Page 70 - Images Retail January 2018

DYNAMICS

for our ginger garlic paste. Over the last decade or so,
When we see Mother’s people do not make pickles
Recipe entering the segment at home anymore. Lack of
of ready to eat and ready knowledge, paucity of time
to use, it makes us think if and availability of proper
they are deviating from their open space can be attributed
core product line – that of as major reasons for this pegged at `275 crore. Th e that the venture has already
pickles. But then that is not change. Th is off ers huge RTE meals market is currently broken even with sales of
the case. Desai explains, market potential and has valued at `23 crore. It grew `1.4 crore in its fi rst year of
“Mother’s Recipe as a brand resulted in increased demand at a compounded annual operations. Khorakiwala shall
was synonymous with pickle for packaged pickles in India.” growth rate of 3-5 percent in be opting for the franchise
and has always enjoyed a According to her, pickle the last fi ve years.” model of operation and the
strong brand recall. With as a category in the retailing Ensuring that the new age cities being targeted are
consumers being more open space has undergone a huge customer is well tapped, Jaipur, Kolkata, Ahmedabad
about experimenting new transformation both in terms Desai Brothers have gone and Mangaluru.
and diff erent cross-regional of product off ering and ahead to launch their very We recently saw the
own portal as well. Desai opening of international
shares, “Yes, we do have coff ee chain Papparoti in
an online store from where Mumbai. With a presence in
people can view and order over 32 countries, Papparoti
their favourite items – www. set its foot in India getting
shop.mothersrecipe.com. All inspired by the prevailing
our Pickle Pouches, Papads, bun and tea culture and
RTC’s, Masalas and Instant it seems to be betting bit
Mix ranges are available on on the response the chain
our websites as well as on would receive in the country.
other e-commerce platform. Bengaluru and Chennai
Our presence on all relevant shall soon have an outlet of
e-grocer sites and our own Papparoti each.
fl avors, we have seen a great packaging. From standard e-commerce site has helped When it comes to cafes, fast
traction for region specifi c range of pickle to region us increase our depth of food joints, restaurants and
packaged pickles. Mother’s specifi c variants to now product availability.” especially ice-cream parlors,
Recipe was the fi rst brand exotic pickles, in line with majority of the players opt
to off er consumers several the ever-evolving consumer Eating Out Culture and for the franchise model
variants of region specifi c preference. Also, from the Changing Dynamics
pickles, with recipes sourced packaging perspective To talk about the ‘eating out’
locally and made in the most the products which once options, each street today has
traditional way without any use to be retailed through at least one fast food joint or
chemical preservatives.” glass bottles jars has seen a fi ne dining restaurant or an
She further adds, “Th e innovative and convenient ice-cream parlour/café. Little
consumption of pickles has packaging like pouches, pet wonder we see names like the
changed over time, Pickles jars and sachets. She says, Burmans’of Dabur fame and
used to be considered as an “Online retailing has the Khorakiwalas entering into
essential element of everyday advantage that people can this segment.
meals. Consumption was order and try pickles that they Huzaifa Khorakiwala is
higher, and a meal used are used to, or newer fl avors working on a startup which
to be incomplete without that may not be available in is rolling out chain of cafes. 2018 IS GOING
pickles. Today’s generation their respective areas. So yes, According to a news report,
sees pickles as an occasional the demand for exotic pickles the venture, Peace Mission, TO BE A BREAKOUT
usage product. However, the has defi nitely gone up.” promoted by him, has opened YEAR FOR THE
exposure to various cuisines Sharing numbers on its fi rst outlet at Wockhardt ONLINE GROCERY
has ensured that they are the market size for various Hospital in Mumbai. Th ese INDUSTRY WITH
consuming more variety and categories within the ready cafés, called as Peace Cafes, THE CONVENIENCE
newer fl avors and want to to eat segment, she says, will not just serve delicacies BENEFIT GIVING WAY
experiment with food. Also, “Research data from Nielsen for the stomach but they
with changing times, the suggests that, the breakfast will also retail specially TO VALUE BENEFIT.
traditional pickle making mixes market is growing at themed gifts like apparels – Albinder Dhindsa
as an art is slowly dying. 17 percent and is currently and accessories. It is believed Chief Executive Off icer, Grofers

70 | IMAGES RETAIL | JANUARY 2018