Motha goes digital to better network with customers
Saturday, 30 August 2014 05:58
Motha Confectionery Works Ltd, the island’s leading branded dessert mixes and cake ingredient maker entered the digital space with the launch of its website, www.mothalk.com. The launch aims to better serve tech-savvy customers who are increasingly looking up products and services online and on social media than ever before.
“The website is packed with useful information such as recipes, hints, videos in addition to the information on Motha brand, its history and range of products. All this is testimony to the Motha Promise of continually improving our engagement with consumers to ensure that we meet and exceed their expectations consistently,” Motha Confectionery Works Ltd Managing Director and Chief Executive Officer Nihal Wijeratne said.
Designed to automatically fit any screen size of mobile phones and tabs, the website offers customers an array of delightful and innovative dessert recipes, tips, product information and promotions.
“The launch of our own website fulfils a long felt need. With this launch we add a new dimension to our brand building efforts. Consumers can now interact with their favourite brand in a complete and meaningful manner. It will also help the caterers, potential customers all around the world to make a well-informed selection from the range of products on offer,” Motha Confectionery Works Ltd Chairman Julius Motha said.
Nielsen Retail Measurement Service ranks Motha as the market leader in branded dessert pre mix category with a market share of over 70% with bulk of the sales coming from general trade. General trade accounts for 65% of Motha sales while modern trade stands at 22%.
Motha, a house hold name in Sri Lanka began its jelly business in 1960. Today, Motha produces 11 flavours under its regular jelly category with strawberry being its most popular. With diabetes on the rise, Motha launched a five flavour diet category with a sweetener instead of sugar. Diet jelly has been in the market for over two decades and Moss jelly over 10 years. Moss jelly was mainly introduced for vegetarians and people who don’t fancy chilled desserts. Moss jelly sets in room temperature and soon became a hit in rural areas where refrigerator penetration was a mere 40% at the time the product entered the market.
Apart from its popular jellies, Motha is also known for instant dessert and beverage mixes and cake ingredients. Demand for these products peak during festivities like Avurudu, Ramazan and Christmas with more households, hotels and caterers preparing for the season. Faluda, custard powder and milkshake mixers usually become a hit during the Ramazan season. Motha jellies, dessert mixes and beverage mixes are high demand in countries like UK, Italy, Canada, Australia and the Middle East where there is a considerable Sri Lankan population. Wholesale and export market account for 7.5% of Motha sales.
Motha also caters in bulk to all five star hotels and leading catering services in the island. Hotels, restaurants and cafés account for 5.5% of Motha sales.
Delmege Forsyth & Company Ltd, one of the largest distributors of fast moving consumer goods in the island is the sole distributor of Motha products.