Future Consumer bets big on private labels, launches Oats brand Kosh

Future Consumer Ltd (FCL), a part of Future Group, has recently launched its Oats brand, Kosh. Kosh oats has been introduced with the objective of making India adopt Oats as the 3rd grain post staple rice and wheat.
Kosh Premium Oats will be available in four varieties- broken oats, oats atta, instant oats, wheat and oats atta.
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“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.
Prices start from Rs 19 for a 100 grams pack of instant oats and goes all the way up to Rs 89 for a 500 grams pack of oats atta. A kilogram pack of wheat and oats atta is cheaper though, priced at Rs 60 a pack.
The product 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 company said in a release.
FCEL plans to invest Rs50-60 crore in marketing and distribution of the Kosh brand in the next three years. 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.
The company is also looking to come up with its own brands of popcorn, confectionary and chocolates, which would take about a year to develop, Biyani said.
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’.
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“This is a fully automated facility and has minimum human intervention/contact & thus maintains highest levels of hygiene & quality,” the company said.
 
The Oats market in India is currently at Rs 350-400 crore with the flavoured oats market contributing around 150 crore, said Future Consumer, and is growing at 12-14 percent annually.