National, November 27, 2025: Tata Soulfull, a brand from Tata Consumer Products and a leader in India’s ‘better-for-you’ packaged foods segment, is strengthening its Masala Oats+ portfolio with the launch of two new regionally inspired variants — Masst Misal for Western India and Gondhoraj Chilli for Eastern India. With both offerings powered by 25% millets (Navane & Jowar) and a signature non-sticky texture, the brand continues to bridge the gap between traditional flavours and modern, nutritious snacking.
For many consumers in Maharashtra, Misal is more than a dish – it’s a culinary emotion. Tata Soulfull has captured the essence of Misal’s signature spice blend and transformed it into an oat-and-millet-based version that retains all the masala punch without the heaviness, making it perfect for anytime snacking. By introducing Masst Misal, the brand is not only paying homage to a beloved local favorite but also bridging the gap between traditional indulgence and modern, health-conscious eating. Ready in just four minutes, the variant is high in fibre, and has a non-sticky texture that sets it apart from other flavored oats options in the market. The launch will cover Maharashtra and Gujarat, backed by a strong regional campaign. The activation plan includes partnerships with popular local food bloggers, sampling drives at cultural festivals and events, and in-store displays that bring alive the energy and vibrancy of Western India. The tagline, “Non-Sticky Masst, Misal Swaad Jabardasth,” reflects the energetic, street-smart appeal of the region and positions the product as a fun yet wholesome snack choice.
In the East, Tata Soulfull unveils Gondhoraj Chilli, a refreshing take on Bengal’s most iconic citrus note — the aromatic Gondhoraj lime — blended with a gentle hint of chilli. Crafted especially for West Bengal, the variant retains the Masala Oats+ range’s millet-powered nutrition and non-sticky, flavour-carrying texture. It makes it the ideal choice for busy mornings, mid-day hunger pangs, or a quick evening bite. Its launch will be supported with a vibrant campaign rooted in the region’s identity. From capturing local emotions on the packaging and creatives, on-ground sampling at markets, offices, and community gatherings, every element has been designed to create a strong emotional connection. The regional tagline, “Non-Sticky Moja, Gondhoraj Chilli Swaad-er Raja,” captures the cheerful, mass-friendly personality of the brand while speaking directly to consumers in their own language.
Speaking on the launch of Masala Oats+, Rasika Prashant, CMO, Tata Soulfull said, “At Tata Soulfull, our newest flavours are all about celebrating the soul of local favourites in a way that fits today’s fast-paced life. Misal has an energy of its own. It is lively and full of character, just like the streets of Maharashtra where it’s loved the most. With Masst Misal, we’ve captured that spirit in a bowl that’s quick to make yet big on flavour. Similarly, for anyone who’s grown up in Bengal or the North-East, the fragrance of Gondhoraj instantly brings back memories of home-cooked meals and festive gatherings and with Masala Oats+ Gondhoraj Chilli, we’ve tried to bottle that nostalgia in a wholesome, convenient format. Both flavours are our way of proving that traditional favourites don’t need long cooking sessions to be exciting, they can be comforting, familiar and full of local love without losing an ounce of their punch.”
With these two launches, Tata Soulfull deepens its commitment to creating flavour-forward, nutritious products rooted in regional identities, offering consumers across India a wholesome snacking experience that is familiar, convenient and bursting with local taste.
