Tata Soulfull Spearheads ‘Desh Ke Millets’ campaign to promote millet consumption in Odisha
~ Nurturing Millet consumption in 8 Lakhs Odisha Households with Tata Soulfull’s Ragi Bites No Maida Choco Packs~
Bhubaneswar: Tata Soulfull, a leading brand in the Better-for-you snacks and Breakfast Cereals segment from the house of Tata, has embarked on a mission to bring millets like Ragi, Jowar and Bajra in modern formats across households in Odisha as a part of its ‘Desh ke Millets’ campaign. This initiative aligns with the United Nations’ declaration of 2023 as the International Year of Millets. The new-age millet-based brand aims to promote millet consumption in the state by cross-sampling its Ragi Bites No Maida Choco Rs 10 pack with the purchase of Tata Tea Premium’s 250g pack, which is the most widely distributed tea brand in Odisha
In line with the Odisha Millet Mission (OMM) initiated by the Government of Odisha in 2017, Tata Soulfull’s initiative of ‘Desh Ke Millets’ is a crucial part in its commitment to revive the consumption of these ancient Indian super grains, through its millet-based offerings. The brand introduces millets like Ragi, commonly known as Mandia in Odisha, in formats that seamlessly fit into consumers’ lifestyles, making them accessible to households across the state at an affordable price point of Rs. 10/- value pack. The brand’s flagship product, Tata Soulfull Ragi Bites No Maida Choco, made with 25% Ragi Millets, is a wholesome ready-to-eat breakfast and snack that provides consumers the goodness of millets, in a tasty format.
This cross-sampling initiative aims to bring Desh Ke Millets to 8 lakh households in Odisha, embracing millets as a core ingredient and reconnecting consumers with the country’s rich agricultural heritage. By promoting wholesome choices, it seeks to foster a conscious shift towards nutritious and sustainable food options.
Speaking on the cross-sampling, Prashant Parameswaran, MD & CEO, Tata Soulfull, shared, “At Tata Soulfull, our core mission is to offer better-for-you snacks and cereals, with the ancient super grain, Millet being the heart of our offering. With a taste first, nutrition forward approach, our offerings resonate well with the current day consumer. Add a line – “There is an even stronger connect that our brand has with the Odia consumer. The core ingredient in our entire product portfolio is Ragi millet, and this millet, which is locally known as Mandia, has been part of every Odia’s staple diet for many generations”
Our goal is to make millets easily accessible and affordable for every household. By partnering with Tata Tea Premium, the most widely distributed Tata Tea brand in Odisha, we hope to amplify our reach and impact. This strategic collaboration allows us to connect with households across the state, generating trials and igniting a millet revolution. Our aim is to penetrate 8 lakh households in Odisha, one household at a time.”
Tata Soulfull strengthens its distribution network enabling consumers to experience the benefits of millet-based offerings at the stores near them, democratizing access to millets at affordable price points.