Chennai: MTR Foods Pvt. Ltd. – a trusted name with 85 years of heritage in authentic Indian vegetarian cuisine, is entering the Tamil Nadu masala market with authentic pounded masalas. Three products, Sambar, Rasam and Kulambu masalas have been specially developed keeping the palate of the Tamil Nadu consumer in mind.

On the occasion of this launch Mr. Sanjay Sharma CEO, MTR Foods Private Limited said “For MTR Masalas is an extremely important category. Tamil Nadu is the biggest organized Masala market in India and thus it was logical for us to enter this exciting market.” MTR enters the market with a promise to help consumer rediscover the authentic taste of Sambar along with other favorites as its masalas are made with the real pounding process.

“Current local players in TN have chosen the least cost route to deliver masalas to their consumers by using grinding method of manufacturing. We enter this market with a promise of providing best possible quality products by using the best ingredients and follow the genuine process of pounding to make the masalas.” added Mr. Sharma

Pounding is extremely important part of the manufacturing of masalas as it helps retain flavours and aroma. While the process is more expensive than the cheaper grinding technology adopted by other players, MTR does it because it is the most authentic way to produce masalas.

MTR Foods has done multiple rounds of consumer research with over a thousand consumers to understand their habit and needs and thus it took the company a year to finalise the product offering which went through rigorous consumer testing.

As MTR Foods is looking to become a big player in the masala market of TN, this launch is being aggressively supported with an aggressive marketing campaign.

According to Mr. Vikran Sabherwal, Vice-President, Marketing, MTR Foods: “We have a strong consumer insight that consumers are looking for authenticity from their masalas, thus we feel that our offering will fulfill this consumer need and hence we are backing this product launch with an aggressive marketing program which will have elements like TV and print advertising, in store activations, extensive sampling and outdoor advertising.”

These masalas will be widely available in different parts of Tamil Nadu in 20gm, 50gm, 100gm and 200gm packs.