MUMBAI: Mother’s Recipe is set to refresh the visual identity of its iconic pickle range, marking the first uplift for the portfolio since launch. Built around the taste of mother’s love, the upcoming label change reimagines the brand’s most familiar category through a modern expression of the brand’s core with a more distinctive design rooted in emotional cues.

For years, Mother’s Recipe’s iconic glass pickle bottles have been associated with the kind of nostalgic taste that comes from recipes passed down by mothers and grandmothers over time. We wanted the new look to be rooted in Indian traditions.

Available in a range of 64+ variants, the task was daunting; each design had to draw inspiration from regional visual elements, like the rich hues of regional sarees, traditional utensils, colour-coded fabric napkins, and Swaad Mamta Ka – the core of each recipe that we have in our pickles – mentioned in over 10 languages on various regional labels. Each of the 64 variants had to be visually differentiated through detailed photography, with the use of fresh regional fruits, distinguishing it right from the size of the cut mangoes, the variety of spices used in each region, and actions associated with pickle-making have been woven into the identity, connecting what you see on the pack to where it comes from and how it tastes.

Most important to us was the use of a mother’s hands with region-specific bangles in the act of making pickle, retained intentionally to reinforce authenticity and create a direct link between the product and memories of traditional pickle-making at home, to drive consumer confidence. The pickles use no added artificial preservatives and are made the way our mothers would make them traditionally at home, as highlighted by the “No preservatives” unit on the new label.

Speaking on the upcoming identity refresh, Sanjana Desai, Executive Director, Desai Foods Pvt. Ltd., said, “Mother’s Recipe pickles have long been associated with the taste of Mother’s love stemming from the familiarity, trust, and the kind that feels deeply rooted to our traditions. As we looked at this identity change, our endeavour was not simply to update the packaging, but to present that legacy in a way that feels more relevant to today’s consumer.”

Dhun Patel, CEO, Therefore Design, said, “This redesign allowed us to revisit how Mother’s Recipe pickles are expressed visually, while staying close to what the range already means to consumers. The effort was to build a system that feels more current in the market while remaining recognisable as Mother’s Recipe.”

The refreshed visual identity for Mother’s Recipe’s pickle range will be introduced across markets in line with rollout plans and product availability.

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This season, enrich your palate with the bold and traditional flavors that define Maharashtrian cuisine. Our Maharashtra Mango Pickle is a tribute to the state’s rich culinary heritage, blending tangy raw mangoes with a robust mix of spices. The heat of red chili powder and the depth of turmeric come together in a dance of flavors. The special addition of hing (asafoetida) and roasted spices offers a complex taste that resonates with the vibrant spirit of Maharashtra, while fenugreek seeds add an aromatic touch that enhances the overall sensory experience.

Sanjana Desai, Executive Director of Mother’s Recipe, reflects on the inspiration behind this seasonal delight, “Each jar of our Maharashtra Mango Pickle is packed with the vibrant flavors of summer and the time-honored spice blends of Maharashtrian kitchens. This pickle is not just a condiment, it’s an invitation to explore and celebrate the rich gastronomic culture of Maharashtra with every bite.”

Now available in Mumbai, Pune, Nashik, and Nagpur, as well as other major cities across Maharashtra, this pickle can be found at leading retail outlets, e-commerce platforms, and supermarkets, ensuring that everyone can add a touch of tradition to their meals during the mango season.

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The new 900g pickles come in two popular variants: Mango and Mix. The Mango Pickle is crafted from handpicked raw mangoes, delivering a perfect blend of tangy and spicy flavors that have long been a favorite in Maharashtrian households. The Mix Pickle, on the other hand, creates a unique and delicious combination of carefully selected fruits and vegetables. Ideal for those who love a bit of everything, this variant offers a burst of flavors with every bite, enhancing the dining experience.

Packaged in durable and convenient PET jars, the new pickles ensure freshness and ease of use. The 900g size is perfect for families, providing ample quantity for regular enjoyment without compromising on quality or taste.

Mother’s Recipe takes pride in using authentic Maharashtrian recipes, passed down through generations. These pickles are made with the highest quality ingredients and traditional methods, ensuring that each jar retains the true essence and flavors of Maharashtra. By staying true to these time-honored recipes, Mother’s Recipe continues to deliver products that stand out for their authenticity and superior taste.

The product range is now available at your neighborhood store and leading supermarkets.

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