burfi, Kaju Burfi, Vanilla Burfi, Vermicelli Payasam. Masala Powders - Instant Sambar Mix Sambar Powder, Instant Rasam Mix Rasam Powder, Madras Sambar Powder, Madras Rasam Powder, Pav Bhaji, Potato Sagu, Pulao Puliogare, Chutney Powder, Bisibele Bhath, Vangibhath. Sambar Rice, Lemon Rice, Tamarind Rice, Masala Rice, Tomato

BRAND BUILDING ACTIVITIES For many years, the entrance to the restaurant was through the kitchen to enable the patrons to get satisfied with the cleanliness in the kitchen before actually eating the food Chandrahara is an exclusive sweet served only on Sundays. It was invented by Yajnanarayana Maiya. When he first made it he did not know what to name it. At that same time there was a movie called Chandrahara running in a theater next to the restaurant. He decided then that the sweet should be named Chandrahara!

AWARDS

Bhargava Prashasti from Dakshina Kannadiga Vedike. K.M Karanth Award. SANMANA PATRA award from Central Excise for outstanding revenue performance for the year 2001-02. 2004- Karnataka Commercial taxes Department has awarded as honest tax payer. Life time award 2004 from all India food processing association. Certificate of merit for excellent for excellent export performance during the year 2004-05 from APEDA Ministry of commerce and Industry, Government of India. 2005- Best Vegetarian processed food 2005- Peta Proggy award from people for the ethical treatment of animals. Use of Technology award from Defense Food Research Laboratory for Ready To Eat products has won the Presidents award. Narasimha award from Koota Mahajagath.

Brand identity MTR, as the restaurant was known, had a reputation for savory food and high standards of hygiene. A favorite with politicians and movie stars, yet the restaurant showed no favoritism, and the VIP's waited in line like everybody else.

In 1951, MTR was one of the first Indian restaurants to introduce steam sterilization, furthering its reputation for cleanliness.

KAPFERERS BRAND PRISM

SELF IMAGE Constantly look for new and better ways delight to customers To be an indispensable companion in every kitchen to help create authenticated delicious Indian food PHYSIQUE Conviction and courage to lead

CULTURE Energy and Excitement at work

RELATIONSHIP Trust, strong bonding

PERSONALITY Taste and Quality

REFLECTION Give, Receive and seek feedback without bias /prejudice (regardless of source)

Bibliography: http://www.rediff.com/travel/1999/aug/12mtr.htm http://en.wikipedia.org/wiki/Mavalli_Tiffin_Room www.mtrfoods.com

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