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Tata Soulfull Expects Increased Demand Post-Diwali

November 10, 2022: 12:00 AM EST
Soulfull, a millet-based breakfast cereal and snacking brand recently acquired by Tata Consumer Products Ltd., is expecting strong sales in the November-January period following Diwali. While health is not a priority during the festive season, Tata Soulfull expects increased demand in the period following Diwali, Christmas and New Year, as customers experience guilt after the period of indulgent eating. As the number of health-conscious consumers in India continues to rise, Soulfull is preparing for the growing demand through working on its distribution, accessibility and product innovation. Soulfull has expanded into mass markets with multiple price points to cater to a wide spectrum of consumers. It has also ramped up its distribution network and is available in 400,000 retailers, up from 15,000 last year. Previously a metro-focused brand, non-metro purchases now accounts for 35-40 percent of Soulfull’s overall sales. 
Sesa Sen, "Tata Soulfull Bets On Festive Binge Eating Guilt To Drive Sales ", BQ Prime, November 10, 2022, © BQ Prime
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