MTR Foods Ditches Ad-Led Growth for Availability Play, Leans on Quick Commerce to Go National

Orkla-owned MTR Foods is prioritising distribution over advertising as its core growth lever, using quick commerce to push beyond its South India stronghold. The brand is pairing wider availability with premiumisation via its Prakriti range and clean-label products to capture new urban demand.

— Filed Mon, 20 Jul, 2026, 09:26 IST · Source ET Brand Equity · Updated

MTR Foods shifts growth focus from advertising to availability, leveraging quick commerce, premiumisation (Prakriti range), and clean-label products for national expansion beyond South India.

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