Business

Emami launches ‘MANTRA’, a new brand for Spice to add more categories soon

Targets a revenue turnover of Rs 700-1000 crores in the next 5 years, Unique Cryogenic Technology grinds spices at temperatures from zero to minus 50 degrees Celsius Distribution Reach of 2 lac retail outlets by FY23 Revenue target of 15% from Modern Trade and E-commerce platforms

Emami Agrotech Ltd, the branded food manufacturing arm of the diversified business conglomerate Emami Group today announced the national launch of Mantra Spices under its widely popular Emami Healthy & Tasty brand.

Emami Healthy & Tasty Mantra offers a distinguishably designed range of pure & blended powder spices and tastemakers. These are manufactured in a state-of-the-art facility in Jaipur, Rajasthan using Cryogenic Grinding Technology. The spices are ground at temperatures ranging from zero to minus 50 degrees Celsius. This allows Mantra spices to retain the essential natural oils of at least 95%, thus offering superior colour, flavour, and aroma. Spices available in the market today are mostly ground using a traditional process that involves heating upto 70 degrees Celsius, allowing them to retain the essential oils upto only 40%.

The brand has received the “Superior Taste Award” from the International Taste Institute of Brussels (Europe) for its excellent quality of spices. Additionally, Mantra’s blended variety of spices comes in zip-lock packs to preserve the freshness and aroma for a longer period.

Emami Agrotech has curated the Mantra Masala range to tantalize consumers’ taste buds with a wide variety of pure spices in expansive categories, including Haldi (Turmeric), Mirch (Chilli), Jeera (Cumin), Dhaniya (Coriander) powders and as well as blended spices.

like Garam Masala, Meat Masala, Chicken Masala, Pav Bhaji Masala, Chhole Masala, Chaat Masala, Sabji Masala and Hing. Other spices like Sambar Masala and Kashmiri Lal
Mirch will be added soon. The Company plans to introduce Tastemakers in the national market in the next phase.

“Following the successful West Bengal launch of Mantra Spices, this is a critical step for Emami Healthy & Tasty to strengthen its presence in the national market. We plan to expand our footprint across 2 lac retail outlets by the end of this year and 5 lac outlets in the next 3 years and will have a significant presence in modern trade and e-commerce channels. We are also bullish on achieving our revenue target of Rs.700-1000 crores in the next 5 years for Mantra.”

Mr. Krishna Mohan Nyayapati, Director, Emami Agrotech

Mr. Debasis Bhattacharyya, President, Marketing, Emami Agrotech Ltd, added, “Mantra, backed by the strong brand equity of Emami Healthy & Tasty, has become a sought-after spice brand in West Bengal. With its unique brand proposition of cryogenic grinding, the brand offers superior colour, taste, and aroma. We have aggressive marketing plans to promote the brand across all platforms and hope to capture the minds and hearts of our consumers in our target markets very soon.”

Mantra Masala will be available in different pack sizes ranging from 8 gm to 200 gm at price points ranging from Rs 5 to Rs 110.

About Emami Agrotech Ltd

Emami Agrotech Limited, an Emami Group Company, is in the business of branded food manufacturing. The Company is involved in producing and selling branded Edible Oils, Specialty Fats, and Vanaspati.
Today the Company is a cherished name in the edible oil industry with a turnover of over Rs 18000 crores. Besides edible oil and specialty fats, the Company has recently ventured into branded spices & tastemakers and processed food categories. Emami Agrotech manufactures well-known edible oil brands like Emami Healthy & Tasty and Himani Best Choice, Vanaspati brand Rasoi & Specialty Fat brand Bake Magic. The Company is also into organic farming and the cultivation of commercially viable crops through contract farming.
Emami Healthy & Tasty cooking oil, one of the fastest growing edible oil brands in India, is one of the most sought-after and trusted brands in the mid-premium category. The Company announced its foray into the spice category recently with the
Launch of “Emami Healthy & Tasty Mantra”, a range of pure & blended powder spices and tastemakers, followed by its entry into the processed food category through the launch of Soya Chunks under the Healthy & Tasty brand.
Emami Agrotech Ltd (EAL) has its state-of-the-art manufacturing facilities at Haldia, West Bengal; Krishnapatnam, Andhra Pradesh; Jaipur, Rajasthan and Kandla, Gujarat, with a total manufacturing capacity of around 12,000 tonnes per day. The production units also house well-equipped R&D Centres with advanced testing facilities to ensure the products are compliant with national and international quality standards.
This article was shared with Prittle Prattle News as a Press Release.
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