Sometime last month, the Tata Group did something that’s quite uncharacteristic. It bought millets-based cereal and snacks brand Soulfull for Rs 156 crore ($21.5 million). Uncharacteristic because the brand—trendy, urban, premium—is everything one wouldn’t usually associate with the 153-year-old conglomerate.
The acquisition is just the latest in a series of moves that the Tata Group has made recently in its quest to climb the FMCG ladder.
As far as instantly recognisable household brands go, it doesn’t get better than Tata Salt and Tata Tea. They have been around for decades and are the #1 and #2 in their respective categories.