After breakfast cereals, Soulfull to bring in other millet-based products

Soulfull has cornered some share in the kids and muesli segments for breakfast cereals, increased its consumer base and grown from being present only in modern trade to around 4,000 stores

Indulekha, a 36-year-old mother, shops twice a week at a Hypercity outlet in Bengaluru. She loves to explore and try new products. A few years back, she came across a new breakfast cereal which looked like Kellogg's Chocos but was made from millet, called ragi in Karnataka or nachini in states like Maharashtra, Gujarat and Rajasthan.

She remembered how her grandmother would push her mother to give a porridge made of ragi to the children. She tasted the different variants on offer — ragi with chocolate or vanilla for kids and ragi with pulses inside for adults — and picked two