Ruchi Soya announces launch of Mahakosh Hunky Chunky Soya Chunks in Madhya Pradesh
Indore; August 24, 2016: India’s leading FMCG Company, the Rs. 26,000 crore Indore based Ruchi Soya Industries Limited (Ruchi Soya), had launched soya chunks under the brand – Mahakosh Hunky Chunky in 2015 starting with the Northern markets and extending it to the Eastern markets in June of 2016. The company is the largest manufacturer of healthy edible oils and soya food in India.
With this launch, the company has extended its highly popular Mahakosh range from oils into the Soya Chunks segment. The brand ambassador for Mahakosh is renowned Indian actress – Madhuri Dixit Nene. The Mahakosh brand is positioned on the health platform with its unique brand proposition of ‘Fit hain toh Future hai’.
Following a successful pilot launch of Mahakosh Hunky Chunky Soya Chunks in select northern markets last year, Mahakosh Hunky Chunky was launched into the Eastern markets in June of this year and now has been launched in markets of Madhya Pradesh as a hygienic, cost effective, protein rich vegetarian meal option.
Mahakosh Hunky Chunky Soya Chunks contains 52% protein by weight. The core proposition of Mahakosh Hunky Chunky Soya Chunks is that it contains 15 times more protein than cow’s milk which makes it extremely important to include it for the growing nutrition needs of the children.
“As protein deficiency is core problem affecting a majority of Indians; Mahakosh Hunky Chunky has been launched to provide a hygienic, cost effective, protein rich vegetarian meal option to consumers”, said Mr. Dinesh Shahra – Founder & Managing Director, Ruchi Soya Industries Limited.
“Brand Mahakosh stands for natural goodness and health and this philosophy have been extended to Mahakosh Hunky Chunky as well”, Mr. Shahra added.
A recent study by Indian Market Research Bureau (IMRB) reveals that ‘80% Indian diets are protein deficient’. The IMRB study further states that as many as 91% vegetarians and 85% non-vegetarians are protein-deficient in our country.
Mr. Satendra Aggarwal – COO, Ruchi Soya said, “Keeping in mind the quality we serve to our consumers and their trust towards Mahakosh, we have launched Mahakosh Hunky Chunky Soya Chunks in Madhya Pradesh. When we relaunched Mahakosh in 2014 in its new avatar we had announced that Mahakosh will slowly transform into a kitchen brand which a health and value conscious housewife will turn towards for all her kitchen needs. We have extended our association with Madhuri Dixit Nene for the soya chunks category also as we feel that she is someone our target audience looks up to in terms of modern cosmopolitan woman who effortlessly delivers on her many roles – a working woman, a caring wife, a loving mother and trendsetter celebrity.”
“Mahakosh is one of India’s leading edible oil brands with annualized sales of over Rs. 2,000 crore. We are poised to take this brand to even greater heights by extending it into soya chunks category. With our core proposition of containing 15 times more protein than cow’s milk; Mahakosh Hunky Chunky will target consumers in the mass segment”, said Mr. Alok Mahajan – Head of Marketing, Ruchi Soya. “We plan to capture 5% share in the initial months and around 10% share of the Soya Chunks segment in our key markets over the long term”; Mr. Mahajan added.
The key markets of the brand are West Bengal, Madhya Pradesh, Rajasthan, Uttar Pradesh, Delhi, Bihar and the North Eastern states. Mahakosh Soya Chunks provides a solution to the mothers to increase protein in their children’s diet and help in their overall growth. The brand proposition of Mahakosh “Fit hain to Future Hai” is also evident in the new Soya Chunks TVC.
Mahakosh Hunky Chunky would be available in chunks & granules and will be economically priced. Mahakosh Hunky Chunky Soya Chunks will be available in 60 gms for Rs.10, 90 gms for Rs.15, 200 gms for Rs.35 and 1kg for Rs.100 and Soya Granules will be available in 90 gms for Rs.15 and 1 Kg for Rs.100.
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