1. MTR Foods Ltd.

2. Presentation Structure
MTR Foods Limited

3. Today’s Menu Presentation Structure Our Company Our Products
Our Credentials

4. Our Company-Heritage
Founded in 1924; Started as a family restaurant which grew to become a tourist attraction in Bangalore - the Silicon valley of India
Restaurant considered to be gold Standard for hygiene,purity of ingredients used & great tasting products. To date consumers still wait in a Queue to gain entry into the restaurant
Unwavering obsession to Quality.
Restaurant took extreme step of shutting shop rather than compromising on quality to reduce prices in line with Government order.
MTR Foods today carry forward the same Culture of quality orientation, hygiene & providing great tasting products , thereby delighting millions of consumers across the globe with an “Authentic Indian food experience”
Scenes
From
History

5. Our Company-Today
MTR Foods is a well known, diversified food company, with an exhaustive product line that includes spices, instant mixes, ready-to-eat foods and vermicelli
Company on a rapid growth path, now a USD 50 million company. Growth rate of 30% annually over the past five years
Market leaders in ‘Ready-to-Eat/Heat & Eat’ curries & meals in India. No 1 or No 2 across number of countries. Continues its tradition as provider of pure and perfect meal solutions
Offers a wide range of convenient vegetarian Indian food products; now available globally, including USA, Canada, UK, Europe , Middle East, Asia, Australia & New Zealand
Among top 5 value added Food brands in India

6. Our Company-Today

7. Our Range of Products
Our wide range of Products offer Complete meal solutions for all times of the day
The Product Range
Ready to Eat range of curries & meals in retort ambient stable packs. Over 45 individual variants.
Frozen Products-Snacks/Indian Bread/Tiffin range. There are over 22 products in the range
Cooking Sauces in retort pouches. Currently the range has 6 variants
Range of Instant dry mixes to prepare Indian snacks & desserts. 60 products in this category
Spices & Blended Masalas.
Varieties of Papadoms, Pickles & Chutneys
Pastas like Vermicelli & Macaroni
Authentic Indian Curries
Instant Mixes
Authentic Indian Rice Meals

8. Our Credentials - Culinary Expertise
Expertise built by serving high quality food for 8 decades.
Strategic linkages with culinary experts of different regions to provide authentic food of the region
Driven at the highest level by the Chairman & Managing Director, a renowned culinary expert

9. Farm to Fork Quality Assurance – MTR controls entire value chain
Consumer
Web based feedback
System
100% Traceability with
SAP ERP system
Sourcing
Tie ups with farmers to grow exclusively for MTR
Quality control begins
at Farms
Manufacturing
Integrated Facility with 100%
In house manufacturing
State of the art testing
equipments
GMP in place.HACCP &
ISO 9001:2000 certified

10. Technology Leader with strong Innovation Capabilities
Technology Core competency of the Company
-Unique manufacturing processes which blends traditional cooking with modern technology to deliver homemade authentic flavor & taste
Example: Pounding of spices for better flavor retention vis-à-vis grinding
-Full fledged R&D centre with state of the art equipment & team of qualified Food Technologists
Acknowledged Technology Leader in Retort technology : Winner of number of technology awards including Indian Prime Minister’s award for best use of technology for the benefit of consumers
Retort technology was pioneered in India by the DFRL(Defence Food Research Laboratory). We commercialized this technology used for the manufacture for consumer products as well as meal kits for the Indian Army.
Pioneers in launching range of Ready to Eat/Heat & eat dishes & Meals & Instant Dry Mixes to prepare snacks & sweets. On an average 15% of year’s sales are from SKU’s launched in 3 years underscoring company’s Innovation capability
ISO 9001:2000 & HACCP certified Factory.Working towards EFSIS accreditation

11. Global Foot print

12. Presentation Structure
Global Availability
Presentation Structure
MTR Foods Limited
Leading player in all these markets, with dominant position in Ethnic channels.
Key supplier to Sharwoods. Sharwoods have developed the Indian simmer sauces with us. All Spices and Spice blends are supplied by MTR
MTR develops and manufacture frozen foods for Centura Foods(Holding company for Sharwoods to place in Marks & Spencer, UK.
Besides the ethnic channels, MTR products are currently available in:
ASDA – UK (Private label), TESCO – UK (Private label)
RALPH’S, WEGMANS, PATHMARK, SHOPRITE, FARMERS – USA
CARREFOUR (Wal-Mart & Aeon), COSTCO, JUPITER, LIFE, SHELL GARDEN, OFFICE DEPOT, Donqi Jotei, LalaMart, Santoku, Nissin World Mart,Carnival, Mediya, Seizo Ishi, Queen's Isetan, Odakyu OX, Kinokuniya, Pocket Mart - JAPAN
COLD STORAGE & MOHAMMED MUSTAFFA – Singapore
Negotiations are also underway with Wal-Mart and Whole Foods in the USA

13. MTR in Australia Presentation Structure
Entered Australia in the year 2000
Entire product range available in Australia
Available in ethnic stores across the country
Current Sales turnover in Australia is A $ 1.5 million
Share of Ready to Eat in this turnover A $ 1 million
Current rate of growth YOY: 25%

14. Presentation Structure
The Australian Market: Ethnic Foods Opportunities
Presentation Structure
Increasing awareness in Australia about different cuisines because of greater overseas travel & Migration.
Ethnic Foods are the fastest growing category with the largest potential for growth.
Companies that are venturing into ethnic foods are Masterfoods, Goodman Fielder, Smith’s & Snack brands
Indian Foods are the fastest growing segment in Australia particularly in western Australia with sales 28% above the national average
(Source: Ethnic Foods Market report published by Key Note)

15. Presentation Structure
The Australian Market: Ethnic Foods Opportunities
Presentation Structure
Australia is the 2nd most favoured destination for Indian Students behind the United States. (Source: The Times of India Education Supplement)
Australian Universities are aggressively recruiting Indian students
Indian students enrollment in 2004 over 20,000 (Source: Australia Education International)
Australia is the most favoured migrant destination after Canada
Indians are second largest immigrants behind the British.
Immigrants are professional drawn predominantly from the IT services and Financial Sectors. Preferred re-location destinations are New South Wales & Victoria.

16. Products for Placement
Presentation Structure
The increased awareness of the local population has resulted in consumers demanding an authentic experience when they buy food.
The immigrant as he moves up the economic ladder, moves away from the ethnic channel and becomes increasingly mainstream. He still wants food he is familiar with but now matches local tastes and influences
The primary driving force behind the growth of ready to eat food is that the mindset towards food is changing. Convenience is now the keyword.
Eating habits are changing rapidly and even fast-food consumption is now a part of everyday life
The MTR range of Indian curries & MTR Indian meals has been developed to bring consumers Ready Meals adapted to a western palate without losing any the distinctiveness of being completely Indian.

17. MTR - Indian Curries Presentation Structure
Net Wt: 300gm. Inner’s per carton: 4 (6 x 300gm), Units per carton: 24 x 300 gm Shelf Life: 24 months

18. Presentation Structure
MTR - Indian Curries
Presentation Structure
Net Wt: 300gm. Inner’s per carton: 4 (6 x 300gm), Units per carton: 24 x 300 gm Shelf Life: 24 months

19. MTR Indian Meals Presentation Structure Net Wt: 400gm
Contains 2 microwaveable pouches of 200gm each
Inner per ctn: 4 (6 x 400gm)
Units per ctn : 24 x 400gm
Shelf life: 24 months

20. Product Characteristics
Presentation Structure
Range is packed in microwaveable Pouches, thereby ensuring freshness. Products are Ready to eat in 2 minutes
Amazing combination of convenience, taste and variety
Ambient Stable with a shelf life of 24 months
Recipes are drawn from All time Indian favourite curries and meals. All curries & meals are universally recognized.
Range is Authentic in terms of Flavour and ingredients used. Hotness has been reduced to suit the Western palate.
Ingredients used are 100% Natural and can be traced back to farm. Do Not contain artificial flavors or preservatives
All products and their ingredients are traceable
Manufacturing is state of the art and conforms to BRC standards. Formal BRC / EFSIS accreditation will be achieved by Dec 2005

21. Suggested Product Range for Ready to Eat Presentation Structure
Indian Curries
Dal Makhni
Black lentils simmered with butter in true Mughlai tradition
Channa Masala
Wholesome Chickpeas cooked in a tangy, piquant sauce
Paneer Makhni
Tender chunks of cottage cheese un a rich tomato gravy
Paneer Butter Masala
Tender chunks of cottage cheese cooked in a rich butter sauce
Navrathan Korma
Vegetables and fried fruit cooked in a rich, creamy gravy – a dish for kings
Palak Paneer
A delectable combination of tender chunks of cottage cheese and fresh green spinach

22. Suggested Product Range for Ready to Eat Presentation Structure
Mixed Vegetable curry
The goodness of vegetables in a delicious, satisfying curry
Shahi Paneer
Chunks of cottage cheese in a mouth watering gravy, cooked in true mughal tradition
Dal Fry
Yellow lentils seasoned with aromatic spices – an integral part of every indian meals
Peas & Mushroom
Fresh green peas and button mushrooms in a delightful gravy
Rajma Masala
Red Kidney Beans in a hearty sauce –all time north Indian favourite
Pav Bhaji
A rich combination of potatoes and vegetables cooked in popular Mumbai style
Bhendi Masala
Okra cooked with just the right blend of spices

23. Suggested Product Range for Ready to Eat Presentation Structure
Vegetable Pulao
A delicious , wholesome medley of rice, vegetable and spices.
Masala Rice
Rice flavored with a bouquet of aromatic spices and enriched with mix of vegetables
Indian Meals
Jeera Rice & Dal Makhani
A delicious duo of cumin rice and curried lentils
Peas Pulav & Veg Korma
A delicious duo of spiced vegetable rice and subtly flavoured curry

24. Brand Comparison Presentation Structure MTR Indian Curries / Meals
Competition: Curries/ Meals
Net Weight
Net Wt: 300gm/ 400gm
Net Wt: 285gm/342 gm
RSP
Recommended :A $ 3.49 / 4.49
RSP: A $ 3.99 / 4.99
Margin to Woolworth
Margin 41% / 31%
25%(approx) / 25%(approx)
Price to Woolworth
$ 2.06 per unit – 300gm
$ 3.10 per unit – 400gm -
Veg Society
Apprroved
Yes No
Available in Channels other than Coles & Woolworths
Yes, from year 2000
Sales Turnover
A $ 1.15 Million (growth rate 25% p.a.)
A $ 600,000( at Distributor price.)
Advertising & Promotion Budget
A$ 100,000
Information Not Available
Exclusivity
Exclusive to Woolworths
No exclusivity

25. Advertising & Promotion Support Plan Presentation Structure
At launch:
Two main activities:
In-store Promotions & Branding and Direct Marketing
In – Store Promotions
Sampling and in store demonstrations in key stores across all states in Australia.
Special kiosks designed to communicate the brand values will be placed at the short listed stores
Direct mailers in the neighbourhood detailing product availability

26. Advertising & Promotion Support Plan
Presentation Structure

27. Media & Promotion Support Plan Presentation Structure
Internet & Print Media:
This will run concurrently with the sampling and demonstrations
Advertise in the Good Taste , Australian Women’s Weekly , Woman’s Day, Super Food Ideas Magazine & National & Community Newspapers, Inflight Magazines i.e. Qantas – The Australian Way etc
Key driver will be Search Engine Marketing. Primary focus is Google ad words.
Keywords will be a mix of straight as well as Cross-Category references.

28. Authentic Indian Anytime Bites Range
The above images are a representation of the frozen range.
The range consists of Indian breads, snacks and complete meals.

29. Summary To provide ‘Authentic Indian vegetarian Food Experience’
Heritage
Established in 1924
Farm to Fork quality
assurance
Culinary Expertise
Technology Leader
Global Footprint
Wide Product Range
To provide ‘Authentic Indian vegetarian Food Experience’
To the consumers across the World