Indian firm innovates in soyfoods sector

India's leading soy manufacturer Ruchi Soya Industries is rejuvenating its brand in a new marketing campaign that positions soy foods as a protein boost for growing children.

While soyfoods are seen as a meat or dairy substitute in European markets, the Indian company has devised the slogan 'Pro Gro', or proteins for growth, targeting mothers keen to ensure the healthy growth of their children.

Ruchi Soya's Nutrela brand is the best-selling brand in the country, and first on the market, according to a Financial Times​ story. But barriers such as taste are still present, and the soy market has not yet been fully penetrated. The new campaign builds on the claim that soy is a rich source of protein - what calcium is to bones, protein is to muscle, suggests the company's new advertising.

The Nutrela portfolio currently offers a range of soy products, including soya chunks, soya mini chunks, soya granules and defatted soya flour, and a new product which is easier to cook, is currently under development, suggested the story.

Ruchi Soya​ is aiming to expand its presence, currently biggest in the East, into the Northern markets.