The Hindu Business Line : Can MTR taste success with its new recipe?

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Bangalore Feb. 19 With foreign flavour set to mix with namma MTR, can the Indian company retain its original élan? What does the acquisition by Norwegian company Orkla mean to MTR Foods' brand imagery and fortunes?

The transition can be smooth only if MTR Foods manages to keep its brand philosophy intact without allowing any tampering of its core brand attributes, caution industry experts.

Says Mr Harish Bijoor, brand strategy expert: "Orkla would do well to retain the ethos of brand MTR as the South Indian brand from South India. This can be valuable in the future, as the India story becomes bigger and bigger in the overseas market. The Indian diaspora at large is waiting to lap up the Indian brand, South Indian or North Indian for that matter. But whatever Orkla wants to do that militates against the South Indian brand imagery of MTR must be taken through the use of a new brand vehicle. MTR - these are three valuable letters that pack equity in markets of the South, the heart of the South Indian and the South Indian diaspora at large."

Agrees Mr Prateek Srivatsava, Group President - South, Ogilvy & Mather, which has worked with the MTR brand: "I believe this acquisition will infuse new life into the MTR brand. But Orkla will have to tread a little carefully. Consumers have very strong emotions about the brand, and these emotions will have to be respected. The brand and its offerings will have to be modernised without disturbing its core. It has to be done sensitively."

Will introducing Orkla's products affect MTR's own product line? "The new products must come under different brand names. Not the MTR name," says Mr Bijoor.

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