Mother’s Recipe has launched a regional market-focused campaign for its Recipe Sauces range across the North East, positioning the brand at the intersection of convenience cooking and emotional connect. The initiative, branded “MOM FU: Maa ka pyaar in a new avatar,” runs from December 22, 2025 to the first week of January 2026, aiming to deepen product recall and household adoption during the high-consumption festive window.
The campaign is designed as a digital-led rollout across Guwahati, Dimapur, Agartala and Aizawl, featuring locally relevant content to resonate with evolving home-cooking preferences. With consumers increasingly experimenting with Pan Asian cuisine, the Recipe Sauces range is being positioned as an easy-to-use solution that delivers authentic taste while retaining the comfort and familiarity associated with home-style meals.
Commenting on the strategy, Sanjana Desai, Executive Director, Mother’s Recipe, said the concept draws from the emotional value of maternal cooking. She noted that the North East’s strong food culture and preference for bold flavours make it a natural growth market for the category.
The MOM FU campaign highlights dipping, mixing and tossing formats, supported by influencer collaborations and everyday cooking use-cases. As households cook and host more during the year-end period, the brand is targeting stronger category relevance and consumer engagement, reinforcing its message that every cuisine still carries the comfort of Maa ka pyaar.
