The range has been developed on the basis of extensive knowledge and legacy in ethnic Indian food, along with the consumer insight that Idlis and Dosas are different products and hence the same batter cannot be utilised to make both.
A superior-quality range of products under the brand’s hyper-convenient Minute portfolio, the new fresh batter formats will be available in three distinct variants. The idli and batter are priced at Rs 75 each. The company said that 16 idlis and 12 dosas can be prepared with one pack. The MTR Signature Dosa batter is also priced at Rs 75 for 12 dosa.
Sanjay Sharma, CEO, MTR Foods Pvt. Ltd., said, “The surge in this category post the lockdown cemented our decision to introduce the Minute Fresh range of Idli, Dosa and MTR Signature Dosa batters this year. Owing to the unique demands of the fresh category, we have started a customized manufacturing unit, cold chain with a dedicated sales team that will cater only to MTR Minute Fresh. We are confident about the success of this new addition to the MTR portfolio.’’
Based on an extensive consumer study, the company understood that the consumer wants convenience without compromising on authenticity and taste. This insight led to the development of separate batters for Idli and Dosa.
Anupam Nair, general manager, MTR Foods, said, “We developed the products and tested them with the consumer at every step, to create the three variants. Today we can very confidently state that these products will deliver to our consumers the same taste of home-ground idli and dosa batters.”
