Scrip Symbol: ORKLAINDIA
Product Portfolio Expansion
MTR Foods, a business unit of Orkla India Limited, has launched 8 new sweets products, expanding its total portfolio to 27 offerings. The expansion includes traditional favourites, ingredient-led innovations, and differentiated formats.
New Product Details
The expansion builds on MTR's iconic Mysore Pak and Gulab Jamun products:
Mysore Pak Portfolio Expansion:
- Milk Mysore Pak
- Kaju Mysore Pak
- Jaggery Ghee Mysore Pak
- Jaggery Ghee Coconut Burfi
- Ghee Dry Fruit Burfi
- Mysore Pak Date Bites (latest innovation combining Mysore Pak with dates and dry fruits in a two-layered format)
Gulab Jamun Portfolio Expansion:
- Dry Jamun
- Kala Jamun
- Kesar Badam Gulab Jamun
Strategic Context and Consumer Trends
The expansion addresses evolving consumer preferences where:
- Traditional sweets continue to hold integral place in celebrations and culture
- Consumers seek greater variety, new experiences, mindful ingredients, and formats suited to different lifestyles and occasions
- MTR aims to expand category possibilities by taking iconic products into newer formats and consumption occasions
Distribution and Availability
The new sweets range is available across top metro cities through:
- Quick-commerce platforms
- Leading general trade outlets
- Modern trade outlets
Marketing and Brand Building
MTR is running the 'India's Sweetest Language' campaign that includes:
- Storytelling
- Books
- Live experiences
- Immersive activations
The campaign celebrates the role sweets play in expressing emotions, marking occasions, and bringing people together.
Management Commentary
Sunay Bhasin, CEO of MTR, commented: "At MTR, innovation begins with understanding how consumer preferences are evolving. We are seeing strong momentum in the sweets category, supported by a growing demand for products that combine tradition with contemporary relevance. Sweets are becoming an increasingly important pillar of our business, and our focus is on creating new ways for consumers to enjoy familiar favourites. Through new formats, ingredient-led innovations and differentiated consumption occasions, we are bringing our iconic sweets such as Mysore Pak and Gulab Jamun to a wider audience across the country, while staying true to the taste, quality and convenience that define MTR."
Company Background
MTR Foods is a business unit of Orkla India Limited and is described as one of India's most trusted food brands with a legacy spanning over 100 years. The company offers products across categories including breakfast mixes, spices and masalas, ready-to-eat, beverages, sweets, and others.