Future Group’s food arm Future Consumer Enterprise has ventured into the oats market with the launch of ‘Kosh’, a brand which the group hopes will generate Rs.1000 crore by 2021. This launch is part of the group’s larger target of reaching Rs.20,000 crore in the food business by 2021.
The Kosh brand
The oats are grown in Australia – the group owns Aussie Oats Milling in the country – and will be processed in Sri Lanka. The product will be available in four variants; Instant Oats, Broken Oats and Oats atta, priced at Rs.80 for 500 grams and Rs170 for 1 kg and Kosh Wheat + Oats atta priced at Rs.62 for 1 kg.
Future Group hopes to make oats the third staple grain in India after rice and wheat.
“Oats has always been introduced as a breakfast item. With Kosh, we strive to change that and make it India’s third grain that can be used in every meal right from starters to the desserts,” Group CEO at Future Group, Kishore Biyani said in a press statement.
In order to generate interest in the new product, Future Group will be investing Rs.65-70 crore in advertising over the next three years.
Kosh will be distributed at a collection of retail stores across 12 cities in India. Future Group also plans to export the oats to the UAE, Europe and the US.