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Ruchi Soya Industries Ltd, which owns household brands Nutrela, Mahakosh, Sunrich and Ruchi Gold, plans to enter the ready-to-eat, instant foods category using soyabean, and is already piloting the project in Maharashtra.
“We are planning to enter the instant foods market, where, for instance, we will add soya to popular food items such as idlis in Karnataka and pav bhaji in Maharashtra,” Nilesh Mazumdar, CEO of Ruchi Soya’s Consumer Brands Division, told BusinessLine
Earlier this week, the company announced plans to launch a soyabean germ oil through a joint venture with J-Oil Mills, a Japan-based edible oil major.
“The oil that we will launch next year using Japanese technology will possibly be the healthiest in the Indian market — soya germ oil, which has absolutely zero absorption of cholesterol,” said Mazumdar.
To popularise soya products in the South, Ruchi Soya has tied up with the Protein Foods & Nutrition Development Association of India. The two will jointly implement an outreach programme, reaching out to 200 nutritionists each in Mumbai and Bengaluru in the next two months.
The company will also roll out a school contact programme in Karnataka and Maharashtra.
“We have just launched an integrated TV, print, digital and on-ground awareness campaign in Kannada, for which we have allocated ₹2 crore. A ₹2-crore second phase of the campaign will be launched before the yearend,” said Mazumdar.
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