Asian Journal of Management Cases, Ahead of Print.
MTR brand has a rich legacy of nearly 90 years in the Indian packaged food space, focusing on spices and ready-to-cook/ready-to-eat meals. It was a much loved and revered brand which stood for authenticity and high adherence to quality. Over the years, the target segment of the brand evolved. The new Indian woman went from being a ‘passive supporter’ of the family to a ‘discerning homemake’. She aspired for newness and modernity while guarding authentic cuisines and traditions. MTR wanted to associate itself with this ‘new evolved’ homemaker. While retaining the brand’s authentic core was essential, it was also important to represent the brand as one in tune with evolving tastes. The marketing team needed to figure out what the new brand identity of MTR should be. How best the brand could support the consumer in her different roles? How the brand portfolio could be organized to provide maximum value and how the new identity could be visually represented across its packaging?