Tata Soulfull Is Committed To Make Millets Truly Desh Ka Millets: Prashant Parameswaran
With nearly eight years on the millet’s journey, Tata Soulfull transcends the conventional definition of superfoods. The brand, the brand owned by Tata Consumer Soulfull which is a subsidiary of Tata Consumer Products, is committed towards making millets not only a healthy choice but a mainstream dietary staple. Tata Soulfull combines taste and nutrition, utilising the extensive distribution network of Tata Consumer products to make millets accessible across the nation. Prashant Parameswaran, the Managing Director and CEO of Tata Consumer Soulfull, provides a captivating insight into the brand's innovative approach to the surging popularity of millets in conversation with Tarannum Manjul of Businessworld.
Q: Millets have seen a surge in popularity, especially in the wake of the COVID-19 pandemic and now the international year of Millets. How is Tata Soulfull positioning itself in the superfood market?
A: Tata Soulfull has been on the millet’s journey for nearly eight years. Our brand is built around making millets delicious and relevant to the 21st-century consumer. We are not just focusing on positioning ourselves as a superfood, instead, we aim to make millets mainstream. This involves offering fantastic products that prioritise taste while delivering great nutrition. We ensure affordability with products ranging from Rs 5 to Rs 500, and we leverage the vast distribution network of Tata Consumer products to make millets accessible across the country. The key is to make millets not only healthy but also cool and relevant to consumers.
Q: Given the recent shift in food choices and the growing awareness of millets' health benefits, how is Tata Soulfull bridging the gap between urban and rural markets?
A: We have designed our product categories to cater to different sets of consumers. For instance, our Muesli and Granola are more urban-focused, while products like Masala Oats Plus with Millets are targeted at tier-2 and tier-3 cities. The key is to understand the diverse needs and preferences of consumers in different regions and offer products accordingly.
Q: Tata Soulfull has a diverse range, including snack mixes. What was the thought process and research that went into planning these snack mixes?
A: Each product is designed with the consumer in mind. We identified various consumer needs, such as a desire for protein-packed snacks or a preference for fruit and nut combinations. Our snack mixes cater to different occasions, providing variety and addressing nutritional requirements. The goal is to make millets a versatile and enjoyable part of the consumer's daily diet.
Q: The Tata brand is synonymous with quality assurance. How does Tata Soulfull ensure the quality of its products, especially with the diverse range of offerings?
A: Our quality controls are stringent, adhering not only to Indian standards but also to European and UK standards since we export to those markets. We prioritise the safety and nutritional value of our products, especially considering the responsibility we have towards the consumers we serve.
Q: Given the recent rise in e-commerce, how is Tata Soulfull planning to leverage online platforms to reach consumers, especially considering the changes in shopping behaviour post-COVID?
A: We have a robust presence in e-commerce channels, contributing significantly to our business. However, we consider ourselves channel-agnostic, understanding that consumers shop through various platforms. Our goal is to ensure that Tata Soulfull products are available wherever and whenever the consumer decides to make a purchase.
Q: Could you shed some light on Tata Soulfull's marketing strategy and any plans for expanding the product line in the future?
A: We have an aggressive marketing strategy that includes print, digital, TV, in-store activities, and educational initiatives. As for product expansion, we plan to enter four to six new categories, continually evaluating opportunities to showcase the differentiation of millets and make them more appealing to consumers.
