Tata Soulfull stirs up oats aisle with Misal and Gondhoraj flavours

NATIONAL: Trust Tata Soulfull to put the “oat” in “desi favourite”. The brand has rolled out two new masala oats plus variants that blend local flavour with modern convenience, giving India’s snackers something both nostalgic and nifty.

The launches, Masst Misal for the west and Gondhoraj Chilli for the east, extend the brand’s millet-powered range. Each variant carries 25 per cent millets and the line’s trademark non-sticky texture, aimed at consumers who want full flavour without the fuss.

Masst Misal is a nod to Maharashtra’s beloved Misal, that fiery bowlful that is less dish and more devotion. Tata Soulfull has recreated the signature masala hit in a lighter, oat-and-millet avatar that cooks in four minutes. The launch will focus on Maharashtra and Gujarat with a lively regional campaign built around food bloggers, festival sampling and in-store theatrics. The tagline, “non-sticky masst, misal swaad jabardasth”, keeps the tone street-smart and spirited.

In the east, the brand has tapped into Bengal’s most cherished aroma with Gondhoraj Chilli, which pairs the citrusy Gondhoraj lime with a subtle chilli warmth. Made for West Bengal, the variant keeps the range’s emphasis on fibre, speed and texture. Sampling across markets, offices and neighbourhood gatherings will drive the rollout alongside a creative campaign steeped in local cues. Its tagline, “non-sticky moja, gondhoraj chilli swaad-er raja”, aims for cheerful familiarity.

Tata Soulfull CMO Rasika Prashant, said the flavours were designed to capture the “soul of local favourites” in formats suited to today’s rushed routines. Misal carries the energy of the streets and Gondhoraj brings a hit of home, she noted, adding that comfort foods need not demand long cooking sessions.

With these launches, Tata Soulfull continues its pitch for regionally rooted, flavour-forward convenience foods, promising snacks that are quick, wholesome and packed with local character.