Tata Soulfull, the front runner 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 North India as a part of its ‘Desh ke Millets’ campaign. Aligned with the United Nations‘ declaration of 2023 as the International Year of Millets, this drive aims to promote the consumption of millets in major millet-producing states such as, Delhi/NCR, Uttar Pradesh, Punjab and Haryana. Tata Soulfull’s strategic collaboration involves cross sampling Tata Soulfull Masala Oats+ Rs 15 pack with the widely distributed Tata Tea Premium 250g, providing consumers with easy access to millets in affordable and convenient formats.
Tata Soulfull’s ‘Desh Ke Millets’ mission aligns perfectly with the brand’s core thought, which centres around offering easy and wholesome snacks and cereals with ancient Indian super grains like millets. Tata Soulfull stands as one of the leading brands bringing millets into every household through its millet-based offerings, ensuring affordability and accessibility for the masses. With a focus on taste and convenience, Tata Soulfull Masala Oats+ is a tasty & wholesome anytime snack made with oats along with 25% crunchy millets like jowar (sorghum) and navane (foxtail millet), which make it non sticky. It consists of 100% real vegetables and zabardast desi masalas, making it a perfect snack which is truly non-sticky and tasty. This product is available in three exciting flavours – Mast Masala, Desi Veggie, and Tomato Twist, starting at an affordable price point of Rs. 15. This exciting initiative will be showcased through an engaging 10-second film on TV, captivating audience in selected markets. The film delves into pairing the perfect combination of damdaar chai with masaledar Oats+ for a truly desi licious experience. As part of Tata Soulfull’s commitment to building brand awareness, the brand is unveiling engaging digital campaigns in key markets.
In line with this commitment, Tata Soulfull has embarked on a cross-sampling joining forces with Tata Tea Premium, one of TCPL’s highly penetrated brands. Through this strategic joint effort, Tata Soulfull aims to introduce millets to 20 lakh households across North India, generating trials and igniting a millet revolution. The cross-promotion allows consumers to enjoy the perfect blend of Desh ki Chai, Tata Tea Premium, while tasting the tantalizing flavors of Tata Soulfull Masala Oats+, further reinforcing the brand’s vision of making millets a household staple.
Speaking on the cross-promotion, Mr. Prashant Parameswaran, MD & CEO, Tata Soulfull, shared, “At Tata Soulfull, our core mission is to offer better-for-you snacks that incorporate ancient Indian super grains, with a particular focus on millets. Our goal is to make millets easily accessible and affordable for every household, ensuring they can adopt healthier dietary choices without sacrificing taste or convenience.
By partnering with Tata Tea Premium, the most widely distributed Tata brand in the North, we hope to amplify our reach and impact. This strategic collaboration allows us to connect with households nationwide, generating trials and igniting a millet revolution. Our aim is to penetrate 20 lakh households in North India, one household at a time.”
Tata Soulfull’s ‘Desh ke Millets’ mission is poised to bring a positive transformation in Indian
households by revolutionizing their choices by providing affordable and accessible millet-based products. Millets, being nutritionally dense and naturally gluten-free, offer a multitude of benefits.
These smart foods are rich in protein and calcium, making them an ideal choice for health-conscious individuals. Moreover, millets possess remarkable resilience in extreme climate conditions, safeguarding the livelihoods of farmers and contributing to global food security.