How Prakriti by MTR adds to their spice quotient
MTR Foods has launched 'Prakriti', a digital-first brand focusing on high-quality, single-source spice powders. The company emphasizes regional sourcing and small-batch production to cater to discerning consumers in metropolitan areas.
Why it matters
The move reflects a broader trend of legacy food brands pivoting toward premium, sustainable, and e-commerce-focused business models.
“Despite the diverse spice consumption and regional dishes to be found in India, at the heart of everything is chili, turmeric, and coriander. And we wanted to bring out the best version of these condiments for consumers,” says Sunay Bhasi, CEO of MTR.
“Over the past few years, we have seen a steady rise in discerning consumers, especially in metros, who are willing to pay for the best quality, and that laid the seed for MTR’s Prakriti.”
Prakriti is MTR’s first ever digital first brand and currently offers four select spice powders. Launched in October last year, “for digital natives” it is available on all e-commerce websites as well as direct-to-consumer platforms.
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