Mavalli Tiffin Room Explained

Mavalli Tiffin Rooms (MTR)
Type:Private
Industry:Food
Services:Food
Predecessor:Brahmin Coffee Club[1]
Founded:1924
Founder:Parampalli Yagnanarayana Maiya
Fate:Managed by members of the founding family
Successors:-->
Hq Location City:Bengaluru, Karnataka
Hq Location Country:India
Area Served:Statewide, Singapore, Dubai, Kuala Lumpur, London
Products:Food
Num Locations:17
Parent:Orkla ASA

The Mavalli Tiffin Rooms (MTR, Kannada: ಮಾವಳ್ಳಿ ಟಿಫನ್ ರೂಂ) is the brand name of a food-related enterprise in India. Having its origin as a humble mess located on Lalbagh Road in Bangalore, it has ten other branches in Bangalore, as well as one in each of Udupi, Mysore, Singapore, Kuala Lumpur, London, Bellevue and Dubai. MTR created the South Indian breakfast item, Rava Idli.[2] While the packaged foods division was acquired by Orkla of Norway, the MTR chain of restaurants continues to be run by the original family that started it.

History

The Mavalli Tiffin Room was founded as a restaurant by Parampalli Yagnanarayana Maiya and his brothers in the year 1924.[3] In the 1970s, when India was under emergency, a Food Control Act was introduced in 1975 which mandated that food was to be sold at very low prices. This move made it difficult for MTR to maintain high standards in its restaurant business and forced it to diversify into the instant food business, selling ready-to-eat snacks such as chutneys and rasams.[4] Since then, MTR has expanded and diversified, with MTR Department Stores opened next to the restaurant.[5] Currently the MTR brand represents two separate entities; the MTR restaurant business and MTR Foods, the pre-packaged food business.

MTR restaurants

The original MTR restaurant is a vegetarian restaurant located on Lalbagh Road in Bangalore, India founded in 1924. It has been shown on television in the global travel-related series Globe Trekker. The restaurant building comprises two floors.

MTR serves Karnataka Brahmin food. The decor is outdated. For many years, customers entered the restaurant through the kitchen.[6]

During World War II, MTR found it difficult to make idlis since rice was in short supply. According to MTR, they experimented with semolina instead of rice and thus invented the breakfast item of Rava Idli. MTR was the first fast-food restaurant in the world to serve 21,000 customers in seven hours.

As of today, the MTR restaurants are headed by Hemamalini Maiya, Vikram Maiya, and Arvind Maiya, the grandchildren of Yagnanarayana Maiya.

Silver tumblers are used to serve beverages. This restaurant was closed in the 1975 Indian emergency when the Food Control Act made it unprofitable to serve food items; It reopened in 1981.[7] To save the jobs during the time it was closed, MTR started selling spices and roasted flour mixes. That was the beginning of its entry into the convenience and instant food business.[8]

MTR Foods

MTR Foods was headed by Sadananda Maiya (son of Yagnanarayana Maiya) until it was sold to Orkla, a Norwegian company for US$80 Million in March 2007.[9] It produces packaged foods in different ranges - spices, instant mixes, ready-to-eat foods, vermicelli, beverages, ready-to-cook gravies, a range of frozen products, papads, pickles, chips, snacks and ice creams.[10] After the Kargil War, a lot of changes happened in the packaged ready-to-eat food segment due to Defence Food Research Laboratory (DFRL).[11] It bought the packaging technology from the same DFRL in Mysore and there are no preservatives added to the food while packaging. MTR is the first Indian processed foods company to be Hazard analysis and critical control points (HACCP)-certified, a standard of food safety and hygiene. It has also sponsored magic shows and theatre performances and given free samples to the audience, as a means of demonstrating their products.[12] MTR Foods created a frozen dosa, which can be heated and eaten right away. MTR Food products are sold online and exported to the countries in the Persian Gulf, the United States, and the United Kingdom.

See also

Further reading

External links

Notes and References

  1. Web site: About Us . 2021-09-17 . Mavalli Tiffin Rooms (MTR) . en-US.
  2. Web site: Break-up wala butter chicken to sourdough rotis, the pandemic is changing our most popular dishes - Times of India.
  3. A very brief history of MTR is provided by News: US spice giant may buy Bangalore's MTR. Online Edition of the Times of India, 2006-12-14. © 2007, Times Internet Limited. 2007-04-19. 2006-12-14.
  4. A history of MTR is provided by Web site: Vaangibaath steeped in spice and tradition ... Lunch at Mavalli Tiffin Room. M. D. Riti. Online webpage of Rediff.com, dated 1999-08-12. Rediff.com. 2007-04-19.
  5. Opening of the MTR outlet in Chennai is mentioned by News: MTR comes to Chennai. https://web.archive.org/web/20040113072526/http://www.chennaionline.com/food/Foodmalls/11mtr.asp. dead. 13 January 2004. 2003-11-14. Chennai Online.
  6. MTR's history and its success in creating a frozen dosa is mentioned by Web site: M D Riti. The world's first frozen dosa. Rediff.com. 2003-07-18. 2007-04-19.
  7. A detailed article on MTR is provided by Web site: Ranjin Rao. You aren't a Bangalorean till you've done MTR . https://web.archive.org/web/20021110204552/http://www.hinduonnet.com/thehindu/mp/2002/08/01/stories/2002080100200200.htm. usurped. 10 November 2002. the Hindu. 2002-08-01. 2007-04-19.
  8. Web site: 2023-07-31 . A look at Bangalore's iconic Mavalli Tiffin Room (MTR) and its perfect plates . 2023-12-24 . Lifestyle Asia India . en-US.
  9. Sale of MTR Foods to Orkla is mentioned by Web site: Norway's Orkla acquires MTR Foods in $80-m deal . Bureau. Online Edition of The Hindu Business Line, dated 2007-02-14. 2007, The Hindu. 2007-04-19.
  10. An article on the changes in the MTR Foods division is provided by Web site: Has MTR got its recipe right? . Boby Kurian. Online Edition of The Hindu Business Line, dated 2003-06-36. 2003, The Hindu. 2007-04-19.
  11. News: Indian defence scientists develop hi-tech foods . The Economic Times . 22 June 2020 . 11 April 2011.
  12. Marketing strategy of MTR Foods is mentioned by Web site: MTR Foods works the magic . Swetha Kannan, V. K. Varadarajan . Online Edition of The Hindu Business Line, dated 2006-10-05. 2007, The Hindu. https://web.archive.org/web/20210323183341/https://www.thehindubusinessline.com/todays-paper/tp-brandline/MTR-Foods-works-the-magic/article20234270.ece. 2007-04-19. 23 March 2021.