Ruchi Soya Industries Ltd has launched soya chunks under the brand – Mahakosh Hunky Chunky. The company is a leading manufacturer of edible oils and soya food in India.

Mahakosh was relaunched last year in a new avatar with actress Madhuri Dixit as its brand ambassador. The new Mahakosh is positioned on the health platform with its unique brand proposition of ‘Fit hain toh Future hai.’

As per a study titled ‘Protein Energy Malnutrition In India - The Plight of our Under Five Children’ by Decehenla Tshering Bhutia in the Journal of Family Medicine and Primary Care; protein malnutrition is a major health problem in India. 

According to the company, the new product has 52% protein - much more than chicken, eggs, fruits, pulses or milk and is extremely versatile as it can also be cooked with any type of food.

The core proposition of the product is that it contains 15 times more protein than cow’s milk which makes it extremely important to include it for the growing nutrition needs of the children.

Dinesh Shahra, founder & managing director, Ruchi Soya Industries Ltd, says, "Brand Mahakosh stands for natural goodness and health and Mahakosh Hunky Chunky soya chunks have been created with that philosophy in mind.”

Satendra Aggarwal, COO, Ruchi Soya, said, “Keeping in mind the quality we serve to our consumers and their trust towards Mahakosh, we are launching Mahakosh Hunky Chunky Soya Chunks. Last year when we relaunched Mahakosh in its new avatar we had announced that Mahakosh will slowly transform into a kitchen brand which a health- and value-conscious housewife will turn towards for all her kitchen needs. We have extended our association with Madhuri Dixit Nene for the soya chunks category also as we feel that she is someone our TG looks up to in terms of modern cosmopolitan woman who effortlessly delivers on her many roles –a working woman, a caring wife, a loving mother and trendsetter celebrity.”

Alok Mahajan, head, marketing, popular division, Ruchi Soya, stated, “Mahakosh is one of India’s leading edible oil brands with annualised sales of over Rs 2,000 crore. We are poised to take this brand to even greater heights by extending it into soya chunks category. Mahakosh Hunky Chunky Soya Chunks provides a hygienic, cost-effective nutrition option to its TG in Sec B and C.  The product is being launched selectively as of now in some of the northern markets viz-Delhi, Punjab, Haryana, Himachal Pradesh and Jammu & Kashmir and gradually may be extended to other parts of the country.”

The product would be available in chunks at a price point of 90 gm for Rs 15, 200 gm for Rs 35 and 1 kg for Rs 100. Additionally, 90 gm soya granules will be available at Rs 15.