India’s leading FMCG operator TATA oOnsumer has launched Tata Soulfull No Maida Rusk, a differentiated offering in the rusk category made with 16% Jowar and no Maida.
The product delivers a less crumbly rusk without compromising on taste, blending traditional flavors with a modern, health-conscious twist.
Rasika Prashant, CMO, Tata Soulfull, said, “With ‘Tata ka Rusk – Chai Time with Manoj Bajpayee’, we are going beyond a traditional product launch. Rusk is a category with deep-rooted habits and changing that, requires more than just a good product; it needs an interactive experience.
Our WhatsApp powered Bot allows consumers to not just hear about our No Maida Rusk, but to create their own chai-time memories with Manoj Bajpayee, sparking conversations and building connections with the brand.”
By combining an interactive digital campaign, Tata Soulfull aims to make chai and rusk moments more engaging, interactive, and personal for families across India.
By combining technology, tradition, and a strong celebrity association, Tata Soulfull aims to create meaningful, shareable moments that make chai-time more personal and enjoyable for families across India.
Editor’s Note
The humble rusk remains India’s most preferred tea-time snack, for the rich and mighty residing in high-rise apartments, to those living in modest dwellings.
TATA Consumer, which is a consolidated unit of various consumer facing brands and businesses including portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals..
The company reported revenues of INR 15,206 Cr for FY 24-25 and is said to have a reach to over 26 Cr households in the country through its distributor and retail network.
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