Brands
Mother’s Recipe brings Korean flavours to Indian kitchens
MUMBAI: Kimchi cravings are officially getting a homely twist. Mother’s Recipe, long synonymous with comfort cooking in Indian kitchens, is tapping into the Korean food wave with a new digital-first recipe video series that makes global flavours feel surprisingly local.
Built for busy homes and curious cooks, the series leans into simplicity. The idea is clear: Korean-inspired dishes that look exciting, taste familiar and don’t demand obscure ingredients or hours at the stove. As Korean flavours increasingly shape what people order, binge-watch and scroll past online, the brand is offering an easy entry point for those keen to try it at home without the intimidation factor.
Anchored in the playful thought “MOM-FU: Maa ka pyaar in a Korean avatar”, the campaign features five recipes designed to be quick, approachable and repeatable. The line-up includes Korean Spicy Paneer, Korean Spicy Noodles, Korean Bibimbap, Korean Fried Rice and Korean Veg Dakgalbi, each adapted for Indian kitchens using everyday produce and Mother’s Recipe sauces.
The recipes show how familiar condiments can do the heavy lifting. Korean Spicy Paneer uses soya bean, garlic chilli and red chilli sauces, while the noodle and bibimbap variants rely on combinations of desi Szechwan sauce, green chilli sauce, chilli vinegar and soya bean sauce. The idea is not authenticity at any cost, but flavour that feels rewarding and achievable.
The move also reflects a broader shift in how young adults cook. There is a growing appetite for experimenting with global cuisines, but only if they slot neatly into packed schedules. Clear steps, short videos and confidence-building instructions are central to the series, making Korean-style cooking feel less like a weekend project and more like a midweek win.
The campaign will live primarily on digital platforms, with short-form videos and social-first storytelling supported by high-quality visuals and recipe content. The focus of outreach remains on easy cooking, at-home Korean cravings and how sauces can elevate everyday meals without complicating them.
By blending curiosity with convenience, Mother’s Recipe is keeping its feet firmly in tradition while letting its flavours travel. The message is simple: global food doesn’t have to be intimidating, especially when it’s made with a little maa-style comfort.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
