Elevating Nutrition: Tata Sampann launches first of its kind Easy Cook Ragi Atta, a nourishing & convenient cooking choice
•Tata Consumer Products enters millet-based flour market, with a first of its kind ‘Easy Cook’ ragi flour under its ‘Tata Sampann’ brand
• Easy Cook Ragi Atta simplifies the typically challenging process of incorporating ragi into daily meals, offering unparalleled convenience in kneading, rolling and preparation of rotis without compromising on nutrition
17th May 2024, National | Tata Consumer Products Limited announces the launch of Tata Sampann's Easy Cook Ragi Atta, marking a significant entry into the Rs.30,000 crore millet-flour category. This move underscores the company's strong commitment to innovation and meeting the evolving consumer demand for nourishing & convenient food options. This will be launched under the Tata Sampann brand (which offers products spanning pulses, spices, staples, dry fruits, RTE/RTC), Easy Cook Ragi Atta is a pioneering product that redefines the ease of incorporating millets into everyday meals.
Millets are rapidly gaining traction owing to their numerous health benefits, bolstered by government initiatives and a growing appreciation for India's culinary heritage. With Tata Sampann Easy Cook Ragi Atta, consumers now have an effortless and nutritious option to integrate millets into their daily culinary routines. This product is a 100% ragi flour with no added maida or wheat. It has no additives/ preservatives. It is a disruptive innovation which overcomes traditional challenges associated with millet-based flour, such as laborious kneading and rolling and concerns over freshness perception. The product has been created by our R&D team with a disruptive technology which drives convenience for consumers in addition to retaining the inherent nutritional goodness of ragi.
Commenting on the launch of Tata Sampann Easy Cook Ragi Atta, Deepika Bhan, President - Packaged Foods (India) at Tata Consumer Products, said, “We’re excited to introduce an innovative addition to our Tata Sampann range. Millet atta, high in fiber and calcium, is a great alternative to wheat atta, but it’s difficult to bind and roll into rotis. The process, often requiring hot water and hand patting instead of a rolling pin, adds time and effort.
Our Easy Cook Ragi Atta, the first of its kind in India, meets the demand for nutritious options without compromising on nutrition and solves these issues. With our easy-knead formula, you just add regular water to make crack-free rotis, saving time and effort.Now, making Ragi Roti is as simple as making Wheat roti.
At Tata Sampann, we’re always working on new ideas to improve our consumers’ lives.”
Tata Sampann Easy Cook Ragi Atta will be available in convenient 500g packs, priced at ₹90/-(MRP incl.of all taxes), across leading e-commerce platforms and Tata Consumer's own D2C platform, Tata Nutrikorner. With this launch, the brand further strengthens its position in the Indian food market, offering a diverse range of products that cater to the evolving preferences and dietary needs of Indian consumers.
About Tata Consumer Products Limited
Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s 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. Tata Consumer Products is the 2nd largest branded tea company in the world. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+. Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & Jones. In India, Tata Consumer Products has a reach of over 263 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The Company has a consolidated annual turnover of ~Rs. 15,206 Crs with operations in India and International markets.
For more information, please visit www.tataconsumer.com