Soulfull Foods: Starting up to Acquisition by Tata with Rasika Prashant

We speak to Rasika Prashant, co-founder and Chief Marketing Officer of Soulfull Foods which is now a part of Tata Consumer Products. We've also changed the format of the episode a bit - the last 10 or 15 minutes are a Business Munchies discussion where we discuss an idea with Rasika.

So what is Soulfull? It's a food brand that's build entire around Millets, aka Ragi or Nachni - they have cereal, instant dosa mix, and other products that are all made from Ragi. The discussion with Rasika starts from a realisation that Millets or Ragi are a healthier alternative than wheat and rice and ends with Soulfull's acquisition by Tata Consumer Products for 150 crores.

We also discuss how they got their initial set of customers, how they thought about offline distribution before the pandemic and how they quickly pivoted to an online focused model after the pandemic. One incredible story in this discussion was how Rasika and her co-founders personally interviewed 300 customers for 2 hours each to gain more consumer insights. That's 60 days of interviews if they did 10 hours of interviews everyday. No wonder Tata wanted to buy them.

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