Power of a brand –Mehran’s success driven

PAKISTAN & GULF ECONOMIST had an exclusive conversation with Mr Muneer Ahmed, Head of International Sales & Marketing Mehran Group of Industries, and Mr Kashif Ali Mughal, Brand Manager, Mehran Group of Industries. The entire conversation was premised on Brand Value, Market Share, Competitors and Brand Strategies. The excerpts of the conversation are as follows:

Mehran began its journey in 1975 from a single plant in SITE, Karachi. The focus on quality and taste that were part of the brand’s core philosophy, however, soon resulted in positive response from the consumers, and rapid uptake in the market. Within a few years of inception, this brand had grown to become a global leader in the spice & food industry.

We make it a point to provide a diverse range of products to cater to the tastes of the millions of customers we have around the globe. From a plant in SITE Karachi in 1975, we went on to add the Dubai based Pure Foods Plant in 1988 to cater to the growing export market. In 2003, Mehran Group set up its headquarters in Korangi Karachi, with the Gul Mohammad Spice Factory in Jeddah, Saudi Arabia, being added in 2006. (Also opened another factory Mehran Arabia in 2016). Today, we are home to over 1,500 employees around the world and are known for their pure, natural ingredients that are procured from the most hygienic sources.

Our marketing strategy is to have a diversified product portfolio in multiple food categories with strong shelf presence in local and international markets. Our brand extension strategy has grown the brand’s foot print in the categories of Recipe Mix Spices, straight spices, Arabic spices, pickles & chutneys, pastes, rice, dips & sauces, desserts and vermicelli.

Mehran has enjoyed leading position in the Export Category for 40 years. We enjoy the highest volume of exports among Pakistan’s food industries and our market share around the world continues to grow steadily. Today we enjoy presence across 5 continents, with a vision to span the globe and provide millions of families with real nutrition and a quality meal every time.

Since its inception in 1975, Mehran Spice and Food Industries (MSFI) has always maintained the highest quality of spices and the strictest hygiene standards. It is due to our diligence and commitment to provide our customers the most premium products that we have become the leading food company today in countries such as USA, Canada, Europe, Australia, Asia, Africa and all the GCC countries.

Mehran Spice & Food Industries is an ISO-9001 & HACCP certified leader in the quality food business. Our mission is to be a consumer-oriented company with a keen insight of food products ensuring quality, consistency and an authentic taste, backed up with state-of-the-art technology to obtain optimum results. We are building a business in which high standards permeate all aspects of our company. Quality is truly a state of mind at Mehran Spice& Food Industries.

And this quality has not gone unnoticed or unrewarded in business circles either. Mehran Spice and Food Industries have been honoured with the ‘Best Export Performance Award’ from FPCCI every year since 1984, ‘Best Export Brand of the Year Award’ from FPCCI for the year 2009-10, President of Pakistan Awards, and other national and international awards as well.

Success has always been the cornerstone of the MSFI philosophy. Our consistent growth and large export volumes have helped us secure business performance awards for over three decades. A few highlights of MSFI’s achievements over the years in Pakistan and around the globe include:

  • The Best Export Performance Trophy Award, winning since 1984 till 2019
  • Businessman of the Year Gold Medal Award (2010-2011, 2011-2012, 2016-2017 & 2019-2020)
  • 1st FPCCI Achievement Award, for the year 2012
  • Prime Minister of Pakistan Award 2017-2018 & 2018-2019
  • The President of Pakistan Export Award (2012-2013)
  • The Best Export Brand Award (2013-2014, 2014-2015, 2015-2016)

Apart from international markets, Mehran has also been able to maintain its leading position and shelf share in local market as well. In 2011, the brand was initially launched in local market having range of recipe mixes and straight spices but later on few more categories were added under the brand umbrella. Currently Mehran offers a complete cooking experience having products like recipe mixes, straight spices, desserts, sauces, pickles, ketchup, pastes, chutneys, herbs and rice.

Mehran has a signature product in every category in which brand has a presence in local and international markets.

Straight Spices

Red chilli powder is the most selling product in straight spice range. Mehran’s Red Chilies, are picked from Mehran’s own farms and prepared with the utmost of care and concern for quality. Our spice range includes straight spices and over 50 recipe mixes that are the pride of every household. In local market, National is the major competitor in straight spice category whereas in international market National followed by TRS and Shan.

Recipe Mixes

Mehran has fifty different variants in recipe and seasoning mix portfolio but ‘Bombay Biryani’ is the signature product and having major contribution in product mix. In local market, Shan is the major competitor followed by National whereas in international market, Shan followed by National & Laziza.

Rice Compettion

Prepared with the most advanced rice plant from Germany, which is one of the few in Pakistan, Mehran Super Kernel Basmati Rice has become one of the top selling basmati brands in the world. With our rice, our consumer have the convenience to trust that it is very hygienic and clean, so they only have to soak and boil it, making life simpler for them. Falak and Guard are major competitors in rice category.

Desserts Range

Mehran has marked its presence in desserts category with a signature product of ‘Kheer Mix’. It has a wide consumer acceptance in local and international markets. Recently we have added three new variants in our desserts range which are Shahi Tukra mix, Jelly Falooda and Doodh Dulari mix. Laziza is the major competitor in desserts category in local and international market.

Pickle Choice

Mehran has strong footprint in pickle category by having a wide range of different pickle variants and packaging formats for local and international market. The most selling variant is ‘Mixed Pickle’ which is widely acceptable and available in all regions. Along with that, we have mango pickle, chilli pickle, lemon pickle and garlic pickle in our portfolio.

Dips & Sauces

Mehran introduced its Tomato Ketchup & Chilli Garlic Sauce back in 2018. Our sauces are made with the finest ingredients and rich in taste and texture. At Mehran, we are inspired by the vibrancy of modern world, sharing new taste to fuel consumers’ passion for food. Recently we have introduced a new premium range world-inspired table sauces for more easy ways to liven up plate of food. In local market, National, Shangrilla and Dipitt are major competitors whereas in international market, Dipitt followed by Tooba, National.

Mehran takes the responsibility of providing nutrition as a sacred trust, whether it be for our countless consumers across the globe, or for our own employees which is why Mehran acts in a socially responsible manner, constantly giving back to our community through charitable and timely efforts. In recent years, these efforts have included the provision of funds to the healthcare facilities and educational efforts in underdeveloped areas, along with providing rehabilitation to thousand affected by floods and earthquakes across Pakistan.

Our state-of-the-art delivery and distribution system caters to the growing demands of retailers and consumers across the board and Mehran continues to go from strength to strength.

We wish to bring our consumers around the world a wholesome, hearty experience that is of premium quality and taste. Our commitment to our consumers is to never compromise on taste, quality and hygiene. And we offer our profound gratitude to all our consumers for the continued trust they have placed in us.

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