Emami Ropes in Katrina Kaif as the Face of 'Mantra' Spice Range

Katrina's vivacious and pleasant personality image which also resonates with today's Indian men and women was found to be appealing and the right choice to become the face of 'Mantra' spices.
Emami Ropes in Katrina Kaif as the Face of ‘Mantra’ Spice Range

Emami Agrotech Ltd, the branded food arm of the diversified business conglomerate Emami Group announced Bollywood actor and renowned celebrity, Katrina Kaif as the brand ambassador for its Spice Range, ‘Emami Healthy and Tasty Mantra Masala’.

Katrina’s vivacious and pleasant personality image which also resonates with today’s Indian men and women was found to be appealing and the right choice to become the face of ‘Mantra’ spices. Her commitment to her profession and the flavor that she brings to each of her characters was a perfect match with the brand’s strong commitment to its consumers to provide the best taste, flavor, and aroma to cooking. Mantra’s collaboration with Katrina Kaif is expected to reach out to audiences across age groups with ever-changing taste preferences across the Indian geographies.

Mantra Masala’s USP is in its rich and pure aroma, color, and taste that comes from the use of the unique Cryogenic technology.  The Cryo-processing at zero to minus 50-degree Celsius helps our spices to retain the highest level of all the natural oils up to 95 percent as compared to the traditional grinding process using heat up to 70 degrees Celsius, where essential oils are retained only up to 40 percent. The brand has also been awarded the “Superior Taste Award” from the International Taste Institute of Brussels (Europe) for its excellent quality of spices.  Additionally, Mantra’s blended variety of spices comes in zip-lock packs to preserve the freshness and aroma for a longer period.

Jayant Goenka, Director, Emami Group said, “We are elated to be associated with Katrina Kaif, one of the leading and vibrant actors of Indian cinema.  We believe she is a perfect fit for Mantra Masala as her credibility, hard work and commitment resonate with the values of our brand.  We do believe that her popularity and huge fan following will help us connect better with our consumers across the country and make Mantra a preferred choice of a spice brand. We have also drawn up aggressive marketing plans for Mantra and target to reach around 25 lac outlets (both direct and indirect) by next three years.

Emami Healthy and Tasty Mantra offer a distinguishably designed range of pure and blended powder spices and tastemakers. These are manufactured in a state-of-the-art facility in Jaipur. Mantra Masala will be available in different pack sizes ranging from 8 gm to 200 gm at price points ranging from Rs 5 to Rs 110 across general and modern trade and e-commerce channels.

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