MTR Foods Pvt. Ltd acquired Rasoi Magic Foods (India) Pvt. Ltd in April 2011, in line with its plans to expand into the meals segment. Meal mixes is a nascent category valued at Rs 60 crore in 2011 and expected to grow at a CAGR of 45% in the 2012-2014 period.
Sanjay Sharma, CEO, MTR Foods Pvt. Ltd, said, "Rasoi Magic has strong brand equity in west India and our ambition is to build on this and extend it nationally. With this launch, we'll gain a larger share of the consumer's meal space."
Vikran Sabherwal, VP, marketing, MTR Foods, stated, "Consumers prefer the powder format to paste. Rasoi Magic meal mixes are in a powder format and the consumer just has to add fresh ingredients such as vegetables, paneer, milk, etc. Rasoi Magic brings home the magic of popular restaurant dishes such as Paneer Butter Masala, Paneer Makhanwalla and Methi Mutter Malai, and that too in just three easy steps and in just 15 minutes."
The company's range consists of 21 regular dishes and nine no-onion-no-garlic products. A pack of the product serves four and is priced between Rs 36 and Rs 42.
