MTR begins new brand journey

MTR begins new brand journey

 Indian packaged food giant MTR Foods, a subsidiary of Norwegian conglomerate Orkla, unveiled its new brand identity and strategy on Tuesday, as it drives its way into the future.

The said new brand identity involves, above all, a new contemporary logo and packaging, which the company has stated as personifying the transition to an innovative and relevant brand.

As a part of its growth strategy, the company also announced the opening up of its new eCommerce site that will give consumers a clear access to the entire range of the company’s more than 140 products.

“As part of our growth strategy for the next four years, we are looking at a revamped communication strategy with increased emphasis on digital technologies. We have planned to make MEGA innovations that are category-disruptive, a part of our ongoing strategies going forward,” MTR Foods Chief Executive Officer Sanjay Sharma said.

The company is also looking at investing Rs 200 crore in the next three years on increasing capacity from the current 45,000 metric tonnes to 72,000 metric tonnes, besides increasing distribution three-folds over the next four years.

“We will continue to contribute to the growth of the MTR brand with seamless transition of best practices and consumer insight,” Orkla Foods Executive Vice President and CEO Atle Vidar Nagel-Johansen said.

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