Structure Design for batter packaging
Elephant Design created an ergonomic structure with a self-standing spout, delivering convenience while preserving MTR's authentic legacy.
Award-Winning
Industry recognition
Conducted comprehensive user research
Optimized the material selection process
Enhanced shelf visibility design 
Developed for MTR's entry into the competitive ready-made South Indian batter market, this innovative packaging structure combines pouring convenience with stability, addressing multiple user pain points while maintaining distinctive shelf presence. 
Legacy Of Authenticity
MTR Foods stands as an iconic brand in Indian culinary heritage, with nationwide recognition for its South Indian staples like idlis and dosas. From humble beginnings, MTR diversified in 1975 into ready-to-eat foods including chutneys and Rassam, maintaining authentic flavours that made traditional recipes accessible to broader audiences. By 2021, MTR decided to enter what industry insiders dubbed the "Battle of the Batters" and approached Elephant, their design partner of nearly a decade, to create packaging for their new "MTR Minute Fresh" portfolio of idli and dosa batters. 
Authentic Yet Convenient
MTR aimed to transfer their legacy of culinary excellence into the fresh batter category without compromising on authenticity. Their signature time-tested recipes needed packaging that would augment consumer trust while offering distinctive shelf presence in an increasingly crowded marketplace. The structure needed to enhance the overall consumer experience, addressing pain points from purchase through preparation. The solution had to balance traditional authenticity with modern convenience—reinforcing MTR's brand values while demonstrating innovation that could capture attention in retail environments and e-commerce platforms. Similar Project
