National, India, December 11, 2024 – Tata Soulfull, a pioneer in the millet based wholesome Snacks and Breakfast Cereals segment, is pleased to announce its win at the prestigious Coca-Cola Golden Spoon Awards 2024. The brand was presented the title of Best Brand and Retailer Partnership for Launch for its collaboration with Reliance Smart Point. This recognition highlights the success of a synergistic partnership that has set new benchmarks in the Indian food and grocery retail industry.
The Coca-Cola Golden Spoon Awards, held annually as part of the India Food & Grocery Forum recognize industry leaders for their efforts to improve consumer experiences and highlight excellence in food retail. The collaboration between Tata Soulfull and Reliance Smart Point amalgamates innovation, accessibility, and customer engagement to encourage mindful/wholesome eating through their millet-based food products.
The partnership leveraged the strengths of both brands where Tata Soulfull brought its vast portfolio of millet-based offerings, while Reliance Smart Point provided its extensive distribution network and deep consumer insights. The collaboration saw the creation of innovative food festivals like the Maha Millet Mela, which highlighted the nutritional benefits of millets, engaging customers through promotions and in-store experiences. Through this partnership, Tata Soulfull also introduced new category disruptions, including products like Masala Oats+ Dal Shakti, Masala Muesli and Corn Flakes+ with Millet Shakti, catering to the evolving preferences of consumers. The focus on affordability and trial generation was key, with over 2 lakh trials facilitated, making wholesome breakfast options accessible to a wider spectrum of audience.
Mr Prashant Parameswaran, President – Tata Soulfull, expressed his delight about winning the prestigious award, stating, “We are honoured to win the coveted Golden Spoon Award for our collaboration with Reliance Smart Point. This recognition reinforces our commitment to making millets a household staple through our ‘Desh ke Millets’ proposition. By combining Tata Soulfull’s expertise in millet-based offerings with Reliance’s strong retail network, we are making these super-grains an integral part of modern diets and reaching many more households.”