Marico - Consumer Products

Mealmaker is a soya foods brand. Mealmaker's current product range includes Soya nuggets and granules with a presence largely in the eastern and southern markets of the country.

Evolution:
With successful refined Oil blend extensions of Saffola and the Low absorb innovation in Sweekar, Marico has more or less fully exploited the range of product offerings in edible oils and is thus entering into non-oil categories. The Saffola- Sweekar franchises, with a strong Health connotation, provide a ready platform for entry in the Healthy Foods segment. Soya foods which have a strong health connect readily fits into this platform. One of the promising categories in this segment is Extruded Soya products with a market estimated to be about Rs. 200 Crores, largely in bulk / loose form. The domestic market for Soya nuggets and granules is growing at around 10 per cent with the branded segment growing at a still faster rate. This offers Marico considerable potential for growth.

In November 2002, Marico, in line with this growth strategy for health care business, entered the healthy foods segment by acquiring the brand Mealmaker from Plastomech Limited, a part of the Indore based Matlani group. The acquisition has provided us an accelerated entry in the Soya foods segment.

Our consumers:
Mealmaker's primary target has been the health conscious consumers. Soya foods are acknowledged the world over for their nutrition and health value, as also for their role in the management of coronary heart diseases. Recently the US FDA authorized claims that food products, which provide consumption of 25 grams per day of Soya protein, can assist in the lowering of cholesterol, and thereby lower the risk of coronary heart diseases.

Progress of Mealmaker:
Marico has more or less completed the back room stabilization for Mealmaker. The product range will be expanded through a slew of other offerings, which may have Soya as the essential ingredient. Marico is currently chalking out the re-launch plans for the brand. In a category, which has seen little investment in brand building and product development, Marico will invest in building the Mealmaker brand, providing value for money to its consumer franchise.

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