Future Consumer launches Oats brand ‘Kosh’

India Infoline News Service | Mumbai | October 19, 2016 09:05 IST

Launched by FCL, Kosh oats have four product variants – Kosh Instant Oats, Kosh Broken Oats, Kosh Oats Atta and Kosh Wheat + Oats Atta. Kosh oats is different from any other brand of oats.

Future Consumer Ltd (FCL), a part of Future Group, launched India’s much awaited third staple Oats brand, Kosh in the city today. Kosh oats has been introduced with the objective of making India adopt Oats as the 3rd grain post staple rice and wheat. With Kosh, India will soon witness a change in the way oats is consumed and sold in the country. 
Launched by FCL, Kosh oats have four product variants – Kosh Instant Oats, Kosh Broken Oats, Kosh Oats Atta and Kosh Wheat + Oats Atta. Kosh oats is different from any other brand of oats. Unlike any other brand, Kosh views the consumer through the lens of Indian-ness and accordingly presents a range of products that delivers Indian Food.
Speaking on the occasion, Kishore Biyani, Group CEO at Future Group, said “At Future Group, we believe in evolving with the changing consumption patterns. The launch of Kosh Oats is such an attempt to set a trend in the food space by introducing it as the third grain of India. 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.”
Grown and sourced from Australia, Kosh is processed at state of the art processing & packing facility at Srilanka. Future Consumer has made a significant investment in oats processing plant called “Aussie Oats Milling Pvt Ltd”.  This is a fully automated facility and has minimum human intervention / contact & thus maintains highest levels of hygiene & quality.
Kosh will be distributed extensively through various modern retail stores across India. It will also be distributed through general trade in 12 key cities to begin with and go national in the coming months. The advertising campaign of Kosh has been designed with Piyush Pandey and his team at Ogilvy & Mather. The campaign is largely focused on making people aware about Oats as a grain and taking it to the centre of the plate. 
Piyush Pandey, Executive Chairman & Creative Director, O&M India and South Asia commented on the campaign saying, "We always believe that something which is healthy may not be very tasty and something which is tasty may not be very healthy. When I actually ate various dishes made out of Kosh, I myself could not believe that oats could be so tasty. Kosh means treasure and this Kosh is the treasure of good health. That is why when we designed the communication for Kosh it was all about its health benefits, its versatility and range”. The campaign breaks in print, electronic and digital media from today.
The unveiling of Kosh was followed by a panel discussion with experts from the food industry discussing the various importance of oats. The panel, moderated by Rajeshree Naik, Co-founder at PING Network, consisted of Kishore Biyani – Group CEO at Future Group, Milind Sarwate - Founder & CEO at Increate Value Advisors LLP, Celebrity Chef Vicky Ratnani and Nutritionist Kavita Devgan.



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