MTR Foods, part of Orkla India, has launched its MTR Minute Fresh Batter range in Hyderabad, expanding its presence in the convenience food segment as demand for ready-to-cook breakfast products continues to rise in urban markets.
The launch includes two products tailored to local breakfast preferences — Dosa Batter and Rice Rava Idli Batter. The Dosa Batter is available in 425g, 850g and 1.5kg packs priced at ₹60, ₹98 and ₹150 respectively, while the Rice Rava Idli Batter comes in a 750g pack priced at ₹98.
The move builds on MTR’s long-standing position in the packaged breakfast category. Known for introducing products such as Rava Idli and its 3-Minute Range, the company is now focusing on consumers looking for convenience without compromising on regional taste preferences.
Focus on Hyderabad’s Breakfast Preferences
MTR Foods said Hyderabad was selected as a strategic market because of its strong breakfast culture and distinct preference for separately prepared dosa and rice rava idli batters. Drawing from this consumer insight, the company has developed dedicated batters for both dishes rather than offering a single multipurpose solution.
The fresh batter products will be available through major quick-commerce and e-commerce platforms in Hyderabad, reflecting the growing role of instant delivery channels in packaged food consumption.
Sunay Bhasin, CEO, MTR Foods, said, “Hyderabad has always had a deep connection with its breakfast traditions, and we are proud to be part of that story. We know that an idli and a dosa are not just different dishes- they deserve different batters. With our new MTR Minute Fresh Batter range, we bring that same promise of authenticity and convenience that never compromises taste.”
Convenience Meets Authenticity
The launch comes as food companies increasingly invest in ready-to-cook and fresh convenience categories, particularly in metros where changing lifestyles and rising dual-income households are driving demand.
Anupam Nair, Chief Marketing & Growth Officer, MTR Foods, added, “Convenience is no longer just a preference – it is the new normal. But what we hear consistently from consumers is that they refuse to trade taste for convenience. That insight is at the heart of this launch. MTR Minute Fresh Batter is our answer to the modern consumer — a product that fits into their busy lives while keeping them rooted in the food they grew up loving.”
MTR said the launch forms part of its broader portfolio expansion across convenience food categories, with continued focus on balancing speed, accessibility and authentic regional taste.
Market Research Outlook Analysis
The launch highlights the growing momentum in India’s fresh and ready-to-cook breakfast category, where regional authenticity is becoming a major differentiator. FMCG brands are increasingly moving beyond shelf-stable products into fresh convenience formats aimed at urban consumers and quick-commerce buyers.
Competition in the batter segment is expected to intensify as established food companies and regional players target city-specific consumption habits. For MTR, the Hyderabad rollout signals a sharper localisation strategy within convenience foods while strengthening its position in South Indian breakfast categories.
The sector is steadily moving toward premium, fresh-format convenience products supported by digital commerce and hyperlocal distribution models. Reach out to explore custom research and strategy insights in this space.
Source: MTR Foods
