Maiyas goes for full restructuring

Wants to recoup market share in ready-to-eat, ready-to-drink, pickles markets

BANGALORE, KARNATAKA, 20/11/2013: Sadananda Maiya, a businessman in Bangalore on November 20, 2013. Photo: K. Bhagya Prakash

Maiyas Beverages and Foods Pvt. Ltd. has embarked upon a comprehensive restructuring exercise in order to recoup the market share it had lost in the country’s ready-to-eat, ready-to-drink, curry spices and pickles markets.

The company’s business restructuring plan comes two days after the Bengaluru bench of the National Company Law Tribunal (NCLT) quashed MTR Foods’ (which was among the bidders for Maiyas) charge that it had sold its restaurant business in an undervalued deal before the corporate insolvency solution process even started.

NCLT’s dismissal of MTR Foods’ allegations has cleared the way for the takeover of Maiyas Beverages and Foods by Akashika Foods Pvt. Ltd, a consortium of employees, vendors and distributors of Maiyas, backed by food entrepreneur Sadananda Maiya, the father of both the brands — MTR and Maiyas. Sadananda Maiya’s son Sudarshan Maiya, who is an executive director at the company, told

The Hindu that Maiyas Beverages and Foods had decided to change its house colour from red to an appealing shade of sky blue to ensure that the brand looked different from MTR in the market. “We are going in for a complete new look, starting with our house colour. We will repackage all our products, as part of our repositioning and rebranding exercise. It will also include relaunch of some of our products and launch of an array of new products,” he said. Maiyas products are currently sold across southern and north eastern States, Maharashtra and the J&K. The company would be rapidly expanding to other markets, including northern States starting with Delhi.

S. Navamohan Kumar, director, Akashika Foods and president, Bangalore Distributors Forum, said Maiyas’ products would be made available in over one lakh outlets across the country in the next one year.

”We have restructured our sales and marketing teams targeting revenues of ₹220 crore by March 2020 and ₹500 to ₹600 crore in the next four years.’’

Maiya said the company was in the process of finalising a 360 degree, country-wide media plan, at an outlay of ₹100 crore, that would run for a period of three years.