Mother’s Recipe pioneers packaging innovation for cooking paste category; introduces the Ginger

The Demand for convenient and innovative packaging has become integral for any new product launch. Keeping consumer satisfaction & convenience as the aim Mother’s Recipe, recently launched their Ginger Garlic Paste in an innovative 300gm Tub pack.

Currently, Ginger Garlic Pastes are available in standee pouch, spout standee pouch, glass bottle, plastic bottle, tube packaging & pillow pouch. Mother’s Recipe is the first brand to introduce this innovative packaging which will offer ultimate convenience, zero wastage, easy storage and authentic taste to consumers.

Speaking about the new launch Sanjana Desai, Head - Business Development, Mother’s Recipe and ELMAC brand said, “A key principle for modern product packaging is that the easier it is to use a product, the more likely it will be accepted by consumers. The demands of the FMCG segment are evolving every- day and consumers are seeking convenience and better packaged products. As a result, we need to continuously innovate in line with the growing consumer expectations while providing our customers with only the best quality & tastiest of products. Our new Ginger Garlic Tub is in line with our aim to liberate our consumers, help them save time and provide convenience while maintaining traditional taste.”  

“We have always given utmost priority to consumer convenience and product quality while developing new products. The spout packs had added some convenience in the category, However, retaining the authentic taste of the paste and reducing wastage was a challenge. The new product packaging addresses these issues providing authentic taste without any preservatives (NO sodium benzoate {chemical preservative}) and absolutely zero wastage, as consumer can scoop it out as per their requirement & store it easily.” Sanjana added.     

An essentialingredient in Indian cuisines, the cooking-paste market is estimated at Rs 150crore and is growing at 30 per cent. Mother’s Recipe products are categoryleaders in most of the categories and market shares vary from 25% to 40%. InCooking paste segment, Mother’s Recipe is one of the leading players commandinga market share of 18% based on Euromonitor estimates. With the launch of thisnew packaging, we expect to grow our market share to at least 22% in the firstsix months.

The productis available in 300 gm for Rs.59 across all hypermarkets, local stores andMother’s Recipe exclusive outlets and e-store ( with all the leading e-grocery platforms


Recent studiesalso show that packaging plays almost three times a bigger role in influencingcustomer satisfaction and repeat purchases in developing markets such as Indiacompared to the US and Japan. While 71 per cent consumers in India saypackaging is important to their overall product satisfaction, 24 per centconsumers in the US feel the same way.


Easyconvenient Tub Packaging – aroma sealed & Spill proof

The tub hasa Modern, trendy & premium look with good quality food-grade plastic

Inductionsealed Pack to retain Freshness

Consumer canscoop the required Ginger Garlic Paste from the Tub through a Spoon and use theexact amount required.

Zero wastage– No wastage at corners like a spout pack

Availableacross all major retail stores and online platforms in 300gm pack for just Rs.59

NO sodiumBenzoate (chemical preservative) used.

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