Staying relevant & agile is the key to reach consumers: Rasika Prashant, Tata Soulful

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 Team PITCH
Published - March 28, 2023
2 minute To Read
Staying relevant & agile is the key to reach consumers: Rasika Prashant, Tata Soulful

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. 

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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