Home Progressive Grocer Mother’s Recipe to double sales from online, launches own e-store

Mother’s Recipe to double sales from online, launches own e-store


Mother’s Recipe, the packaged food brand from Pune-based Desai Brothers, has launched its e-store.

The company said it plans to double its sales from the online channel in about a year’s time. From its own platform, the company will also allow consumers access to the firm’s basket of region-specific products from all over India, it said in a statement.

These include traditional cuisine products like Kerala’s Kaduku Mango, Madras Thokku, Andhra’s tomato/gongura, Chettinad Chicken, Malabar Fish Curry, Kerala Roast Chicken or Nawabi Chicken.

“We wanted to provide our consumer with easy access to our entire product range. From the company’s perspective this venture will enable us reach out to a wider segment of consumers,” Sanjay Desai, executive director, Desai Brothers Ltd said.

The company, which will use a centralised warehouse in Pune, will deliver the ordered products via FedEx courier within 5-7 working days.

This is not company’s maiden foray into the online space; it is currently retailing its products through 18 e-grocers such as Big Basket, Grofers, Amazon, Aaramshop, Farm2kitchen, MyGrahak, Callandorder and FreshnDaily, among others.

Mother’s Recipe is eyeing a growth of 30% in the current financial year from a turnover of over Rs. 200 crore in FY15.