Tata Soulfull, a rapidly growing retail brand specializing in millet-based packaged foods in India, has announced its lead sponsorship partnership with Reliance Retail for the upcoming Maha Millet Mela. As a respected subsidiary of Tata Consumer Products Ltd., Tata Soulfull is committed to bringing traditional Indian millets like Ragi, Jowar, and Bajra to households across the nation through its diverse range of contemporary products, including Millet Muesli, Ragi Bites breakfast cereals, and Masala Oats+.
The Maha Millet Mela, a unique millet festival scheduled for July and August 2023, will be held at prominent Reliance Retail stores nationwide. The festival’s goal is to promote the nutritional benefits of millets and make them more accessible to a wider range of households, with the aim of incorporating millets into every shopper’s basket at Reliance stores throughout the country.
Millets, ancient grains deeply rooted in traditional Indian cuisine, have gained recognition for their gluten-free nature, high nutritional value, and abundance of iron, protein, dietary fiber, and calcium. As consumers increasingly seek nutritious food options, millets have experienced a significant resurgence in modern Indian kitchens. Moreover, millets require significantly less water for cultivation compared to other grains, making them beneficial for both farmers and the environment.
The two-month-long Millet Mela will be a nationwide on-ground event, spanning over 400 Reliance stores. Each participating store will have a dedicated section exclusively for millet-based products, offering visitors a unique 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, allowing shoppers to enjoy Tata Soulfull’s wholesome products and reintroduce millets to their diet with a focus on taste and health.
Sunil D’Souza, the MD and CEO of Tata Consumer Products, expressed the importance of spreading public awareness and promoting the sustainable growth and consumption of millets due to their numerous advantages for consumers, farmers, and the environment. Tata Soulfull is dedicated to bringing traditional Indian millets to every household in modern forms. He expressed enthusiasm about partnering with Reliance Retail, India’s largest retailer, for the Maha Millet Mela and aims to drive millet adoption and accessibility through this initiative.
Damodar Mall, the CEO of Grocery Retail at Reliance Retail, praised the collaboration, stating that brands like Tata Soulfull and platforms like SmartBazaar and JioMart are continuing the legacy of spreading the goodness of millets and their deep cultural significance. He believes that millets encompass both nourishment and cultural value, and collaborations like this will amplify their role in the Indian consumer market.
To enhance the overall shopping experience, the Maha Millet Mela will feature enticing consumer offers to encourage the trial and adoption of millets. Additionally, print advertising support will be provided in key cities to raise awareness and encourage participation in the festival.