The Approachable Specialist
Tracing The Roots
With a legacy of over 90 years, MTR is a brand that has stood its ground for offering authentic Indian food products and emerged as a choice to reckon with for Indians all over the globe. When the process of re-branding started, there was a lot of previous equity, which was valuable to the brand and required to be retained. However, the consumer needs and behaviour had changed with the time and the brand needed to recognise and appreciate that by offering them just the right balance of the past and present.