NewZNew (Chandigarh) : India’s leading FMCG Company, the Rs 26,000 crore Ruchi Soya Industries Limited (Ruchi Soya), has launched Soya Chunks under the brand – Mahakosh Hunky Chunky. The company is the largest manufacturer of healthy edible oils and soya food in India.
Mahakosh was relaunched last year in a new avatar with Madhuri Dixit as its brand ambassador. The new Mahakosh is positioned on the health platform with its unique brand proposition of ‘Fit hain toh Future hai’.
As per a study titled ‘Protein Energy Malnutrition In India – The Plight of our Under Five Children’ by Decehenla Tshering Bhutia in the Journal of Family Medicine and Primary care; protein malnutrition is a major health problem in India.
Mahakosh Soya Chunks has 52% protein – much more than chicken, eggs, fruits, pulses or milk and is extremely versatile as it can also be cooked with any type of food.
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.
Mr. Dinesh Shahra – Founder & Managing Director, Ruchi Soya Industries Limited, says, “Brand Mahakosh stands for natural goodness and health and Mahakosh Hunky Chunky soya chunks have been created with that philosophy in mind.”
Mr. Satendra Aggarwal – COO, Ruchi Soya said, “Keeping in mind the quality we serve to our consumers and their trust towards Mahakosh, we are launching Mahakosh Hunky Chunky Soya Chunks. Last year when we relaunched Mahakosh 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 TG 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.”
Mr. Alok Mahajan – Head of Marketing, Popular Division of Ruchi Soya adds, “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. Mahakosh Hunky Chunky Soya Chunks provides a hygienic, cost effective nutrition option to its TG in SEC B and C. The product is being launched selectively as of now in some of the Northern markets viz-Delhi, Punjab, Haryana, Himachal Pradesh and Jammu & Kashmir and gradually may be extended to other parts of the country.”
The new TVC for Mahakosh Soya wadi emphasizes that physical strength and stamina is necessary for growing children to succeed in various endeavors.. Mahakosh Hunky Chunky Soya Chunks provides a solution to the mothers to increase protein in their children’s diet and help in their overall growth. Mahakosh is taking our brand proposition of “Fit hain to Future Hai” forward into the foods category which is evident in our Soya Chunks TVC.
Mahakosh Hunky Chunky would be available in chunks at a price point of 90gms for Rs.15, 200 gms for Rs.35 and 1Kg for Rs.100. Additionally, 90 gms soya granules is also available at Rs.15.