Tata Soulfull is bringing 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.
The ‘Desh Ke Millets’ objective of Tata Soulfull, which focuses on providing quick and wholesome cereals and snacks made with ancient Indian super grains like millets, is perfectly in line with the brand’s basic values. With its millet-based products, Tata Soulfull is one of the top brands introducing millets into every home while maintaining affordability and accessibility for the general public. Tata Soulfull Masala Oats+, a delectable and nutritious anytime snack with a focus on taste and convenience, is prepared with oats and 25% crisp millets like jowar (sorghum) and navane (foxtail millet), which make it non-sticky. It is a great snack that is genuinely non-sticky and delicious because it is made with only real vegetables and zabardast Indian masalas.
Starting at just Rs. 15, this item is offered in three tantalizing flavors: Mast Masala, Desi Veggie, and Tomato Twist. A stunning 10-second TV commercial showcasing this intriguing endeavor will captivate viewers in certain markets. The perfect match of masaledar Oats+ and damdaar chai is explored in the movie for a genuinely delectable experience. Tata Soulfull is launching compelling digital advertising in important markets as part of its drive to raising brand awareness.
In keeping with this commitment, Tata Soulfull has partnered with one of TCPL’s well-known brands, Tata Tea Premium, to conduct a cross-sampling. Tata Soulfull hopes to offer millets to 20 lakh families in North India through this well-coordinated cooperative effort, sparking millet trials and a millet revolution. The cross-promotion allows customers to savor the exquisite flavor of Tata Tea Premium’s Desh ki Chai while also savoring the enticing flavors of Tata Soulfull Masala Oats+, further supporting the brand’s goal of making millets a staple food.
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.”
The ‘Desh ke Millets’ mission of Tata Soulfull is positioned to revolutionize Indian households’ food choices by offering goods made from millet that are both accessible and inexpensive. Millets provide a wealth of advantages because they are naturally gluten-free and packed with nutrients.
These nutritious foods are a great option for people who care about their health because they are high in calcium and protein. Additionally, millets are remarkably resilient to adverse weather, protecting farmers’ livelihoods and promoting food security around the world.