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The Co-Founder & Chief Marketing Officer, of Tata Consumer Soulfull, spoke at Pitch CMO Summit about the strategy to bring millets into the Indian diet

by exchange4media Staff Published - Mar 28, 2023 11:34 AM | 2 min read

Millets is the now most talked about foodgrain in India with the government pushing the consumption of millets in the country along with increasing exports of the same. Hence, many brands are now making their conversations relevant and agile with bringing millets into their brand strategies.

Sharing more on this was Rasika Prashant, Co-Founder & Chief Marketing Officer, of Tata Consumer Soulfull Private Limited. She spoke at Pitch CMO about weaving an effective communication strategy for bringing millets into the Indian diet.

This year has been registered as the International Year of Millet by the UN. Speaking about the strategy that the company is using, she said, We come from a generation who wants the grounding and the good from the old but also in a format which is modern and today, and that where we made millets mainstream.

While there are already legacy brands in the category, Tata Soulfull has still managed to be a part of childrens daily snack which is not only interesting but also healthy. Chiming in the idea of making tasty and interesting snacks to cater to the Indian consumers, Prashant said, We are in a country which is absolutely paramount about taste, it's the most important thing. So our communication is that we are delivering health benefits while making it look cool. That's how India rolls - you give them something tasty, you give it to them at accessible places and then you start talking about health.

Prashant also spoke about making a premium product and keeping it affordable for mass consumption, rather than just focusing on premium stores, mall outlets and e-commerce platforms. Where is the consumer is shopping? the consumer is shopping at the next-door store and that's what you really need to do to meet them. We believe that you do not ask the consumer to make a shift for what you are doing, you go into their lives, you attach yourself and you become a part of the shift, that they want you to make. What's even more important is to be available in the length and breadth of the country. In 2021, we were in 19,000 stores, today we are available across 5 lakh stores.

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Staying relevant & agile is the key to reach consumers: Rasika Prashant, Tata Soulfull - Exchange4Media