Rasika Prashant, Co-founder and CMO of Tata Soulfull, laid out how the brand is redefining the rules of the FMCG scene at the e4m Health and Wellness Marketing Awards 2025. Tata Soulfull, the millet-based snacking brand under Tata Consumer Products, is making health affordable while being enjoyable.
One of the strongest ideas to emerge from the discussion between Rasika Prashant and Neeta Nair, Editor of Impact Magazine, was the notion that real change begins at the ?5 and ?10 price point in a country like India.
She pointed out that, “In spite of the rising wellness trend, a majority of Indians still snack within that tight range.” For brands, this means that if you want to drive real penetration beyond metros and tier-one cities, your health products can’t be niche or aspirational—they have to be affordable, accessible, and available in the smallest kirana stores.
Rasika further noted that smartphones have democratised knowledge like never before. “Even children know what junk food is, and they’re making more conscious choices,” she said. This rise of digitally aware, label-literate consumers means brands can no longer rely on superficial marketing. They must back their promises with substance, transparency, and clarity.
“Tata doesn’t need a celebrity to build credibility – it already owns it,” Rasika said. “In a world saturated with brand ambassadors and influencer marketing, the Tata name still commands unquestionable consumer faith, particularly among mothers buying food for their children.” By aligning Soulfull’s youthful, agile identity with Tata’s deep-rooted reputation, the brand has struck a rare balance by combining millennial relevance with generational trust. For Indian families, especially those navigating a flood of packaged goods, this credibility is gold.
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