Tata Soulfull, a flourishing brand in India’s retail industry known for its millet-based packaged foods, has announced a significant partnership with Reliance Retail as the lead sponsor for the upcoming Maha Millet Mela. As a respected subsidiary of Tata Consumer Products Ltd., Tata Soulfull is dedicated to bringing traditional Indian millets such as Ragi, Jowar, and Bajra to households throughout the country in modern and innovative forms. Their diverse product lineup includes Millet Muesli, Ragi Bites breakfast cereals, and Masala Oats+, among others.
The Maha Millet Mela, a distinctive millet festival slated for July and August 2023, is set to be hosted at renowned Reliance Retail stores all across India. Its primary objective is to raise awareness about the nutritional advantages of millets and enhance their accessibility to a wider range of households. This initiative aims to make millets a commonplace choice by encouraging every shopper at Reliance stores across the nation to incorporate them into their shopping baskets.
Millets, the ancient grains with strong roots in traditional Indian cuisine, are now being celebrated for their gluten-free properties, exceptional nutritional content, and rich reserves of iron, protein, dietary fiber, and calcium. With a growing demand for healthier food choices, millets have experienced a remarkable resurgence in contemporary Indian households. Moreover, their cultivation demands considerably less water compared to other grains, presenting advantages for both farmers and the environment.
The two-month-long Millet Mela will be a nationwide on-ground event, spanning over 400 Reliance stores. Within each participating store, a dedicated section will be designated exclusively for millet-based products, offering visitors a distinctive shopping experience. Tata Soulfull’s product range, including Millet Muesli, Ragi Bites No Maida Choco, Ragi Bites Fills, and Masala Oats+, will be prominently featured as part of this strategic partnership, enabling shoppers to savor Tata Soulfull’s wholesome products and reintroduce millets to their plates with a focus on taste and health.
Sunil D’Souza, the MD and CEO of Tata Consumer Products said, “Recognizing the numerous advantages millets offer to consumers, farmers, and the environment, it is important to spread public awareness and promote the sustainable growth and consumption of this remarkable grain. Tata Soulfull is dedicated to bringing traditional Indian millets like Ragi, Jowar, and Bajra to every Indian household in modern forms, and we are thrilled to partner with Reliance Retail, India’s largest retailer, for the Maha Millet Mela. Through this initiative, we aim to highlight the benefits of millets, drive their adoption, and make them more accessible. With an extensive range of products across snacking, breakfast cereals, and mini-meals under Tata Soulfull, we look forward to reaching even more consumers through Reliance stores.”
Damodar Mall, the CEO of Grocery Retail at Reliance Retail said, “Brands like Tata Soulfull and platforms like SmartBazaar and JioMart are taking forward the legacy of our grandmothers and aunts, who were the original ‘influencers’ of their time, sharing the goodness of millets and the cultural stories surrounding them. Millets encompass both nourishment and deep cultural significance. Collaborations like this will amplify their role in the Indian consumer market.”
In order to enhance the overall shopping experience, the Maha Millet Mela has planned captivating consumer offers to stimulate the exploration and acceptance of millets. Moreover, strategic print advertising assistance will be extended in major cities to amplify awareness and promote active engagement in the festival.