Tata Consumer Soulfull will initially introduce millet-based snacks and cereals in the UAE and Kuwait, and expanding to other GCC markets in 6-12 months.
After jewelleries, watches and steel, the $150 billion turnover Indian conglomerate Tata Group is making a big-bang entry into the UAE – and eventually into the wider Middle East – for its packaged food products, offering a range of cereal products across all segments for breakfast and mini meals.
Tata Consumer Soulfull, the millet-based snacks and breakfast products company of Tata Group, is also gearing up to make “significant investments” in the Middle East to make the region a major hub for its global supply chain for products for its millet-based offerings.
Signature products from Tata Soulfull’s award-winning portfolio of millet-based snacks and cereals will be available across the UAE and Kuwait markets in the initial phase, with plans to expand further across the GCC over the next 6-12 months.
“With its growing accent on health and wellness, not to mention sustainability, we are confident that the region’s discerning and health-conscious consumers are ready and willing to embrace Tata Soulfull,” Prashant Parameswaran, MD and CEO of Tata Consumer Soulfull, told Arabian Business in an exclusive interview.
“We have already expanded our offering across all segments of the breakfast cereal category [in the UAE]. We have also entered mini meals and snacking categories in India and will soon be launching these products in the UAE and Middle East region as well,” he said.
Parameswaran also revealed that the company is also now exploring five new categories.
UAE entry follows exclusive tie-up with LuLu, foray into UK with Tesco
Tata Consumer Soulfull’s entry into the UAE follows its recent launch in the UK market with Tesco, and testing the regional waters with an exclusive showcase at Lulu hypermarkets and supermarkets across the UAE.
“Through our tie-up with LuLu, we introduced our millet-based breakfast offerings in the UAE and the encouraging response is what has buoyed this wider regional entry,” Parameswaran said.
The Tata Consumer Soulfull top executive, however, avoided a direct response on the query on whether the company has any plans to set up manufacturing facilities in the UAE.
“Currently we have state-of-the-art facilities across India, and we are expanding our capacity to service the growing demand. As we expand our presence internationally, we are actively looking at ways to build a strong global supply chain specifically for our millet-based offerings,” is all that he is ready to disclose.
Parameswaran said Tata consumer brands are currently sold across 40 countries, predominantly with its tea business – Tata Tetley is billed as the No. 2 branded tea player globally – with its international business accounting for 29 percent of the company revenues of roughly $1.7 billion.
The UK, the US, and Canada are currently the lead markets for the company.
“The company is investing to grow in high potential regions like the Middle East and we anticipate this regional entry to have a profound impact on these numbers,” he said.
Parameswaran also revealed that the company has also invested in a team based in the UAE and Middle East “who will liaise with our business and retail partners to build and grow our business in the region”.
Strategising to make millets mainstream in UAE, Middle East
“Making millets mainstream is what drives everything we do at Tata Soulfull and we follow a multi-pronged approach to achieve this aim,” the company’s top honcho said.
He said the company has also set in motion a clear strategy roadmap to achieve this long-term goal.
“Firstly, we stay true to building a strong, purposeful brand rooted in millets by ensuring we create high-quality products without compromising on nutrition or taste at affordable price points.
“Secondly, we ensure that there is accessibility across store formats and consumer purchase occasions.
“Thirdly, we invest heavily in advertising and communication that showcases the ‘coolness’ of millets, educating consumers on what makes millets special.
“And finally, as we embark on this international expansion, we aim to leverage Tata Group’s reputation and strong global distribution network to spread the message far and wide,” Parameswaran said.
“As part of Tata Consumer, Tata Soulfull is committed to investing in the region and promoting the benefits of this wonder grain which is good for you, the planet, and the farmer.”
“And that’s not all! Our plans include continuous investment in science-based R&D to enhance our product portfolio, expansion of our state-of-the-art manufacturing facilities and strengthening our relationship and support of various related government bodies to ensure millets become mainstream globally,” he said.
Parameswaran said all the company products in the subcategories are currently growing at 2x + levels, while each of its subcategories across kids and young adult offerings are growing at a very fast pace.