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WhILE REAPInG thE CROPS. WhAt StEPS increase efficiencies. Being the innovator of the
hAvE yOu tAKEn tO LESSEn huMAn- millet-based category snacks, it is the consumer-
COntACt OR InCREASE hyGIEnE WhILE centric approach and 360-degree marketing
FOOD, PROCESSInG AnD PACKAGInG? strategy that gives us competitive edge to expand
We had a complete restart post the lockdown due to and occupy the ever-growing market. As for the
COVID-19 where we had reimagined our operations product benefits, we are ensuring that there is no
with a stringent SOP both at our production facilities Maida, no preservative and nothing artificial that
and our offices by putting together a COVID manual. goes in our products. Our no-nasty policy and a
We had planned staggered manpower at our packing differentiated millet-based product range gives us
and processing facility with increased frequency that competitive edge and differentiation in the
of sanitation at our shop floors, pantry area and category.
administrative office at the plant. We had trained
our personnel on mandatory adherence to social hOW IS thE hEALthy FOOD SEGMEnt
distancing, masks, hand hygiene and health check- In InDIA GROWInG? WhERE DO yOu
ups before one comes to work across all work-spaces. SEE yOuR COMPAny In thE nExt FIvE
yEARS?
SOuLFuLL hAS EMPhASIzED On thE With the era of the pandemic, the need and
MuLtIPLE bEnEFItS PROvIDED by thE demand for the healthy food segment has become
WhOLE GRAInS InFuSED In ItS PRODuCtS. more significant than ever. Indian consumers are
hOW ARE yOu DIFFEREntIAtInG FROM prioritizing health as a necessity and not just a
thE COMPEtInG bRAnDS In thE SAME lifestyle choice. With most people sitting at home,
SEGMEnt? and the rise of sedentary lifestyle overall, the
We invested a lot in research right from the start and need for healthy snacking is scaling. Consumer-
continue to do so to offer healthy and tasty products centricity in the heart of Soulfull and we see us
to our consumers. We set-up India’s largest Consumer growing with a strong audience base year on year.
Foods Millet facility in the last 1 year to enable a full- We are increasing our investments to augment
fledged R&D and innovation capability in-house to our category share and looking at deepening our
presence in regional markets over the next 5 years.
WhAt ARE thE thOuGhtS bEhInD
LAunChInG thESE PRODuCtS In thE
OvERSEAS MARKEt?
We are currently focusing on expanding in India
and are continuously working on products that are
healthy and tasty.
WhAt IS yOuR ADvICE tO StARt-uPS?
CAn yOu tELL uS thREE bLInD SPOtS
thAt MuSt bE CAREFuL OF?
There are a lot of challenges that one faces when
one starts a business, but limiting or restricting
yourself will only slow down your process to
achieve your dreams. Firstly, do not focus on
profitability, believe in your idea and invest in it-
money and time, both. When we started Soulfull,
we invested heavily in research and development,
thus making a product that would reap benefits in
the long run. Secondly, overconfidence and thirdly,
the attitude of micromanaging can sometimes
make you focus your energies on minute things
over larger issues that you need to manage to grow
your business.
Food Marketing & Technology 39 December 2020
