Can Ready- to-eat mixes be

marketed differently?

Allen Sanders
Prathyusha Raviprolu
Rohit Rakshit
Ridhima Arora
Sarvagya Nayak
Pankaj
Industry Overview
Ready to Eat (RTE) food was introduced in
India originally in 1987, but the concept
failed initially
However, recently it started gaining
popularity among the Indian consumers due
to various factors such as increasing income
levels and hectic lifestyle among others
In comparison to domestic market, demand
for Indian RTE food products is more in the
global market and players earn a significant
share of their revenue via exports
During 2013, Indian ready to eat market
was valued at around INR 225 Cr.
Industry Overview

MTR Market Share

35%

65%

MTR Others
 Industry Overview

TSMG RTE Growth Forecast

(Figures in Crores)
3500

3000 2900

2500

2000

1500

1000

500
128 225
0
2006 2013 2015
Current Scenario-trends

Quality of food- Video

Just like mothers cooking- Video
Convenience- Video
Engagement- Culture- Video
Convenience
Quick fix for hunger
Limitations of current advertising
Removing the skepticism surrounding the
freshness of RTE foods.

Providing correct and detailed nutritional

information to consumers

High fat and cholesterol content in RTE mixes

Mostly vegetarian meals available

Target Groups
Bachelor
Working Women
Children
Category of ready to eat mixes

Breakfast mixes- Oats upma from MTR, oats

idli, multigrain dosa etc
Main- course mixes- Dal makhani, paneer butter
masala, vegetable pulao, sambhar rice
Sweet mixes- kulfi kesar badam, gulab jamun,
etc
Snack mixes- includes khaman dhokla, muruku
etc
How to target different class of
customers?
Current positioning of ready to
eat mixes

Convenience of consumption
Rapid preparation
Taste
Handy packing
Long shelf life
Reasons for low buying
behaviour
Health concerns
Continous comparison with restauraunts
Limited number of modern retail outlets
Price
Required positioning

Bringing in cheap but nutritional materials like

vegetable pieces, coarse cereals.
Packing should represent the nutritional
attributes and scientifically driven health
benefits.
Micro wave versus cooker
Positioned for males of the family- success of
act -2 popcorn.
 particular the home delivery segment.
cooked meals to read to eat and restaurant food, in to restaurants
Shift the comparison from ready to eat and home
customer. Prices- Compared
The price of the product is a huge concern for the
Customers have a negative perception about how healthy health aspect
these products are.
Focusing on these aspects would appeal to the analytic
Focus on the
personality type
population
Current product is targeted towards the Indian house wife
Working population is at large ignored
Target working
product range
Limited to mostly Indian recipes
Lack of Non-Vegetarian options in the product range
Expand the
Recommendations
Thank you!!!
 Videos which we can show-
http://www.youtube.com/watch?v=1m1uiSkPzK0
(variety)
http://www.youtube.com/watch?v=nsL5kOr0FVA
(talks abt mtr brand image change)
http://www.youtube.com/watch?v=AiZmzMdQfiQ-
(adventure)
http://www.youtube.com/watch?v=Rw-LHDov2lA-
variety