Interview: Prashant Parameswaram

Soulfull works on the idea that millets are healthy and that Ragi contains all the nutrients that is efficient to consume especially at the time of breakfast. Prashant Parameswaram came to Indian in the 2000 after noticing the great potential that the markets are exploring in the healthy food sector. As the markets started to expand, he wanted to explore the idea of using Ragi, the ancient millet to produce products for creating health benefits as the market for healthy and tasty consumption is expanding by the hour. His eyes for looking into details introduced Soulfull, a ragi-dominant product brand. He shares his insights on how it is essential to consume Ragi and why have the people forgotten it. Moreover, he tells how new ideas can be explored and nurtured to build a dream.

WHAT MOTIVATED YOU TO START THIS BUSINESS?

I have always been interested in functional healthy foods. Back in early 2000s when I was working in the US, the US health and wellness market had started to pick up. I saw great potential in healthy breakfast cereals and lack of options for consumers. People wanted healthy options that would keep them fuller for longer. Spotting the gap in the market, and consumers’ inclination to go back to their roots, I saw a great opportunity in traditional grain, millets. I returned to Karnataka, which is a leading state for millet cultivation to incorporate Kottaram Agro Foods in June 2011. From 2012-end, we started to sell cereals made of millet under the brand name ‘Soulfull’.

HOW DAUNTING WERE THESE CHALLENGES TO FINALLY MAKE A SUCCESSFUL MILLET-BASED FOOD BRAND IN INDIA?

India has a variety of superfoods, including millets, however, with time people have lost knowledge on the benefits and importance of them. People also perceived millets to be tasteless, and hence it arose the need for us to first educate them. The apprehension about the taste of millet also meant that we had to work harder to sell our product and ensure that the taste is right. Soulfull, thus developed products catering to needs, lifestyle and tastebuds of the current generation offering healthy, convenient and tasty snacking. Additionally, we did a lot of research and development work on sorghum and jowar, but it had a lot of issues like low shelf-life. That’s when I met Dr. MNG Malleshi, former Head of Grain Technology, Central Food Technological Research Institute, Mysore, who advised me to try Ragi as an option and that is where my journey started!