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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Indian summers have always carried memories that stay with us. Long afternoons at home, outdoor games that stretched till sunset, the sound of ice in a glass, and a chilled sharbat waiting after hours in the heat. These were small moments, but they became a part of growing up. With Summerwala Sharbat, Mother’s Recipe brings back wahi bachpan wali baat through a range of flavours that feel instantly familiar and comforting.

The range includes five flavours: Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup, and Lemon Ginger Squash. Each one draws from tastes that have been closely associated with Indian summers across homes and generations. Together, they bring alive the kind of refreshment that was once a regular part of the season and still holds emotional recall for families today.

Summerwala Sharbat has been created for today’s consumers, but the emotion behind it comes from an older, more familiar place. Mango Panna brings back the raw mango taste many remember from home kitchens. Rose recalls the sweet and colourful drinks often served during family gatherings. Jeera Masala carries a bold, traditional flavour linked to cooling summer refreshment. Khus brings back one of the season’s most recognisable tastes, while Lemon Ginger offers a lighter and lively option rooted in everyday Indian drinking habits.

The Summerwala Sharbat range comes in a 750 ml PET bottle priced at Rs. 215. Easy to store and convenient for regular use, it is suited for everyday family consumption as well as summer get-togethers. The range is available across leading e-commerce platforms and select retail outlets.

Speaking about the range, Sanjana Desai, Executive Director, Mother’s Recipe, said, “Some summer memories stay with you forever because they are tied to taste, routine, and home. With Summerwala Sharbat, we wanted to bring back flavours that instantly remind people of those familiar moments. The idea was to create a range that feels refreshing in the present while still carrying the warmth of childhood summers.”

With Summerwala Sharbat, Mother’s Recipe continues to celebrate Indian taste memories in ways that feel relevant to today’s consumer. The range brings together flavour, familiarity, and seasonal refreshment in a format that is both easy to enjoy and emotionally resonant.

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A Tribute to Unconditional Love and Flavour

The brand film beautifully captures the essence of a mother’s unconditional love. It seamlessly weaves together scenes from various life moments, each resonating with the unique and irreplaceable bond of a mother’s affection. Through this narrative, Mother’s Recipe tenderly draws parallels between this love and the comforting, flavorful experience of their diverse product range. From delightful pickles which are a reminisce of home-cooked meals to spicy chutneys that add flavors to your day, from instant mixes that fix you a quick healthy bite, to ready-to-cook products that bring the taste of your home to your plates in one easy step, each product is crafted to bring the same warmth, care, and comfort that a mother’s touch brings. The film emphasizes how, no matter where you are, a simple taste can transport you back to your mother’s kitchen, making you feel loved and cherished.

Sanjana Desai, Executive Director of Mother’s Recipe said, “This is a big moment for Mother’s Recipe, as it’s our first-ever comprehensive brand film. We wanted to show the essence of a mother’s love and how our range of products can bring that warmth and care into every home. We believe that ‘Pyaar Ka Swaad, Ab Har Koi Chakhega’ will touch our audience’s hearts, reminding them that the love and comfort of home is always within reach, thanks to Mother’s Recipe.”

Explore the full range of Mother’s Recipe Products:

• Tangy Pickles: Reminiscent of the warmth and comfort of home-cooked meals filled with love and care.
• Spicy Chutneys: Adding zest to your day, just like a mother’s encouragement.
• Ginger Garlic Paste: The essential ingredient that brings everything together, akin to a mother’s love.
• Instant Mixes: Help you create traditional dishes quickly, keeping the taste of home alive in your kitchen.
• Ready to Cook: Allowing anyone to recreate the taste of home in simple and easy steps.
• Papad: Instantly completing every meal with the satisfaction of a mother’s love.

The campaign content is designed to evoke nostalgia and warmth, celebrating the timeless love of mothers and the delicious food they create. The idea behind the campaign is to connect with consumers on an emotional level, reminding them of the comforting and familiar flavors of home-cooked meals.

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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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Following the success of their campaign on Mumbai local trains, Mother’s Recipe is now spreading the joy to the streets of Pune. The ‘Taste ka Dhamaka’ campaign is all about their message ‘Get a small pack, make anything you want!’ highlighting how easy and versatile their sauces are. The ads on Pune Municipal Corporation buses will catch commuters’ eyes, tempting them with the delicious flavors of Mother’s Recipe Sauces.

Sanjana Desai, Executive Director of Mother’s Recipe, shared her excitement, saying, “We are thrilled to bring the ‘Taste ka Dhamaka’ campaign to Pune. With our new sauces, we want to offer Puneites tasty and convenient options for cooking. Through this campaign, we aim to introduce our new Recipe Sauces to Pune and create buzz around our brand.“

The campaign’s goal is not only to let people know about the new sauces but also to boost confidence among sellers and increase sales. The ‘Taste ka Dhamaka’ campaign shows Mother’s Recipe’s dedication to customer-focused marketing. By using Pune Municipal Corporation buses, the brand hopes to reach a wide audience and make a mark in the market.

The product range is now available at your neighborhood store and leading supermarket chains like Reliance Fresh.

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Zakir Khan is celebrated for his Hindi Shayari and unforgettable jokes through storytelling that captures the hearts of his audience. This collaboration between Mother’s Recipe and Swiggy aims to craft an immersive experience that combines the joy of laughter with the rich taste of Mother’s Recipe, showcasing a shared commitment to delivering memorable experiences to audiences across India.

As part of the fest’s Food & Beverage section, attendees can look forward to enjoying Mother’s Recipe’s complimentary range of Chutneys and Sauces to pair with the diverse food offerings at the event. Attendees can expect to encounter Mother’s Recipe branding prominently displayed at the event venue, creating a visual feast that mirrors the vibrancy of the comedy show and the brand’s diverse range of products.

Sanjana Desai, Executive Director of Mother’s Recipe, expressed her enthusiasm about this collaboration, stating, “We are thrilled to be associated with Swiggy for ‘Zakir Khan – Live A Laughter & Gourmet Fest.’ The distinctive synergy between Zakir Khan’s flavorful comedy and the authentic taste of Mother’s Recipe makes this partnership truly special. As the Official Taste Partner, we look forward to contributing our unique touch to this unforgettable journey of laughter and flavor.”

Swapnil Bajpai, Vice President of Sales at Swiggy, shares, “Excited to onboard Mother’s Recipe as the official sponsor for the Swiggy X Zakir Khan Live Tour. Together, we’re adding more flavor to the fun. This collaboration is all about delivering great entertainment with tasty food and creating unforgettable moments for our users and customers. There’s more joy in every bite and laugh!”

This collaboration exemplifies the fusion of entertainment and food, encapsulating the spirit of ‘Haq Se Taste Partner.’ Mother’s Recipe invites everyone to join the festivities, savor the laughter, and indulge in the authentic flavors that only Mother’s Recipe can provide.

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INDIA: Mother’s Recipe one of India’s leading food brands known for its expansive product portfolio, has launched a new product category Sharbat for this summer season. The tradition of having sharbat in summer always strikes nostalgia. In Indian households, making sharbat is a family affair, with everyone pitching in to help prepare the drink. Grandmothers are often the ones who pass down their traditional recipes and techniques for making sharbat. In the summer season, tea gets replaced with sharbat while welcoming guests. Sharbats are offered as a thirst quencher to beat the scorching summer heat.

Sharbat is a refreshing drink but also a cultural symbol in India. It is often served to guests as a sign of hospitality and warmth and an essential part of Indian tradition that brings families and communities together. Keeping this in mind and in a bid to strengthen its product portfolio Mother’s Recipe one of India’s leading food brands has recently announced the launch of its new product category range called the Summerwala Sharbat with a new tagline ‘Swad Jo Dilaye Bachhpan ki yaad.

Mother’s Recipe sharbat has launched five new ranges of refreshing flavors Mango Panna, Rose Sharbat, Jeera Masala, Khus Syrup, and Lemon Ginger. Rose sharbat, made with rose syrup and water, is a classic flavor and is often used as a base for other sharbat flavors. Khus sharbat, made with khus extracts syrup, is a fragrant and cooling drink. Lemon sharbat, made with lemon juice and sugar syrup, is a tangy and refreshing drink. Mango sharbat, made with mango pulp and sugar syrup, is a sweet and fruity drink. With the rising temperature, it is very important to keep our bodies cool and hydrated. Khus, Lemon, Rose, and various ingredients in the sharbat are known to offer various health benefits too such as improving digestion & cooling. The sharbat can be served chilled and can be garnished with mint leaves, and lemon slices, or can be turned into a fancy mocktail or a faluda. 

Speaking on the new launch announcement Ms. Sanjana Desai, Executive Director, of Mother’s Recipe said “We at Mother’s Recipe always strive to provide consumers with an enriching experience through our product offerings.  We believe in pushing boundaries when it comes to introducing consumers to new products, tastes, and experiences, and with our Summerwala Sharbat, we aim to do the same.  In India, the beverage category has witnessed a paradigm shift in consumption patterns, from regular soft drinks to better and healthier options. To address the ever-evolving consumer demand we decided to expand our product portfolio with Sharbat. We are confident that the product will soon emerge as the preferred beverage choice across all age groups”.

Mother’s Recipe Sharbat range is available in a 750ml PET bottle priced at Rs. 180. The bottles are great for reusing, unbreakable, and easy to store in the fridge cabinets. The product will be available across all e-commerce platforms like modern and all retail outlets. The launch of the products is a step forward in having a broader portfolio. Currently, the brand is among the leading FMCG companies with a range that includes a variety of products like pickles, cooking paste, chutney, papad, Ready to eat and Ready to cook.

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